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The program could lift traffic and average check via beverage-led promotions; 500 US/Canada locations and year-round availability support potential incremental beverage revenue, though success hinges on guest adoption, alcohol mix margins, and promo costs.
What happened, with direct paths to the underlying reporting
Red Robin introduced Spiked Dirty Sodas nationwide, adding seven alcoholic beverages and bottomless nonalcoholic options to its menu. The rollout includes Peppermint Espresso Martini, Santa's Little Helper Dirty Soda, and the return of OREO Candy Cane Milkshake, with availability at participating locations through Jan 3, 2027. This beverage-forward initiative aims to lift traffic and average check, leveraging a viral trend for multi-year relevance.
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