We’ve all seen the viral TikTok videos of secret menu items that people can order at various café-based fast food restaurants like Starbucks and Dunkin’ Donuts.
Some of these beverage recipes involve multiple complicated modifications and additions to the original menu items, which typically make the orders even more costly. Yet, the results are incredibly pleasing to the eye and the tastebuds.
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Although it might be annoying to the employees, these companies have made millions off these viral beverage trends, which have benefitted them financially and increased their brand awareness. This has allowed them to reach an even bigger audience, putting their names back on the map.
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Other restaurant chains are beginning to catch on to this lucrative trend, and Taco Bell’s latest business move might just earn it a standing ovation from the TikTok-obsessed Gen Zers across the nation.
A girl drinks a Starbucks coffee with a straw.
Taco Bell opens its first-ever Taco Bell Live Más Café location
Taco Bell began noticing the huge attraction of specialty beverages and trendy snacks by younger audiences, especially Gen Z. To capitalize on this trend, the fast food chain is taking a leap of faith to develop an innovative concept, unlike anything it has ever done before, to further target this group.
On Monday, Taco Bell opened its first-ever Taco Bell Live Más Café in Chula Vista, California, part of San Diego County, in partnership with Diversified Restaurant Group, one of its largest franchisees. This new concept has an extensive menu featuring a variety of milkshake flavors, iced and hot coffee types, fruity drinks, fizzy sodas, and, of course, Taco Bell’s iconic food items.
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Taco Bell started implementing these specialty drinks in its restaurants as it saw the huge demand for its Mountain Dew Baja Blast drink, which the company quickly trademarked as it has become one of its most popular items.
In a statement, Taco Bell talked about its new business model and alluded to exciting innovations in its beverage menu, as it planned to “disrupt the beverage industry.” As a result, the fast food chain has extended its café menu over the last few years, adding frozen coffees, cold brew, chillers, and aguas frescas.
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This addition to Taco Bell’s menu has proven successful as it increased overall sales by 5% in its third-quarter fiscal year, making it its parent company’s, Yum! Brands (YUM) , most lucrative banner.
However, Taco Bell is not the only one that has ventured into this emerging beverage business and developed a new concept.
McDonald’s joins the beverage trend, goes viral
During a McDonald’s (MCD) earnings call in December of last year, the fast food company announced the launch of a new restaurant concept with a smaller format.
That same month, McDonald’s opened its first-ever CosMc’s in Illinois as a test run for this new idea. CosMc’s is a space-themed café focusing on uniquely crafted beverages, including coffee, frappés, iced teas, lemonades, and energy drinks. It also has multiple breakfast items, including its iconic McMuffins and new specialty sandwiches, as well as baked goods, snacks, and soft-serve ice cream.
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Before its opening day, the announcement of this new concept went completely viral on all social media platforms, making its debut a massive media target. This resulted in insanely long lines and tons of free promo, thanks to creators who traveled to the opening to record for millions of social media audiences to view nationwide.
In addition to its first location in Illinois, McDonald’s now has four fully operating locations in Texas.
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