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Fast-food chains expand energy drinks, banking on restaurant repeat buyers
A Citi survey of 2,400 US consumers found 49% say an energy drink bought at a restaurant would replace one they would otherwise buy elsewhere.
Fast food companies are rolling out more energy drinks as they look for an incremental sales boost, according to Yahoo Finance. New research from Citi restaurant analyst Jon Tower traces the push to strong consumer interest in buying energy drinks from a restaurant or coffeeshop. In Tower's survey of 2,400 US consumers, 49% said an energy drink purchased at a restaurant would replace one bought elsewhere, while 74% of respondents were very or somewhat interested in purchasing energy drinks from a restaurant or coffeeshop, including 44% who were very interested. Most respondents also said they order their energy beverage alongside food, with packaged food accounting for 53% and prepared food 47%. The outlet points to specific rollouts, including McDonald's nationwide Aug. 17 launch of its Red Bull Dragonberry Energizer. Starbucks is also expanding, with its Energy Refreshers lineup introduced in April and designed as a functional alternative to espresso-based drinks, combining iced green tea, sparkling fruit juice, and plant-based caffeine sources. Yahoo Finance also notes that fast food energy drink strategies raise both opportunity and risk for other categories, arguing that the drinks can act as a margin and sales add-on for restaurant chains even if they are not decisive for a single quarter. At the same time, it highlights potential pressure on pure-play energy drink sellers, such as convenience-store can sales, if customers start buying larger drinks at fast food stops.