McDonald’s Tests Five New Menu Items, Including Cold Brews and Refreshers, in Select Regions

In a move to capture a larger share of the specialty beverage market, McDonald’s has begun a market test of five new menu items, including a range of cold coffees and refreshers, across more than 500 restaurants in select U.S. states. The new offerings, which are inspired by the company’s now-shuttered CosMc’s concept, represent a significant strategic shift aimed at attracting younger consumers and boosting afternoon sales. The beverages are currently available for a limited time in markets including Wisconsin and Colorado, according to a company press release.

McDonald’s Pivots to High-Profit Beverages

The launch of the new drinks comes amid a challenging period for the quick-service restaurant (QSR) industry, which is grappling with shifting consumer preferences and heightened price sensitivity. McDonald’s has reported slower sales growth in recent quarters, with average menu prices increasing by 40% since 2019, according to analysis by the financial news publication Newsweek. The company’s new beverage-focused strategy is seen by analysts as a direct response to these economic pressures.

“We’re seeing real momentum in beverages, with more people—especially our Gen Z fans—turning to cold, flavorful drinks as a go-to treat,” said Alyssa Buetikofer, chief customer experience and marketing officer for McDonald’s USA, in a recent statement. She added that the test is an opportunity “to meet our US customers’ evolving tastes and show up in new moments, like afternoon refreshment or snack breaks,” a reference to non-traditional mealtimes.

The new drink lineup is a clear attempt to compete with established specialty coffee chains like Starbucks and Dutch Bros. It includes the Creamy Vanilla Cold Brew and the Toasted Vanilla Frappé, both of which are designed to appeal to coffee drinkers. The menu also features fruity options such as the Strawberry Watermelon Refresher and the Popping Tropic Refresher, catering to consumers seeking non-caffeinated, vibrant flavors. A fifth item, the Sprite Lunar Splash, offers a unique take on a classic soft drink.

From CosMc’s to the Golden Arches

The introduction of these beverages follows the official closure of all CosMc’s locations in June. The experimental offshoot, which focused on a diverse menu of specialty drinks and snacks, served as a testing ground for innovative concepts. The company’s decision to integrate successful elements from the CosMc’s menu into its core operations demonstrates a shift away from separate concept stores and back toward leveraging the strength of its primary brand.

Kevin Thompson, CEO of 9i Capital Group and a frequent commentator on the fast-food industry, stated that the strategy reflects a lesson learned. “After the spectacular failure of the CosMc’s campaign, McDonald’s is shifting its focus back in-house,” Thompson told Newsweek. “They are aiming to capture market share from brands like Starbucks and Dutch Bros.” He noted that specialty beverages offer higher profit margins than traditional food items, providing a way for companies to offset declining sales in other areas.

The market test is a deliberate, measured approach to a nationwide rollout. By debuting the new drinks in a limited number of regions, McDonald’s can assess customer response and operational impacts before making a larger commitment. This strategy allows for fine-tuning of supply chains and marketing efforts, mitigating the risks associated with a widespread, untested launch.

Industry Trends and Customer Reception

The fast-food industry in 2025 is marked by several key trends, including a focus on global flavors, a revival of nostalgic items, and the adoption of more robust beverage programs. McDonald’s has been actively engaging with these trends through other recent menu changes. The company recently re-introduced its fan-favorite Snack Wraps and launched a limited-edition Hershey’s S’mores McFlurry, both of which were met with significant customer enthusiasm.

Social media has been a central component of McDonald’s recent marketing efforts, with teasers for new items often generating considerable online discussion. The company’s recent social media post hinting at the new drink lineup, which featured an image of a colorful, fantastical landscape, generated significant fan speculation and a high level of engagement. The campaign, which used the hashtag Get Ready For A Trip, has been effective in building anticipation and driving customer interest ahead of the official launch on August 12.

Alex Beene, a financial literacy instructor at the University of Tennessee at Martin, noted that the company’s approach to these new offerings is a departure from its past strategies. “McDonald’s latest experimental run into new drink types is a fascinating turn of events,” Beene told Newsweek. “This latest decision speaks to McDonald’s desire to bring back customers who left due to higher prices, and the decision to debut them in only certain markets means they’ve learned from past ventures.”

The success of the new beverage line, which has been branded as Five New Menu Items, will be a key indicator of McDonald’s ability to adapt to a competitive and evolving market. The company is betting that a focus on innovative, high-margin products can provide a much-needed boost to its bottom line and solidify its position in the fast-food landscape.

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