We reported on the original launch of Coca-Cola’s Freestyle soda fountain machines some time ago. Now Coke is rolling out a significant update on the concept, apparently as a power-volley in the intensifying war in the Fizzy Drink sector…
The new Freestyle dispensers: (L. to r.) Freestanding, tabletop, service counter and
compact floor models. More flavours, more options, more vendor customization…
Coke unveiled ver. 1.0 of its Freestyle soda machine not that long ago, in industry evolution terms. Fans had been using McDonald’s (and other outlets’) self-serve traditional fountain dispensers to mix custom quaffs for years. The Freestyle system was intended to let fans mix their own custom blends of classic Coke drinks officially, in a controlled environment, while adding ‘options’ for new custom drinks.
Empowering the masses
Not really intended for restaurants, the Freestyle system was targeted to ‘venues’ such as movie the-atres, amusement parks, private clubs, airport VIP lounges and convenience stores. The key descript-ive in Coke promo literature is ‘compact venues’ where traditional fountains were impractical before.
But Coke also wanted Fast Food joints to install them – by the tens of thousands. Alas, the freestyle concept didn’t fit with the business models of most of the chains. Even McD’s – which might have been the birth-place of the freestyling movement – is phasing out self-serve beverage dispensing over the next few years in favour of a custom, crew-operated system that’s integrated into their new AI-enabled digital ordering and fulfillment vision.
What’s new in version 2?
“We’re evolving our dispense equipment into a connected, intelligent platform where every pour strengthens our understanding of consumers and every unit becomes part of a global network,” Gigy Philip, Vice President, Global Equipment Platforms at Coca‑Cola, said in the official news release. “At scale, that’s what allows us to move faster, differentiate our system, and deliver more relevant ex-periences at the point of pour.”
Just the tip…
But, like an iceberg, the new Freestyle machines are simply the tip of the system – the part that shows in public…
“With live data from roughly 11 million servings per day, Coca‑Cola Freestyle is the largest, live con-sumer taste test in the world,” said Megan Tallman, Vice President, Foodservice Innovation and Equipment at Coke North America. “No other company has the real-time insight into exactly what consumers are choosing nor the ability to use that same equipment to then craft and launch new drinks based on the trends we see emerging.”
My take
I’m just wondering why it took so long for Coke to jump on the freestyling bandwagon, given the rel-atively long history of the popular practice ‘in the field’. It probably had more to do with the data collection and processing system behind it than the dispensers themselves.
And I’m curious about why McDonald’s didn’t wait for the new Freestyle system to burst on the scene before going to the trouble and expense of building its own data-driven system. I’ll bet Coke’s Free-style would have integrated beautifully with both its own digital network and McD’s new AI-enabled, automated operating ‘framework’…
~ Maggie J.