Today, Chick-fil-A subsidiary Red Wagon Ventures opened its first location of beverage-centric foodservice concept, Daybright Coffee & Refreshment.
Since it began to take shape last month, Red Wagon Ventures and Chick-fil-A have remained relatively quiet on details related to Daybright, including how many locations are planned.
With a former Chick-fil-A location in Hiram, Ga., now operating as the inaugural Daybright store, the scope of the drink-focused concept shows a menu of specialty coffees, smoothies, juices and flavored sparkling waters called “Fizzes.”
The QSR concept is leaning into trends with Protein Coffees and flavored cold foam add-ons (including more protein-laced options) as well as “The La-Tea-Da,” a whole milk swirled decaf hibiscus tea, topped with edible glitter.
The menu expands on the beverage category with signature flavored cold brew coffees, smoothies, cold-pressed bottled juice blends, as well as classic coffee and tea options. There is also a variety of food options for breakfast and lunch occasions, ranging from savory “Pocketfulls” english muffin sandwiches, egg bites and a breakfast burrito to sweet treats like donuts and a Chocolate Pull Apart brioche.
Inside, Daybright follows the standard QSR set-up with counter service ordering, a grab-and-go cold case for bottled drinks and ready-to-eat food. The location also includes drive-thru service.
Like many QSR chains, Daybright launched with a rewards program to encourage repeat visits. According to the company website, Daybright is sourcing coffee through Thrive Farmers – a group that partners directly with farming families – and uses a “local roaster near Atlanta” for its finished beans, which are later ground on-site.
Chick-fil-A is venturing into similar territory covered by other fast-food franchises. From McDonald’s now-defunct beverage CosMc’s experiment to Taco Bell’s Live Mas cafes, QSR chains are searching for ways to refresh their identities as sales slip.
Even Starbucks has been strategizing how it can give itself a boost as sales declined 2% in FY2025. The Seattle-based coffee company has closed 627 stores in the last month as it restructures its business to bring customers “Back to Starbucks.”