Coca-Cola announced on Thursday the launch of a new advertising campaign aimed at boosting its soft drink sales in restaurants, amid challenges facing the restaurant industry due to declining customer traffic and slow sales growth. This campaign is the first of its kind to include advertisements featuring multiple restaurant partners, showcasing a group of customers ordering their meals at a variety of chains, all concluding with the phrase 'and Coca-Cola.'
The campaign includes advertisements launched across 13 different restaurant chains, including: Arby’s, Culver’s, Domino’s Pizza, Five Guys, Jack in the Box, Jimmy John’s, Panda Express, Popeyes, Sonic, Wendy’s, Whataburger, White Castle, and Wingstop. Beverages, even simple ones like Coca-Cola, are among the high-margin items on the menu, helping to boost profits in an industry known for its tight margins.
Details of the Campaign
Data shows that customer traffic to American restaurants declined by 2% in February, according to data from Black Box Intelligence. A survey conducted by Revenue Management Solutions revealed that 38% of consumers reported spending less at restaurants during the first quarter of 2026.
In light of these circumstances, Coca-Cola aims to support restaurant sales through marketing partnerships. Company executives noted that they have collaborated with restaurant partners to market bundled meals with beverages to increase customer traffic and beverage sales. Coca-Cola has added a marketing budget to make $5 value meals more appealing at U.S. McDonald’s locations.
Background & Context
The restaurant industry has faced significant challenges in recent years, as economic crises have led to reduced spending on dining out. This has particularly impacted beverage sales, which are considered a staple on menus. In 2025, Coca-Cola's sales in North America increased by 4%, but its domestic sales volume fell by 1%, indicating weak demand for its beverages.
Coca-Cola is seen as a business partner for restaurants rather than just a beverage supplier, offering insights and marketing suggestions to chains like Burger King and Wendy’s. Coca-Cola's food service business is an indicator of consumer sentiment, with one executive stating, 'If food service catches a cold, North America will catch a cold too.'
Impact & Consequences
Coca-Cola expects moderate sales growth in 2026, reflecting ongoing challenges in the market. An increase in Coca-Cola's sales in restaurants will also benefit the company, as Coca-Cola has not publicly disclosed the percentage of its sales that come from restaurants, but executives have previously indicated that about half of their sales come from out-of-home channels, including cinemas, airplanes, and amusement parks.
The new advertising campaign is a strategic move by Coca-Cola to enhance its market presence and stimulate demand for its beverages amid challenging economic conditions. This campaign may also lead to increased brand awareness for Coca-Cola and strengthen its partnerships with restaurants.
Regional Significance
Although the campaign focuses on the U.S. market, its impact may extend to the Arab region, where competition in the beverage industry is increasing. Arab companies may benefit from the marketing strategies employed by Coca-Cola to boost their sales in restaurants, especially given the rising demand for soft drinks.
In conclusion, this campaign reflects Coca-Cola's ongoing efforts to adapt to market changes and strengthen its partnerships with restaurants, which may contribute to improving its sales in the future.