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The cold rush

Josh Martina examines the next wave of cold energy
in QSR

Words: Josh Martina
Artworks: Nina Allen

The Big Idea:

Cold energy platforms are now essential in QSR.

Customization and wellness are reshaping consumer expectations.

Operational flexibility will decide tomorrow’s category leaders.

The energy drink category continues to evolve, and operators must stay alert. A successful beverage program in 2026 and beyond will depend on an operator’s ability to deliver unique energy platforms that meet their customers where they are.

Health, wellness and functionality are top of mind for key demographics, and operators need to address the growing demand for more tailored beverage solutions. Newly developed platforms, along with innovations that complement existing coffee, tea and soda programs, are now table stakes to being competitive in today’s energy drink landscape.

Cool beginnings
While the early 2000s saw the rise in energy drinks such as Red Bull and Monster, it was retail/CPG specific and food service operators had yet to move on the trend. It wasn’t until 2012 that Starbucks pioneered an afternoon coffee alternative with the advent of Starbucks Refreshers™. This first-of-its kind platform offered customers bright, fruit-forward cold beverages, containing a modest level of caffeine derived from green coffee extract, to address the growing demand for daytime energy.

At this point, the purpose was simple: offer a refreshing solution to the after-lunch crash that wasn’t coffee or tea. Over the years, others entered the space looking to capitalize on the growing demand of consumers looking for daytime energy.

Mainstream momentum
Sonic entered the fray in 2019, launching Slushes and Recharges in partnership with Red Bull. Shortly after, Dutch Bros launched a similar platform with their Blue Rebel™ energy drinks. Not surprisingly, Dunkin’ joined the crowd in 2020 and introduced their version of refreshers to the market. Their approach was much like Starbucks, developing a cold-beverage platform based on bright colors and fruit-forward profiles to deliver their day-part refreshments to the masses.

With McDonald’s launching their own line of refreshers in May of this year, there is no doubt the platform is here to stay.

With an estimated 70-80% of beverages at QSRs being served cold, operators must embrace fast-moving innovation and adaptable platforms.”

With an estimated 70-80% of beverages at QSRs being served cold, operators must embrace fast-moving innovation and adaptable platforms to deliver unique concepts in an ultra-competitive environment.

Future fuel
As competition heats up, operators must look at ways to cus-tomize their offerings in a way that differentiates them from the crowd. The ability to adapt platforms across demographics to address specific needs in operationally feasible ways will pro-vide one-stop solutions and meet more consumers where they are.

Tomorrow’s energy drink platforms must consider the entire spectrum of desires for key demographics, from indulgent to health-conscious, and innovate accordingly.

Starbucks launched Energy Refreshers in April 2026. Rather than a one-size-fits-all approach to caffeine, customers can now choose their desired caffeine level – caffeine-free, light caffeine, or extra caffeine. Dunkin’ is also addressing the health and wellness trend by offering Dunkin’ Zero, a sugar-free refresher, which delivers 145 mg of caffeine from green tea extract. Sonic is also promoting a better-for-you alternative in the refresher war, touting real fruit and natural energy from tea.

Looking forward, a continued push by consumers to address health and wellness trends will bring more concepts to region-al and national operators. With GLP-1 medicines becoming mainstream, QSR operators will look to continue offering low/no sugar options, protein/fiber solutions, as well as functional ingredients to their platforms. The ability to adapt and scale customizable, operationally feasible concepts will determine which operators lead the energy beverage space of the future.

Tomorrow’s energy drink
platforms must consider the
entire spectrum of desires.”

Josh Martina
Vice President - Foodservice Sales Finlays Solutions

Which cold energy trend excites you the most?

Customizable caffeine levels
Sugar‑free and “better‑for‑you” options
Functional ingredients (electrolytes, adaptogens, fiber)
Real fruit and natural energy sources
Indulgent, flavour‑forward builds