Six new BK drinks reveal the smart business strategy hiding in plain sight — and what it can mean for YOUR margins

This summer Burger King launched six new beverages: four iced coffee cold foam options (Vanilla, Mocha, Plain, Black) and two real juice lemonades (Strawberry, Mango Peach). 

This move is all about profit margins.

While average restaurant margins hover around 3-5%, these new drinks can yield margins as high as 90%!

BK is thinking past Starbucks and McDonald’s — and attacking the most profitable part of the fast-food business.

Americans now buy 4.4 beverages per week from foodservice establishments, up from 3.7 in 2022. Cold beverage sales jumped 8.3% from 2022 to 2023. 

Those are some fast-moving trends.

But the genius move:

Targeting off-peak hours.

These new drinks are designed to boost traffic during non-meal times — mid-morning and mid-afternoon hours when restaurants usually sit empty. 

Gen Z is driving this trend, gravitating toward vibrant, flavorful drinks that outpace traditional burger sales growth. 

This is textbook smart expansion.

BK leveraged existing infrastructure (locations, staff, equipment) to capture a high-margin market during underutilized hours.

They didn’t risk abandoning their brand identity. In fact, they deepened it by becoming a full-day destination instead of just a meal stop.

At $2.49-$3.19 per drink, they’re positioned as the budget-friendly alternative to premium coffee chains. 

Takeaway for YOUR business: Look for high-margin add-ons that use your existing assets during slow periods.

What could you sell during off-peak hours (or weeks) that costs little to produce but commands premium pricing?

Forward this to someone looking for margin expansion ideas, or reach out to my team of product marketing strategists at Graphos Product.