For 2026 Restaurants, These Cups Have It

What do Starbucks’ 2025 collectible Bearista cup and Chipotle’s snack-sized High Protein Cup have in common?

They might be prime examples of the types of restaurant promotions that work in 2026, according to an article at Business Insider.

The Starbucks Bearista, a highly coveted, viral bear-shaped 20 oz. glass cold cup, was introduced in November 2025 as part of the brand’s holiday collection. Featuring a bear in a green beanie holding a drink, it often sold out instantly, causing resale prices to soar.

Meanwhile, Chipotle’s snack-sized High Protein Cup was introduced in December 2025 to cater to the “protein-hacking” trend on social media. And to support customers focusing on macronutrients. Particularly those using GLP-1 medications for weight loss who may prefer smaller, protein-dense meals.

Many brands are currently using limited-time offers or collectible promotions to drive repeat visits, app downloads, or loyalty program sign-ups, Evert Gruyaert, restaurants and food service leader at Deloitte US, told Business Insider. But the question is bigger than a limited-time offer.

Rather, restaurant operators are often trying to align with a broader mission that resonates with consumers, such as sustainability or locally sourced ingredients.

Overall, analysts predict that the restaurant world faces a value-conscious shift in customer behavior in 2026, Business Insider’s Katherine Tangalakis-Lippert reported.

Diners will likely be more selective in the coming year, analysts predicted, and willing to stay home. Meanwhile, costs and competition continue to rise for restaurant operators.

Despite these headwinds, some brands such as fried chicken chain Jollibee are now looking to go public this year, Tangalakis-Lippert said.

And quick-service restaurants with consistent, simple menus like Chick-fil-A could be likely to see gains this year, according to Asit Sharma, analyst for The Motley Fool. As could comfort food concepts that have low overhead and tech stacks purpose-built for digital orders, such as Wingstop.

Some fast casual chains could also have a real edge in this cost environment, said Sharma. These include chains that can monitor inventory levels at restaurants in real time and react quickly and efficiently through centralized ingredient kitchens. Including brands such as mediterranean grill chain Cava.