The New Dr. Pepper Floats are an Indulgent Summer Treat
Katherine Pendrill — June 23, 2016 — Lifestyle
References: businessinsider & brandeating
McDonald's recently expanded its summer drink line-up with the addition of its new Dr. Pepper Floats. Putting a cool new twist on the classic root beer float, this creamy co-branded treat gives consumers a tasty way to beat the heat.
The new Dr. Pepper Floats consist of McDonald's soft serve ice cream combined with Dr. Pepper soda. The hybrid drinks are only available at select locations in Seattle and New York, meaning consumers may have to resort to assembling their own drink in places where the item is not officially on the menu. This limited availability is largely the result of a move to give McDonald's franchisees more flexibility when it comes to offering new menu items.
Although the floats are new to US menus, the chilly drinks have been available in places like India, Hong Kong and the Philippines for quite some time now.
The new Dr. Pepper Floats consist of McDonald's soft serve ice cream combined with Dr. Pepper soda. The hybrid drinks are only available at select locations in Seattle and New York, meaning consumers may have to resort to assembling their own drink in places where the item is not officially on the menu. This limited availability is largely the result of a move to give McDonald's franchisees more flexibility when it comes to offering new menu items.
Although the floats are new to US menus, the chilly drinks have been available in places like India, Hong Kong and the Philippines for quite some time now.
Trend Themes
1. Fast Food Floats - There is an opportunity to expand the market for customized fast food floats beyond the limited regional availability through co-branding and more dynamic menu options.
2. Co-branded Treats - There is an opportunity to develop co-branded treats that combine unique flavors from different brands and create a new market experience for consumers.
3. Limited Menu Items - There is an opportunity to provide franchisees with more flexibility to create and offer new menu items while maintaining brand consistency through a more streamlined approval process.
Industry Implications
1. Fast Food Industry - The fast food industry has an opportunity to redefine their market experience by innovating customizable menu options that offer unique flavors and regional tastes beyond traditional core items.
2. Beverage Industry - The beverage industry has an opportunity to leverage co-branding opportunities to create flavor combinations that appeal to consumers and increase product differentiation.
3. Franchise Industry - The franchise industry has an opportunity to empower franchisees to create unique menu items that cater to local market tastes and preferences while adhering to brand standards through a more collaborative approval process.
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