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.

Concept and Menu

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 of 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.

Market Competition

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 the Beverage Market

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.

Recent Developments in the Beverage Space

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 move into the beverage space with Daybright marks a significant development in the fast-food industry’s pursuit of the lucrative drink market. As consumers increasingly seek customizable and high-quality beverages, chains like Chick-fil-A are adapting to meet these demands. The success of Daybright will be closely watched, given the competitive landscape dominated by Starbucks and the recent experiments by other fast-food chains.

FAQs

• Q: What is Daybright?
  • A: Daybright is a standalone beverage-focused concept by Chick-fil-A, set to open in the Greater Atlanta area.
• Q: What kind of menu items will Daybright offer?
  • A: Daybright will feature specialty coffees, smoothies, cold-pressed juices, and food, but no Chick-fil-A menu items.
• Q: Why is Chick-fil-A launching Daybright?
  • A: Chick-fil-A is launching Daybright as part of its efforts to compete in the beverage space, currently dominated by Starbucks, and to cater to the growing demand for customizable, high-quality drinks.
• Q: What is Red Wagon Ventures?
  • A: Red Wagon Ventures is a subsidiary company of Chick-fil-A, established to create new concepts and services beyond Chick-fil-A restaurants.