Right now, drinks are where menus get to flirt a little—fast, flexible, and built to give guests a small win in their day. Customizable, photo-friendly sips layered with familiar flavors are showing up everywhere because they’re one of the simplest ways to make an order feel fresh.

We’re seeing it across the industry: DIY-style sodas that took off on social media, premium non-alcoholic refreshers, and frozen drinks that blur the line between beverage and dessert. And recent industry reporting points to growing operator investment in beverage innovation, with mocktails, energy drinks, and premium caffeine leading the way.

“These days, I’m seeing three major forces: premiumization, personalization, and sensory experience,” says Chef Michael Buononato, Senior Vice President of Creative Food Solutions, a culinary innovation firm. “Operators are moving past basic refreshment and leaning into drinks that feel crafted, indulgent, and worth trading up for.”

The power of “choose-your-own” beverages

Dirty sodas may have started as a Utah-born trend, but the psychology behind them is universal: take a base everyone knows and let the guest make it their own. Start with a standard fountain drink, add cream, flavored syrups, or fruit purees, and suddenly it’s a custom creation—made to order in real time.

For operators, this is a win because it’s flexible. You can run it as a seasonal limited-time offer or a permanent “choose-your-own” selection without needing a massive investment in new equipment or intense staff training. Chains are already leaning in—Taco John’s, for example, introduced dirty soda as an easy upgrade by adding sweet cream to fountain beverages, and Crumbl has begun rolling out dirty sodas in select markets.

It’s also a low-lift place to test seasonal flavor cues, including florals like lavender, that bring a little novelty and visual appeal. More importantly, these kinds of beverage LTOs can deliver real business impact: industry reporting notes that trends like dirty sodas can help drive higher check averages and outperform snack items in profitability.

Snackable sips: nostalgia in a cup

Another big shift? Drinks are pulling double duty as snackable “little treats”—a trend born on social media and especially familiar to Gen Z. Datassential’s 2025 HotShot Report reveals that two-thirds of consumers indulge in a food or beverage they consider a “little treat” at least once a week, and nearly a quarter do so daily. In the past month, nearly 80% used a snack or beverage as a reward for completing a task, and almost two-thirds used the promise of a treat as motivation to get something done.

That “little treat” mindset is especially strong with younger guests, who often gravitate toward the brands, colors, and icons they recognize instantly. For operators, that’s part of why candy-inspired inclusions can work so well in beverages: they turn a drink into something that becomes conversation-worthy, shareable, and a little more fun.

“Familiar flavors are a reduced risk for the consumer,” says Buononato. “When someone sees a beverage inspired by a favorite dessert or candy, they already know what to expect emotionally and sensorially. That lowers hesitation and increases trial.”

Recipe-driven builds can help translate that idea quickly—for example, a seasonal Fireworks Shake made with SKITTLES® POP’D Candies or a Creamy Caramel Cold Brew Ice Cream Sundae made with TWIX® as  inspiration for a treat-style beverage that’s built for texture and Insta-worthy appeal.

The frozen factor: craveability that sells

If you want to see where texture and “treat culture” collide, look at the frozen category. It’s approachable, fun, and built for repeatable execution.

“Frozen platforms allow operators to use flavors and inclusions that would be tough to pull off in a standard liquid drink,” Buononato explains. The cold temperature also makes sweetness pop, and the thick texture carries flavors well. Dessert-style beverages are the perfect canvas for a seasonal launch or a brand collaboration.

“At its core, this is about accessible indulgence,” says Buononato. “Guests want something that looks great, tastes great, and feels special. That’s why layered textures, cold foam, flavored drizzles, and mix-ins are becoming standard.”

This is where specific builds—like a Strawberry Jalapeño Frozen Lemonade made with SKITTLES® POP’D Candies—make sense as inspiration. Even coffee is getting the treat treatment; a Peanut Butter Frappe made with M&M’S® MINIS Peanut Butter Candies shows how a daily ritual can be turned into something that feels like a pick-me-up without requiring a totally new concept.

Today’s mocktail makeover

That same upgrade mindset is taking shape in bar-style drinks, too. The mocktail has officially grown up—evolving into a strategic beverage category that can drive check growth, appeal to all ages, and capture wellness-minded guests. Operators are leaning into cocktail-style creativity (layered flavors, herbal notes, elevated garnishes), plus daytime-friendly formats that don’t rely on alcohol: tea-based mocktails, energy-infused sips, and visually engaging refreshers. As Buononato puts it, “We’re also seeing more functional elements—adaptogens, electrolytes, added protein, and fiber.”

Datassential points to mocktails as a major growth opportunity, with 233% menu growth over the past four years. Thirty-seven percent of consumers now drink a mocktail at least weekly, while only 20% of operators currently offer them—leaving plenty of room for restaurants to stand out.

The bottom line

Trends are great for inspiration, but guests decide what actually sticks. “The priority should always be the guest: understanding who they are, how they order and what problem the beverage is solving for them—whether that’s energy, indulgence, refreshment, or escape,” Buononato says. “And never, ever, forget about flavor.”

Because in the end, the drinks that win aren’t the ones with the most going on—they’re the ones people can’t stop thinking about after the last sip.

To explore how you can tap into today’s biggest beverage trends—from candy-inspired inclusions to frozen dessert blends—connect with the Mars team today.