Drinks Are Winning: Here’s How to Get Your Share

Your guests are spending more on beverages than ever, but only at the places making it worth the trip. You don't need a full menu overhaul to get there. You need strong builds, the right ingredients, and a clear place to start.

Here's what's working, why it's working, and how to make it work at your operation.

Guests Are Treating Themselves Regularly

According to food and beverage intelligence platform Datassential, two-thirds of consumers treat themselves to a "little treat" food or beverage at least once a week and nearly a quarter do it daily.1 They're not looking for the cheapest option on your menu, they're looking for something that feels special, crafted, and worth it.

The drinks winning right now share three things: they're visually interesting, they feel like something guests can't recreate at home, and they give people a reason to come back. That's your opportunity.

Refreshers and Customizable Builds: High Appeal, Low Lift

Refreshers are up more than 130% on menus over the past four years,2 and customizable "dirty" builds (a familiar base layered with syrups, cream, or inclusions) are trending hard with younger guests and driving higher check averages almost everywhere they've been introduced.2

These builds don't require new equipment or extensive staff training. They run well as seasonal LTOs or permanent "choose-your-own" formats. And because the guest feels like they're co-creating the drink, perceived value stays high even at a premium price point.

The key is giving guests something genuinely unexpected. A Strawberry Jalapeño Frozen Lemonade made with SKITTLES® POP'D Candies is a strong example: an unexpected flavor pairing, a striking visual, and a build that's simple to execute but feels anything but basic.

Frozen Coffee: Turn a Daily Habit Into a Trade-Up

Coffee is already part of your guests' routine. The opportunity is making it feel like more than a routine, turning a functional order into something they're looking forward to and willing to pay more for.

Frozen and blended coffee builds are particularly well-suited for branded inclusions because the cold temperature amplifies sweetness and the thick texture carries mix-ins well. A Peanut Butter Frappe made with M&M'S® MINIS Peanut Butter Candies turns a standard frappe into something with a story. If cold brew is already on your menu, a Salted Caramel Blended Cold Brew made with TWIX® is a premium branded upgrade: on-trend, easy to execute, and priced accordingly.

Shakes and Frozen Dessert Drinks: Where Craveability Lives

When someone sees a recognized brand name on menus, it instantly elevates the overall quality perception of the operation, lowering hesitation, increasing trial, and making it easy for your staff to sell. "It's made with actual TWIX®" is a one-sentence sell that doesn't require any training.

A Caramel Cookie Dough Concrete made with TWIX® is exactly this kind of build: familiar enough to feel trustworthy, distinctive enough to feel special, and visually strong enough to garner excitement and create buzz.

Mocktails: The Gap Most Operators Haven't Filled Yet

More than a third of consumers drink a mocktail at least once a week, but only about 1 in 5 restaurants currently offers one.2 That's a lot of guests ordering water because there's nothing more interesting on the menu.

Mocktails don't have to be complicated. Cocktail-style presentation—layered colors, a garnish, something worth looking at—is more than half the battle. Start with one house mocktail built around a seasonal flavor, run it as an LTO, and build from there. The white space here is real and the investment to enter is low.

Why Branded Ingredients Protect Your Margin

Guests resist paying more for something they feel like they could make at home. The fix isn't a lower price, it's a more distinctive menu item.

Nearly half of consumers say they're motivated to spend more when an item is unique and can't be found anywhere else.3 A recognized branded ingredient signals quality, delivers a flavor guests already trust, and gives your drink a story that justifies the price point. These builds also travel well on socials; guests share them because they look like something worth sharing. 

Your guests aren't just looking for a drink, they're looking for a treat experience they didn't know they needed until they saw it. The menus that deliver it aren't complicated, they're crafted, with unexpected pairings and flavors that hit every time. That's what a great beverage program looks like—and it's well within reach.

Talk to your Shamrock representative about the products, formats, and seasonal builds that can help you get started building a beverage program your guests can't stop talking about.

Sources:

• Datassential, Little Treat Culture, September 2025

• Datassential, World of NA Beverages Report, May 2026

• Datassential, The Value Equation, June 2026