Coffee Shops: Drive Thru to Drive Results
Technology, Serving Solutions, Culinary
2025.06.01
Lauren Tamborino
Experts in the Food and Beverage industry have indicated that there is a noticeable skew toward younger coffee drinkers, with Gen Z starting to consume coffee around age 15, compared to Millennials who began at age 18 to 20. The trend is driven by a change in lifestyle choices; coffee becoming what some may call an “accessory” alongside their wardrobe.
But it’s more than just coffee, it’s a lifestyle. Coffee has become an overwhelmingly trendy and adaptable beverage, paired with diverse flavor enhancements and non-dairy milks - boosting its appeal across cultures. Anyone can enjoy a cup of black coffee, or a coffee shops’ signature iced latte. A large majority of shops are introducing what some call “refreshers” - typically a fruity beverage crafted to energize without the heaviness of coffee. With that, these shops are no longer designed for only coffee, but morphing into stops for energy drinks, and other sorts of sips.
While the older generations may be concerned about the early consumption of caffeinated beverages by Gen Z, the COVID-19 pandemic may be at blame for this abrupt change. After surviving a worldwide pandemic, quick-service restaurants (QSRs) had to alter their etiquette. Among these post-pandemic behaviors are convenience, speed, and safety - all tailoring how the coffee and F&B industries transformed.
Amidst this adjustment, drive-thru-only coffee shops took precedence in the QSR industry. Fueled by consumer expectations around convenience, and speed, chains like Dutch Bros, Scooter’s, and especially 7 Brew Coffee are leading this change. A major player in the foodservice research industry, Technomic ranks 7 Brew as the #1 fastest-growing operator with a 163% increase in 2025, data pulled from the top 1,500 chains.
The ability to order and receive a beverage without leaving one’s vehicle remains a leading factor in defining convenience. For business owners, drive-thru-only models present a compelling option - offering potential savings on space and labor while allowing greater emphasis on operational efficiency and drive-thru performance.
It comes with no surprise that these drive-thru-only shops are starting to gain traction. One of the largest QSR chains in the world, McDonald’s, launched CosMc’s as an experiment to better understand the rapidly expanding drive-thru beverage market.
However, after completion of this testing, the fast-food giant will close the five stand-alone CosMc’s locations, and begin testing beverages inspired by it at hundreds of McDonald’s locations. Examples of drinks that may be tested include the Popping Pear Slush, Churro Cold Brew Frappé, and Sour Cherry Energy Burst.
While creative concepts and forward-thinking ideas continue to emerge around drive-thru-only beverage shops, the reality of meeting consumer demands for convenience, speed, and efficiency remains a significant challenge. Operators must remain agile in an industry that is constantly evolving. To keep pace with shifting expectations and objectives, brands need to invest in the proper equipment - assuming they already embrace a future-forward mindset.
sources
https://www.restaurantbusinessonline.com/operations/mcdonalds-plans-close-its-cosmcs-locations
https://www.cnn.com/2025/05/24/food/mcdonalds-cosmcs-spinoff-closure
https://www.gourmetpro.co/blog/coffee-market-trends-expert-insights