After paring back their offerings in 2020, restaurants have recently started to expand their menus again, and fast-casual chains are not the exception. Burger King is bringing back patty melts, Popeye’s launched a golden BBQ chicken sandwich, and Pizza Hut is adding cheeseburger melt to its offerings. But food menus aren’t the only ones getting a revamp in 2024.
According to The Wall Street Journal, “chains known for burgers and burritos have set their sights on consumers’ willingness to spend on what goes into their cups, which can be more lucrative than fast food.” Beverage menus are the new arena where fast-casual restaurants can differentiate themselves, and Texas based chain Whataburger is doing just that, launching an all-new coffee line-up today, complete with iced coffee and new flavors.
Born in Corpus Christi, Texas, in 1950, Whataburger is known for its five-inch burgers, orange and white striped restaurants, and dedicated fan base. It has since expanded across Texas and into 14 other states. Like many QSRs, it has served hot coffee for years, but today, the chain debuted a new iced coffee, along with an improved hot coffee blend. Chilled coffee is a first for the brand, but it’s meant to keep pace with evolving consumer tastes.
Whataburger’s new iced coffee with the chain’s iconic Honey Butter Chicken Biscuit
“Our customers wanted iced coffee, so we took the opportunity to elevate our entire coffee lineup,” Whataburger Senior Vice President and Chief Marketing Officer Scott Hudler said. “Our research shows that cold drinks are especially popular with younger consumers, particularly Gen Z. With iced coffee, we can cater to the tastes of a new demographic while also delivering the delicious hot coffee our long-time fans crave.”
Whataburger’s new coffee is a premium blend of 100% Arabica beans. The balanced but flavorful mix was created specifically for the burger joint using beans from Colombia, Honduras and Nicaragua. The iced coffee blend has the bold aroma of dark-roasted coffee, rounded out by nutty, smoky, and toasted flavor notes. Hot coffee — both regular and decaf — has the classic aroma of a medium roast with a medium body, smooth finish, and citrus and brown sugar flavor notes.
“We sourced beans from the coffee belts of Central and South America, and our menu team spent significant time researching and testing new recipes,” Hudler said. “The result is a premium, proprietary blend with the same quality our guests expect to fuel them 24/7, but with an even better flavor.”
Whataburger’s new hot coffee is a medium roast with citrus and brown sugar flavor notes.
According to QSR, customers in 2024 aren’t asking for but demanding customization options. So, along with its new brews, Whataburger is introducing four flavor options for iced coffee: Sweet Cream, Vanilla, Caramel, and Mocha, keeping true to its “just like you like it” motto. The all-day, every-day availability also helps to eliminate the coffee desert that exists after midnight in most cities, and allows Whataburger to compete with coffee chains.
According to Restaurant Business, limited-time offers are another way to add new items and drive traffic without overextending the menu, and Whataburger is known for its specialty shakes, with limited-time flavors like Dr. Pepper and Banana Pudding winning fans around the country. The newest LTO, the Caramel Latte Shake, is an extension of its new coffee program into the dessert realm. Made with real espresso, it offers a sweet treat with a little caffeine boost.
The Caramel Latte Shake is available for a limited time at all Whataburger locations
While the Caramel Latte Shake will only be available for a limited time, Whataburger’s new coffee is here to stay. Permanent or limited time, the menu additions are indicative of a larger move by the brand to create a more robust beverage program.