Coffee, not dirty sodas, is driving demand in afternoon restaurant visits, particularly among Gen Z and millennials, according to a National Restaurant Association report.
Gen Z and Millennials Fuel Beverage-Only Purchases
Half of Gen Z consumers and 47% of millennials make weekly beverage-only purchases, shaping the explosive growth of beverage-forward brands like 7 Brew and Dutch Bros. This trend is significantly concentrated in the afternoon, with 69% of consumers making such purchases during lunch (between 11 am and 2 pm) or mid-afternoon (between 2 pm and 5 pm). This means that more than two-thirds of all beverage-only purchases occur during these two time windows, compared to just 39% in the morning and 24% in the evenings.
The frequency of these beverage purchases by younger consumers is a significant factor driving the growth of beverage-only or beverage-forward brands. As of 2026, brands like 7 Brew and Dutch Bros have seen substantial increases in their customer base and revenue, with many opening new locations to meet the demand.
The generational divide on beverage-only purchases is quite stark. Only 36% of Gen X consumers and 20% of baby boomers partake in beverage-only restaurant occasions on a weekly basis. This stark contrast indicates that as millennial and Gen Z consumers, who are more likely to make beverage-only purchases, continue to gain spending power over time, beverage-only restaurant visits are likely to increase.
Coffee: The Top Demand Driver
Notably, consumers crave more coffee variety above all else, with 39% seeking additional options. This trend is particularly strong among Gen X consumers at 45%, followed by baby boomers at 40% and Gen Z (zoomers) at 33%. Meanwhile, only 19% of consumers desire more artisanal sodas, and baby boomers lead that demand at 23%, indicating that while dirty sodas may be appealing to some, they are not as universally desired as coffee.
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Major quick-service restaurants (QSRs) have recognized this trend and are innovating their menus accordingly. Taco Bell, for instance, launched Coffee Chillers in late 2023 and began testing cold brew coffees earlier this year, demonstrating their commitment to expanding their coffee offerings and appealing to a wider range of customers.
Yum Brands Chief Marketing Officer Ken Muench commented on this trend, stating, “Consumers are increasingly willing to try premium coffees from non-café concepts,” reflecting the growing demand for coffee variety and innovation outside of traditional coffee shops.
In contrast, while brands have poured resources into beverage innovations like refreshers and dirty sodas to capture these afternoon occasions and attract diners with colorful, photogenic beverages, the market for those drinks may actually be limited. Only 18% of Gen Z consumers and 23% of baby boomers want more options in artisanal or crafted sodas, indicating that while there is some interest, it is not as widespread or intense as the desire for coffee variety.
For example, McDonald’s added dirty sodas to their menu in Q2 2026, but the novelty of the items did not overcome their complexity. The long ticket times associated with preparing these drinks contributed to McDonald’s underperformance in same-store sales projections, demonstrating that while dirty sodas may have some appeal, they are not a universal traffic driver.
As Gen Z and millennials continue to wield their spending power, beverage-only restaurant visits, particularly driven by coffee, are likely to increase. However, the future of dirty sodas remains uncertain, as their appeal appears limited compared to other beverages, and their complexity can hinder their popularity in busy quick-service restaurants.