Australian QSRs turn beverages into repeat-visit engines

Drinks are becoming a bigger traffic driver as operators look beyond short-term LTOs and build platforms that encourage repeat visits.

Australian quick-service restaurants are increasingly using beverages to create more reasons for customers to return throughout the day, rather than relying on traditional meal occasions alone.

Ryan Guthrie, Marketing Director for Australia and New Zealand at Kerry, said the opportunity is not simply to add another daypart, but to create products that fit naturally into consumers’ routines.

“The opportunity isn't simply creating another occasion; it's about giving consumers a reason to visit during that occasion,” Guthrie said.

Beverages are emerging as one of the strongest areas for that strategy. Guthrie pointed to continued growth in coffee, refreshers, cold foams, inclusions and seasonal drinks as operators experiment with flavour and texture.

The challenge is converting initial trials into repeat purchases. Guthrie said many limited-time offers generate awareness and short-term excitement but fail to create lasting value once the promotion ends.

Stronger launches, he said, are usually built on broader flavour or beverage platforms that can be extended over time.

“The risk is that brands treat beverages as product extensions rather than strategic platforms,” Guthrie said.

That distinction is becoming more important as operators try to build habitual visits around drinks, rather than simply chase the next trend.

Looking towards 2027, Guthrie expects international influences to continue shaping Australian menus. Southeast Asian trends such as cold foam and inclusions are gaining traction, while bakery-inspired flavours are moving into beverages.

Sweet-and-spicy combinations such as hot honey are also evolving into fruit-and-spice formats, creating another area for menu innovation.

Guthrie will speak at the QSR Media Conference & Awards 2026 on 12 October.