Consumers are thirsty for convenience.
W e’ve all been tempted by the lure of a sweet or caffeinated beverage before or after work, while running errands, or on the way to activities and events—but when did this evolve from an occasional splurge to a daily ritual? Today we’re exploring the quick pick-up of the on-the-go drink. We’re covering questions like, who paved the way for this movement? How are businesses keeping up with the trend? And how can operators start capitalizing on this consumer demand asap?
Espresso to-go please.
Drive-thrus have long been associated with quick-service chains like McDonald’s, Chick-fil-A, and Taco Bell. However, since the mid-2010’s, drive-thru-focused beverage concepts have steadily grown and show no sign of stopping.1 The reason why? An increasing demand for convenience. With busy lifestyles in the driver’s seat, consumers are seeking quick and easy ways to grab their favorite beverages without even stepping foot outside of the car. The shift began when places like Starbucks and Dunkin’ started opening suburban drive-thru locations after establishing themselves in urban areas and malls. They were able to capitalize on an unmet demand in the beverage market–and that’s offering a speedy solution for car-dependent customers. The pandemic accelerated the trend with people not wanting to interact in public spaces, and from it a new generation of drive-thru concepts were born like Dutch Bros, 7 Brew, Scooter’s, Swig, and CosMc’s.
Businesses built on the backs of good drinks.
Here’s just a few of the establishments born out of this drive-thru drink sensation.
7 Brew
7 Brew (a drive-thru coffee company focused on speedy service and delicious drinks) is one of the fastest-growing large restaurant chains in the US. 7 Brew went from 38 units in 2022 to 180 units in 2023 and has already reached 230+ units in 2024.1
Scooter’s Coffee
Scooter’s Coffee is a Midwest-based drive-thru coffee franchise with over 800 units in 30 states. The brand strives to become the nation’s #1 drive-thru specialty coffee franchise.2
Dutch Bros
Although technically a coffee chain, Dutch Bros offers a wide variety of cold specialty beverages and is often considered an energy-drink chain due to the popularity of coffee alternatives and just-for-fun beverages. Dutch Bros has nearly doubled in size in just three years, going from 538 units in 2021 to 900+ units in 2024.1
CosMc’s
McDonald’s new concept, CosMc’s, boasts a line of customizable drinks that are unique to the brand including specialty lemonades, teas, blended beverages, cold coffee and energy drinks such as the Sour Cherry Energy Slush.3 Although it only launched late 2023, CosMc’s has already opened 6 locations.
Swig
Swig, another rising drive-thru beverage concept, mixes creams, purees, and other inclusions like popping boba into carbonated soft drinks to create what it calls a Dirty Soda™. They also offer energy drinks, which they call Revivers, and refreshers, which are water-based. Swig has over 70 units but has signed franchise agreements for hundreds more units that will open over the next few years.4
Take Advantage of this slurpable shift.
Operators in several segments have a substantial opportunity to capitalize on the rise in drive-thru beverage consumption. Quick-service restaurants with drive-thrus should look beyond the traditional soda and coffee options. Customizable carbonated soft drinks like Pepsi, Starry, and Mountain Dew provide a versatile base for a variety of syrups and inclusions, allowing operators to create unique beverage offerings that drive traffic and increase check averages.
But drive-thru beverages aren’t just for quick-serve—more fast-casual operations with business models like Steak and Shake and Just Salad are recognizing the potential of drive-thrus to expand their reach. Fast-casual operations have a unique opportunity to differentiate themselves in the crowded beverage market by offering customizable options that align with the segment’s promise of quality ingredients. For example, combining a premium craft soda with house made syrups or natural inclusions like fresh fruit could be an on-brand way to get in the customizable drive-thru beverage game.
The on-the-go drink isn’t just driving through. It’s here to stay. See how you can rely on the PepsiCo Partners portfolio to help you cater to your busy guests looking for a beverage.
Sources
1 Datassentials U.S. Chains
2 Nation’s Restaurant News, Scooter’s Coffee expands across six states, August 2024
3 Restaurant Business, Check out McDonald’s new concept, CosMc’s, December 2023
4 Franchise Times, Swig Makes a Splash in Dirty Soda Space, July 2024
