Since the global economic recession, growth has been slow for the consumer foodservice industry. In order to grow sales in mature markets, foodservice operators are looking to take traffic from competitors and be relevant across all times of the day. Beverages are a great way to accomplish this, states Michael Schaefer, head of consumer foodservice research at Euromonitor International. In developed markets, for instance, coffee plays a big role in any push to draw in customers at breakfast time. In developed markets, operators are looking to expand to rural and second-tier cities to draw in more traffic. Here, beverages can help localize a fast food menu in an area that might not be familiar with a particular outlet.