Introduction to Chick-fil-A’s New Venture
Chick-fil-A is branching out into the beverage space as the fast-food drink wars continue to heat up.
The chain confirmed to TODAY.com that it is testing a standalone beverage-focused concept called Daybright under its subsidiary company Red Wagon Ventures, LLC. It is scheduled to open in the Greater Atlanta area this fall.
What to Expect from Daybright
The beverage-focused restaurant will feature specialty coffees, smoothies, cold-pressed juices and food. Its specific offerings are still shrouded in mystery, but we do know that no Chick-fil-A menu items will be served at Daybright, so you won’t be able to pair your snazzy coffee drink with waffle fries or a chicken wrap.
Background on Red Wagon Ventures
Red Wagon Ventures, which gets its name from the red wagon that Chick-fil-A founder Truett Cathy used in his very first business efforts selling Coca-Cola to his neighbors when he was 6 years old, was established to create new concepts and services beyond Chick-fil-A restaurants.
Competition in the Beverage Market
Chick-fil-A’s spinoff venture comes months after McDonald’s own beverage-focused concept, CosMc’s, shuttered after operating for less than two years. Still, the Golden Arches announced in July that it would test a lineup of dirty soda-inspired drinks lifted from CosMc’s menu at some of its own locations in two states.
Starbucks and its Refreshers have been leading the drink space for some time, but in an attempt to capture some of the attention from Gen Z, fast-food chains have been stepping up their customizable, nonalcoholic beverage game.
Trends in the Fast-Food Industry
In July, Taco Bell added Refrescas, its take on Mexican aguas frescas, to the menu. And Dunkin’ now offers three Sabrina Carpenter Daydream Refreshers, which combine a fruity component with oat milk and cold foam. Customers can also order a “Mix Your Own Refresher” with customizable bases — green tea, black tea, lemonade, sparkling water, water or oat milk — and sweetness levels.
Conclusion
Chick-fil-A’s new venture, Daybright, is an exciting development in the fast-food industry. As the company branches out into the beverage space, it will be interesting to see how Daybright competes with established players like Starbucks. With its focus on specialty coffees, smoothies, and cold-pressed juices, Daybright is poised to capture a significant share of the market.
FAQs
This story first appeared on TODAY.com. More from TODAY:
Q: What is Daybright?
A: Daybright is a standalone beverage-focused concept launched by Chick-fil-A under its subsidiary company Red Wagon Ventures, LLC.
Q: Where will Daybright be located?
A: Daybright is scheduled to open in the Greater Atlanta area this fall.
Q: What types of beverages will Daybright offer?
A: Daybright will feature specialty coffees, smoothies, cold-pressed juices, and food.
Q: Will Chick-fil-A menu items be available at Daybright?
A: No, Chick-fil-A menu items will not be served at Daybright.
