As operators try and come up with innovative menu items to attract attention and boost traffic, some coffee shop chains have recently added energy drinks to their caffeinated beverage lineups. Studies show that about one-third of grocery shoppers repeatedly buy energy drinks, with the sales of caffeinated beverages rising 73 per cent from 2018 to 2023, so there’s an opportunity for operators to capture this market on their menu.
Whether the intent is to diversify their offerings, try to appeal to a younger crowd, or simply stand out, these beverages are colourful, tasty additions to the menu.
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Starbucks recently launched their Iced Energy line, available only in Venti and containing 140 to 205 mg of caffeine each. The sparkling drinks are available in three flavours: Melon Burst, Tropical Citrus, and Frozen Tropical Citrus with Strawberry Purée.
Second Cup also offers its version of an energy drink lineup, featuring a Strawberry Rose Apricot Infuser, a Strawberry Rose Watermelon Infuser, and a Spicy Pineapple Caruba Infuser. These beverages come in medium size only and they include a blend of Redbull, carbonated water, and syrup, served over ice.
Dunkin’ Donuts introduced their energy offerings in the spring, adding SPARKD’ drinks to their menu. These beverages are available in Berry Burst and Peach Sunshine, and feature vitamins, minerals, and caffeine in one bubbly beverage.
There is some competition in the energy drink market from convenience stores, too. 7-Eleven is expanding its offering, adding Replenish in Rocket Pop flavour to its Bomb Pop Madness series available in stores for a limited time only.
The specialty drink market continues to grow across the foodservice industry, from fancy coffees to Boba beverages, spicy additions, energy drinks and more. With so much competition in this space, increasingly getting more crowded with the addition of convenience stores, operators will need to hone in on their target market to best serve their customers and offer that elevated experience.
