There’s explosive growth for emerging beverage leaders like Dutch Bros and 7 Brew. QSR burger chains like Wendy’s and BK are expanding their beverage offerings. QSR giants McDonald’s, Taco Bell, KFC, and Chick-fil-A are investing heavily in beverages, either with stand-alone beverage-focused concepts or a renewed focus on beverage menu development. And there’s the absolutely dizzying volume of TikTok content with hashtags like #coffeetok, #drinkgirly, #icedcoffee, #refresher… it might literally be infinite.
Operators have their marching orders: make us a drink.
Why Texture is the Next Big Move in Beverages
Texture in good place to start with beverage innovation. The addition of a texture element is fairly easy to pull off operationally, and customers will respond to it. According to Datassential, boba is “on fire,” and operators are adding inclusions across the spectrum– from dragon fruit pieces in a refresher to cookie pieces in a smoothie. Cold foam and, most recently, “cloud” additions are also trending.
It’s Social Media Worthy
It’s been clear for a long time that social media is an important tool for generating buzz about beverages. Social Media Food is food/beverage that is optimized for attention on social media. It is highly visual and shareable. These foods often feature dramatic colors, novel textures, playful builds, or interactive elements that translate well to short-form video and photos. On Datassentials’ Mactro Trends MAC, it is now in ubiquity, thanks in no small part to Gen Z and Millennial customers’ love of a pretty bev and a pretty video for their socials. A pillowy cap or brightly colored boba has the potential for a post to gain some serious social traction.
It’s Snack Worthy
With the growing number of GLP-1 users in the US, odds are good you have more customers than ever who have a diminshed appetite. When a drink is a treat, it’s also a snack. The more substantial mouthfeel of boba pearlsss or freeze-dried fruit inclusions or cold foam elevates it from just a drink to a full-on snack.
It’s Crave Worthy
Multi-layered drinks invite repeat visits. A customer will keep coming back to make tweaks to their order—often inspired by the #drinkgirly content they see online. In this particular genre of TikTok video, the Drink Girly will film the first sip in her vehicle, and declare this version as her latest obsession.
Texture isn’t just a trend. It’s a powerful, proven tool for operators looking to stand out in an increasingly competitive beverage landscape. From craveable mouthfeel to social media magnetism, textured drinks deliver on every front: visual appeal, operational ease, and the kind of indulgent “little treat” that keeps guests coming back.
For a deeper dive into the data, examples and opportunity areas shaping beverage innovation, download the full Trend Report.