The Cola Wars Are Over. The Consumer Has Won.
There was once a time, not that long ago when beverage choice in QSR space was simple. Coke. Or Pepsi. Often, you only had a choice for one depending on the allegiance of the QSR operator. These days, you’re hard-pressed to find such a simple choice. And that’s a good thing as more and more operators realizing that beverage flavors are a huge selling feature to Millenials.
So what’s driving the turn from cola to other drinks? Well, you can start with the fact that sweetness has been drilled into this generations heads as being “bad.” Sweet means sugar and to them, that equals cavities and other health problems.
Sweet can also mean artificial sweeteners which, depending on the research you follow can have its own list of associated health concerns.
Today’s generation is looking for something with a little less caloric density. Let’s take a look at some of the flavor types that are gaining traction with today’s QSR consumer market.
Bitter.
Sure, coffee falls into this category, but let’s expand from that a little and include heavily hopped craft beers, teas, artisanal drink that include bitter grapefruit, lemon and chicory. The popularity of these flavors are growing and are certainly ripe for greater inclusion in today’s QSR menu. Add in the fact that some of the drinks in this category can be served cold or hot and you’ve got a large number of drinks that can be tested, and added, to the list that will be popular with customers.
Sour.
Naysayers of sour drinks often associate the flavor profile with tartness and overlook some of the delicious ingredients that can go into a sour drink. Pickle brine, cherry, passionfruit and lime are all in the sour category and are used in some of the most popular modern drinks. By the way, did reading that make your mouth water? Maybe we’re onto something here with the sour drinks.
Botanical.
Yes we’re talking botanical as in flowers. With their perfumes and softness, these flavors have found a place to bloom in the hearts and tastebuds of today’s millennial consumer. Rose, lavender, cilantro, jasmine and many others are being used and infused into today’s modern beverage menu, giving new life to water, wines and even coffees and teas.
As with most things in the world of QSR dining, this is just the tip of the iceberg. There are quite a few flavor profiles making their way into the scene. Spicy is one of them and we’ll look at that beverage flavor profile and a few others in an upcoming post. Got a flavored drink that you can’t seem to get enough of? Let us know in the comments and we might mention it in an upcoming post.
