Starbucks, Dunkin', and Luckin push products outside of coffee

For decades, coffee has been the foundation of the coffee shop business. But some of the industry's biggest growth opportunities are increasingly coming from beverages that contain little to no coffee at all.

This summer, major coffee chains are rolling out a wave of fruity refreshers, frozen drinks, teas, and specialty beverages as they compete for customers beyond the traditional morning coffee occasion. The shift reflects a broader strategy taking hold across the restaurant industry, where beverages have become one of the most important drivers of traffic, profitability, and customer engagement.

The trend comes as consumers seek greater variety, younger customers gravitate toward customizable and visually appealing drinks, and restaurant operators look for new ways to increase visit frequency. As a result, coffee chains are investing heavily in beverage innovation that extends beyond their core coffee offerings.

Coffee remains a main category, but its growth potential is naturally limited by established consumption habits. Refreshers, teas, frozen beverages, and specialty drinks help brands reach a wider audience and create additional purchase occasions throughout the day.

Starbucks, Luckin Coffee, and Dunkin' are among the latest chains embracing that strategy, each launching new seasonal beverage lineups centered on fruit flavors, refreshment, and limited-time appeal.

While some of the drinks still incorporate coffee, it's becoming clear that these chains are increasingly relying on non-coffee beverages as a key driver of future growth.

Starbucks expands frozen beverage linup

Starbucks (SBUX) recently unveiled four new Blended Energy Refreshers, combining fruit flavors with either lemonade or coconut milk, blended with ice and real fruit pieces.

The new lineup includes:

• Blended Mango Dragonfruit Energy Refresher
• Blended Mango Strawberry Energy Refresher
• Blended Pink Energy Drink
• Blended Matcha Lemonade

The frozen beverages will launch at Starbucks locations nationwide beginning July 14, according to a company announcement.

The introduction highlights Starbucks' continued effort to expand beyond traditional coffee offerings as it competes with other brands for customers seeking refreshing beverages during the summer months.

Luckin Coffee leans into citrus flavors

Luckin Coffee (LKNCY) has also introduced four limited-time beverages as part of its Orange C series, combining orange juice with various drink formats.

The lineup includes:

• Orange Americano: Hot or iced Americano with orange juice
• Orange Velvet Latte: Espresso and orange juice, topped with an orange-infused cream layer, served hot or iced
• Orange Iced Tea: Hot or iced jasmine tea with orange juice
• Orange Grapefruit Frappe: Jasmine tea blended with orange juice and ice, topped with whipped cream

While two beverages contain coffee, the broader launch follows the same fruit-focused strategy seen across the industry. Notably, half of the lineup consists of non-coffee drinks, reinforcing the growing emphasis on refreshment beverages over traditional coffee products.

The Orange C lineup is currently available at all Luckin Coffee locations in New York, the company confirmed to TheStreet via email.

Dunkin' doubles down on refreshers through Barbie partnership

Dunkin' has taken a similar approach through its latest collaboration with Barbie, introducing seven pink-themed beverages centered around its new Barbie Pink Strawberry Cold Foam.

The promotion includes several refresher variations, matcha beverages, and coffee drinks featuring the seasonal cold foam topping.

The offerings include:

• Ultimate Pink Daydream Refresher
• Double Strawberry Daydream Refresher
• Pink Mango Daydream Refresher
• Pink Cherry Daydream Refresher
• Strawberry Cloud Matcha
• Strawberries & Creme Cloud Dunkalatte
• Almond Strawberry Shortcake Iced Coffee

The collaboration is now available nationwide at Dunkin' locations, according to a company announcement.

Like Starbucks and Luckin Coffee, Dunkin' is using limited-time beverage innovation to create excitement and encourage repeat visits during the peak summer season.

Although each brand is taking a different approach, the launches share a common theme. Coffee chains are increasingly using non-coffee drinks to attract customers beyond traditional coffee drinkers and create new consumption occasions throughout the day.

Competition among coffee chains continues to intensify

Recent foot traffic data underscores the increasingly competitive environment facing coffee chains.

According to Placer.ai, Starbucks recorded a nearly 1% year-over-year decline in visits during the first quarter of 2025, while Dunkin' experienced a 1.7% drop.

However, both brands appear to have regained momentum later in the year. During the third quarter of 2025, Starbucks visits increased 0.7% year-over-year, while Dunkin' visits rose 1.7%, according to Placer.ai's latest data.

Shira Petrack, Head of Content and industry analyst at Placer.ai, said seasonal promotions and limited-time beverage launches have helped drive renewed customer engagement.

At the same time, competition within the coffee category continues to intensify. While there is no public traffic data directly comparing Luckin Coffee to Starbucks and Dunkin', the chain has expanded rapidly since its U.S. debut in June 2025 and now operates 14 locations across New York City.

Together, those trends suggest consumers remain willing to visit coffee chains when presented with compelling new products, even as discretionary spending remains under pressure and shoppers become increasingly selective about where they spend their money.

Why beverages matter more than ever

The industry's growing focus on beverages is rooted in economics.

Restaurants typically operate on relatively thin net margins, often ranging between 3% and 6%, according to the latest industry data from Toast.

Drinks, however, can generate significantly higher margins than food items due to their comparatively low ingredient costs and premium pricing.

Beverage gross margins can range from 60% to 80%, while food margins are generally lower at approximately 65% to 70%, according to KitchenNmbrs. In many cases, a drink that costs only a few cents to produce can be sold for several dollars.

That profitability makes beverages an attractive growth opportunity for restaurant operators looking to improve financial performance without significantly increasing operational complexity.

"In a landscape where consumers increasingly perceive grocery stores as offering ‘much better' value (55 percent) than restaurants, limited-service restaurants must innovate to regain their footing," said Rich Products Senior Customer Marketing Manager Alyssa Barrett on QSR Magazine. "Specialty beverages offer a way to refresh the value proposition-not just in terms of cost, but in experience, convenience, and customization."

Here's some of my previous coverage on beverage menu innovations:

• Starbucks drops another summer surprise as competition heats up
• Taco Bell makes menu move to take on McDonald's and Starbucks
• Dunkin' copies trendy Starbucks menu move
• Chick-fil-A launches a new drinks-based restaurant brand

As beverage competition accelerates across the restaurant industry, coffee chains are increasingly positioning specialty drinks as a strategic growth engine. Beyond generating higher margins, these products can help brands diversify revenue streams, attract new customers, expand into additional dayparts, and strengthen long-term customer loyalty.

The latest launches from Starbucks, Luckin Coffee, and Dunkin' suggest the battle for coffee customers is increasingly being fought with drinks that aren't coffee at all.

Related: Starbucks brings back viral drink after 7 years, adds new item

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This story was originally published June 10, 2026 at 6:17 AM.