Fast food drinks surge in popularity driven by Gen Z consumer trends

Next time you visit a fast-food outlet, you might find yourself ordering a drink rather than a meal. While this trend emerged in 2023, it has now entered a golden era of creative beverage innovation.

Consumers are increasingly moving away from traditional carbonated soft drinks in favor of boba teas, cold-foam sodas, and customized refreshers—options previously found only in specialty tea shops or Starbucks. Fast-food chains are realizing that these specialty drinks, rather than limited-time food offers, are the primary drivers for customer foot traffic.

A Circana survey of over 1,000 people revealed that 40% of Americans buy small 'little treats' because they cannot afford larger expenditures, a figure that reaches 53% among Gen Z. In their 2025 Holiday Outlook report, PricewaterhouseCoopers noted that rather than cutting back on all spending, Gen Z selectively indulges. A personalized drink offers a small sense of luxury without the cost of larger purchases.

Robert Byrne, Senior Director of Consumer Research at Technomic, emphasized: 'The surest way to win their hearts is through beverages.' Gen Z is considered the 'smoothie generation,' ordering an average of 4.5 drinks per week at foodservice outlets, significantly higher than the 3.4-drink average for general consumers. Tastewise data indicates a 42% year-over-year increase in Gen Z's interest in customizable beverages.

A clear example of this growth is 'dirty soda'—carbonated soft drinks mixed with syrups, fruit juices, or cream. According to a 2026 survey by the Torani syrup brand, awareness of dirty soda has risen from 56% to 75%, with the number of those who have tried it doubling to 42%.

Current trends in fast-food beverages are developing along three main paths: fruit-flavored non-carbonated refreshers, 'dirty sodas' topped with cream or cold foam, and drinks featuring textural elements like popping boba or fruit jellies, offering unique sensory experiences to consumers.

The beverage segment has become so successful that many chains are investing in standalone business models. Taco Bell has expanded its 'Live Más Café' to 38 locations, while Chick-fil-A and KFC have launched their own concepts, Daybright and Saucy, respectively. Beverages are no longer just an add-on; they have become a core growth engine for fast-food chains, driven by the evolving 'little treat' culture of Gen Z.