Dive Brief:
- Taco Cabana will start serving Cabana Refreshers on July 23 as part of the chain’s expansion of its beverage menu, the company said in a press release Wednesday.
- The Refreshers, which come in Peach, Strawberry, Mango, Blackberry and Pink Blend (a strawberry and mango combination) are currently limited-time offers, but could become permanent if they perform well. There is currently no end date for the drinks, a company spokesperson said in an email.
- Taco Cabana is the latest restaurant chain to expand its beverage menu with refreshers, an amorphous menu category. In June, Whataburger added refreshers, and Taco Bell added Refrescas to their menus in a drive to reach $5 billion in beverage sales by 2030.
Dive Insight:
Taco Cabana President and COO Ulyses Camacho said this move is a response to ongoing beverage innovation in the QSR and fast casual segments. Chains have been turning to these iced, sweet drinks to expand their menus and appeal to Gen Z consumers.
“[Cabana Refreshers] showcase our continued commitment to evolving with the category and providing guests with value-driven beverages,” Camacho said.
Cabana Refreshers are priced at $3.29. The drinks are made with a lemonade base mixed with a fruit blend. They will be available for dine-in, drive-thru, online and delivery orders across all of the Texas-based chain’s locations. Comparatively, Taco Bell’s Refrescas range from $3.79 to $4.49, while Whataburger’s Prickly Pear Raspberry Whatafresher starts at $3.69.
Taco Cabana has also been working on various LTO menu innovations in recent months. Earlier this year, Taco Cabana offered a Tacos & Tequila menu that included two tacos and a margarita. For the Cinco de Mayo holiday, it offered a Cholula Rita LTO.
Having a successful drink lineup that appeals to younger consumers could also drive additional franchising interest. The chain has almost 150 company-owned units in Texas and began seeking multi-unit franchisees in October to expand the concept into areas like Arizona, Arkansas, Colorado, Missouri, Oklahoma and Tennessee.
