Beverages: The Last Frontier of Branding



Globally, Consumer foodservice operators branded products to be easily recognizable: the Whopper or the Big Mac for example. However, soda fountains usually contain Coca-Cola or Pepsi products, products with no brand connection to the outlet. Michael Schaefer, head of consumer foodservice research at Euromonitor, states the picture of beverage branding is shifting. Starbucks was the forerunner in beverage branding, pioneering the Frappuccino drink, and thus branding all of their beverages ever since. While we will never see Coke or Pepsi branded drinks leave outlets, Schaefer states that branded beverages might give consumers one more reason to go to a restaurant.

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