The former Chief Executive Officer of Taco Bell has expressed dissatisfaction with McDonald's recently launched beverage menu, citing a perceived lack of creativity. Greg Creed, instrumental in developing the "Baja Blast" drink at Taco Bell over two decades ago, offered his perspective on the new "refresher" drinks from McDonald's. Creed remarked on LinkedIn, stating that the flavors introduced by McDonald's could have been conceived by any brand. He suggested that McDonald's should have focused on making these drinks uniquely identifiable with its brand through distinctive design and naming conventions.
Former Taco Bell CEO Assesses McDonald's New Beverage Strategy
In mid-August 2026, McDonald's unveiled its collaborative energy drink, the "Dragonberry Energizer," developed in partnership with Red Bull. This marks McDonald's initial venture into the energy drink market, alongside a broader revamp of its McCafé brand. The initiative aims to attract younger consumers who are increasingly seeking novel and personalized beverage choices. McDonald's executives previously indicated in a February earnings call that they see a potential global growth opportunity exceeding $100 billion in the beverage sector.
Beverages typically offer higher profit margins compared to food items, making them a crucial driver for increasing customer visits throughout the day. This strategic focus is vital for fast-food chains seeking new revenue streams. Starbucks, for instance, has achieved considerable success with its own line of caffeinated refreshers, which now constitute a $2 billion business, ranking as its second-highest-selling beverage category after espresso. McDonald's plans to introduce its Red Bull collaboration drink in US restaurants starting August 17th, concurrently with new vanilla flavor modifications for its existing Coca-Cola products. Creed, in his LinkedIn commentary, suggested that McDonald's recent product launch falls short when compared to the distinctive "Baja Blast" drink, which Taco Bell debuted in 2004. He highlighted that the Baja Blast's success stemmed from its unique flavor, vibrant color, and name, all deeply interwoven with Mexican cultural themes. Creed reiterated his belief that any brand could have introduced McDonald's new flavors, implying that Red Bull and Coca-Cola benefited more from the partnership. McDonald's, in an April press release announcing its refreshers, emphasized the careful development process, with Alyssa Buetikofer, the company's Chief Marketing and Customer Experience Officer, stating that only McDonald's could consistently deliver such an experience across its nearly 14,000 restaurants daily. Business Insider's request for comment from McDonald's regarding Creed's assessment did not receive an immediate response.
This situation underscores the importance of brand identity and innovation in the highly competitive fast-food industry. While partnerships can offer new product lines, true success often lies in creating offerings that are not only appealing but also uniquely aligned with a brand's core values and image. The criticism from a seasoned industry veteran like Greg Creed serves as a reminder that capturing consumer attention requires more than just new ingredients; it demands a compelling narrative and a distinctive experience.