One of the big news items in beverages over the last year has been the introduction of the Coca-Cola Freestyle machine. This soft drink machine creates variations and flavors of many of the different Coke brands, with over 100 different choices and literally thousands of drink combinations. The dispenser allows consumers to mix and match and customize their beverage experience, and equipped with a touch screen, the consumer can choose which variety they prefer.
Coca-Cola, Fanta, Sprite, Iced tea and energy drinks are all available, along with other Coke brands. If choosing Coke, then a sub menu appears with the different flavors available. Options include Regular Coke, Cherry Coke, Lime Coke, Raspberry Coke, and Vanilla Coke. To receive the drink, place your cup below the dispenser and hold the button for the flavor you desire. To stop dispensing, simply lift off the button, and to add another flavor, press the appropriate icon.
I created a Cherry Lime Coke with a splash of Vanilla.
According to operators, the Freestyle machine has generated additional beverage sales—which is no surprise, given how consumers have become accustomed to mass customization of their beverages in coffee shops. No longer is a plain latte a drink of choice; instead, the tall, two pump, extra hot soy latte is a more common order...
Mass customization has become the mantra for cafés and quick-serve restaurants that allow their customers to order highly customized yet quickly producible beverages. Starbucks boasts that customers can order 87,000 different drink combinations. Although this has been a hallmark of specialty coffee operators for years, it is now working its way into more traditional food service operations.