Chick-fil-A is branching out from its chicken sandwiches and waffle fries with plans to debut a new beverage-focused concept.
Dubbed Daybright, the standalone drink shop will open in Georgia later this fall.
Unlike a typical Chick-fil-A restaurant, Daybright won’t serve the chain’s signature menu items. Instead, it will feature a whole new lineup, including speciality coffees, smoothies, cold-pressed juices, and other drink creations. More details are expected in the months ahead.
“Daybright is a new beverage-focused restaurant concept and is scheduled to open in the Greater Atlanta area this fall,” said a Chick-fil-A spokesperson in a statement. “Daybright is brought to you by Red Wagon Ventures, LLC, which is a subsidiary of Chick-fil-A, Inc. We look forward to sharing more details in the future!”
Daybright enters a growing space of beverage concepts. Taco Bell is expanding its Live Más Café, while dirty soda shops like Swig are continuing to gain traction. McDonald’s is reportedly testing an expanded beverage lineup after retiring its CosMc’s concept earlier this year.
The new brand also joins Chick-fil-A’s other experimental concepts, such as Little Blue Menu, a ghost kitchen available only through digital ordering and delivery on the Chick-fil-A app. It offers menu items not in the traditional lineup, such as burgers and onion rings.
Daybright reflects a broader trend of menu innovation as brands test new ways to reach customers. Red Wagon Ventures was created to give Chick-fil-A space to explore ideas outside its core restaurants and pilot new ideas.
