QSRs redefine beverages for Gen Z from coffee to collagen
Texture and presentation will also become critical to the beverage experience.
Over the next year, quick service restaurants (QSRs) are set to lean into bolder flavours, textured drinks, and functional ingredients as they look to win over younger consumers.
Speaking at the QSR Media Conference & Awards 2025 powered by Red Bull, leaders from McDonald’s Australia and Kerry said the next wave of growth will come from innovation that blends indulgence, health, and visual excitement.
“Consumers want beverages that do more than refresh; they’re looking for added benefits—from gut health and immunity to collagen and energy,” said Lisa Chiew-Churran, commercial director of foodservice at Kerry. “These drinks fit perfectly into the all-day snacking and self-care trend we’re seeing globally.”
She said texture and presentation will also become critical to the beverage experience.
“Texture is part of the pleasure now—pearls, foams, jellies, and layers are becoming mainstream,” she said. “People want to see their drink as much as they want to taste it—the visual impact is key.
According to Chiew-Churran, bold, vibrant flavours will dominate menus in the year ahead—particularly those that deliver a sensory pop.
“Be bold with flavours—younger generations crave excitement and that ‘TikTokable’ factor,” she said. “They want products they can talk about and feel excited to share.”
For McDonald’s Australia, the strategy will focus on refining and scaling beverage innovation that aligns with customer expectations rather than chasing viral fads.
“Some flavours come and go quickly, but others—like caramel or chocolate— stick and become part of the mainstream,” said Jared Chapman, head of McCafé at McDonald’s Australia. “Our job is to spot what’s here to stay and deliver it in a way that fits our brand.”
Chapman said that iced coffee and cold beverages remain McCafé’s fastest-growing category, especially beyond the morning daypart.
“The morning coffee ritual is still strong, but we’re seeing more movement into cold coffee and afternoon beverages,” he said. “That’s where the next wave of growth will come from.”
He added that execution and consistency will remain priorities.
“You need to design drinks that not only look and taste great but are easy to execute at pace,” Chapman said. “Training ensures the customer experience stays consistent across every restaurant.”
