Introduction to Daybright
Chick-fil-A is branching out into the beverage space as the fast-food drink wars continue to heat up. The chain confirmed 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.
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.
Recent Developments in the Market
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
The fast-food drink wars are heating up, with Chick-fil-A’s new concept Daybright set to open in the Greater Atlanta area this fall. As the market continues to evolve, it will be interesting to see how Daybright and other beverage-focused concepts fare in the competitive landscape.
FAQs
What is Daybright?
Daybright is a standalone beverage-focused concept being tested by Chick-fil-A under its subsidiary company Red Wagon Ventures, LLC.
Where will Daybright be located?
Daybright is scheduled to open in the Greater Atlanta area this fall.
What type of menu items will Daybright offer?
Daybright will feature specialty coffees, smoothies, cold-pressed juices, and food, but no Chick-fil-A menu items will be served.
How does Daybright fit into the current market trends?
Daybright is part of a larger trend of fast-food chains stepping up their customizable, nonalcoholic beverage game to capture the attention of Gen Z consumers.
What other companies are competing in the beverage market?
Companies like Starbucks, McDonald’s, Taco Bell, and Dunkin’ are also competing in the beverage market with their own unique offerings and concepts.
