Restaurants across the country have been making changes to their menus, with fast-casual chains leading the way. In 2020, many eateries scaled back their offerings, but now in 2024, they are starting to expand once again. Burger King, Popeye’s, and Pizza Hut are among the establishments adding new items to entice customers. However, it’s not just food menus that are getting a makeover; beverage menus are also getting a revamp. According to The Wall Street Journal, fast-casual chains are recognizing the profitability of beverages and are now focusing on innovative drink options to set themselves apart from the competition.
One such chain that is embracing this shift is Whataburger, a Texas-based restaurant known for its iconic burgers and loyal following. This beloved burger joint has introduced a brand-new coffee lineup that includes iced coffee and a variety of new flavors. This move comes as part of Whataburger’s efforts to cater to the changing tastes of its customers, especially the younger demographic, including Gen Z, who have shown a preference for cold beverages.
Whataburger’s new coffee offerings feature a premium blend of 100% Arabica beans sourced from Colombia, Honduras, and Nicaragua. The iced coffee boasts a bold and rich flavor profile with notes of nuttiness, smokiness, and toastiness, while the hot coffee is characterized by its medium roast aroma with hints of citrus and brown sugar. The blend was meticulously crafted by Whataburger’s menu team to ensure a high-quality coffee experience for guests.
In response to the growing demand for customization, Whataburger is allowing customers to choose from four flavor options for their iced coffee: Sweet Cream, Vanilla, Caramel, and Mocha. This commitment to customization aligns with the brand’s motto of serving beverages “just like you like it.” Additionally, the availability of coffee all day, every day aims to fill the void of late-night coffee options in many cities and positions Whataburger as a competitor to traditional coffee chains.
Aside from its new coffee lineup, Whataburger is also introducing limited-time offers to keep its menu fresh and exciting. The restaurant is well-known for its specialty shakes, with flavors like Dr. Pepper and Banana Pudding capturing the hearts of customers nationwide. The latest addition to the lineup is the Caramel Latte Shake, which incorporates real espresso for a sweet and caffeinated treat. While the shake is only available for a limited time, Whataburger’s new coffee options are here to stay, signaling a larger push by the brand to enhance its beverage program.
The evolution of fast-casual restaurants’ menus to include innovative and high-quality beverage options reflects a broader shift in consumer preferences. Whataburger’s dedication to offering premium coffee blends, customization choices, and limited-time specials underscores its commitment to staying relevant and appealing to a diverse audience. As the competition intensifies within the quick-service industry, investing in beverage menus could be the key to standing out and attracting new customers in an ever-evolving market.