Food & Beverage

As QSRs elevate beverage menus, ice quality takes the spotlight

New research from Aqua-Pure Water Filtration points to growing consumer interest in filtered water and ice quality as restaurants expand premium beverage offerings.

Photo: Shutterstock

October 13, 2026 by Valerie Gritton — Editor, Connect Food

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Ice may be an afterthought for some restaurant operators, but new research suggests it could play a larger role in how consumers evaluate cold beverages — and where they buy them.

Nearly half of consumers (48%) say ice quality or type influences where they purchase a cold beverage, while 91% believe ice can affect beverage taste and 86% prefer ice made with filtered water, according to the 2026 Aqua-Pure Brand National Ice Quality Survey.

The findings point to an opportunity for restaurant operators to consider ice as part of their broader beverage strategy, particularly as chains expand their lines specialty sodas, refreshers, customized fountain drinks and other premium offerings.

"What stood out most in the Aqua-Pure Brand Ice Quality Survey was not just the percentage itself, but how consistently consumers connected ice quality to the overall beverage experience," said Erik Rasmussen, global business lead for Aqua-Pure Water Filtration, in an email to QSRWeb. "It's clear that consumers view ice as an ingredient, not simply something that keeps a drink cold."

Consumers are paying attention to what's in the cup

As beverage innovation becomes an increasingly important part of restaurant menus, the quality of water and ice may deserve more attention alongside syrups, flavor combinations and presentation.

Rasmussen said restaurants are investing in beverages that can serve as traffic and profit drivers in their own right, and because many of those drinks depend on water and ice, consumers are paying closer attention to the ingredients that shape the final product.

The survey found that 69% of consumers say they can tell when ice is made with non-filtered water. However, it does not establish precisely what consumers taste or which water characteristics influence their perceptions.

Rasmussen noted that ice can carry characteristics of its source water into a beverage as it melts. This means sediment and chlorine-related taste and odor compounds, among other impurities, can influence how consumers perceive flavor and freshness.

"Great-tasting beverages start with great-tasting water and ice, and our research suggests consumers recognize that connection," he said.

The findings also suggest that ice quality encompasses more than water purity alone. Appearance, consistency, texture and format can all contribute to the beverage experience, although the survey did not ask respondents to define quality ice in their own words.

In particular, nugget and chewable ice have developed strong followings among consumers who value the texture as much as the drink itself.

"Ice shape and texture can affect how a beverage feels and how consumers interact with it," Rasmussen said. "Water quality, meanwhile, influences the ice itself and potentially the taste experience."

For operators, the opportunity may be to consider both elements when developing beverage programs rather than treating ice type and water quality as separate decisions.

Filtration offers a consistency advantage

Consumer preferences are only part of the equation.

According to the survey, 96% of restaurant operators believe filtered water and ice can help maintain beverage consistency. That consideration becomes particularly relevant for restaurant brands operating across markets with different local water conditions.

"Consistency is one of the biggest challenges for multi-unit operators because local water conditions can vary significantly from one market to another," Rasmussen said. "Consumers expect the same experience whether they're ordering a refresher in Kansas or California," Rasmussen said.

Filtration can help create a more consistent starting point for beverages and ice across locations, he said, potentially influencing beverage taste, ice appearance, equipment performance and the overall guest experience.

The survey also found that 87% of operators have invested in or are considering premium filtration, suggesting that many foodservice businesses are evaluating water quality as part of their operational priorities.

Operators may also consider factors beyond beverage quality, including equipment uptime, maintenance requirements and scale reduction. Sediment and mineral scale can contribute to equipment inefficiencies and service issues, making filtration relevant to both the guest experience and back-of-house operations.

From utility to brand differentiator

Despite its role in nearly every cold beverage, ice has historically received less attention than other components of restaurant beverage programs.

"Historically, many operators have focused on ingredients, recipes, equipment and presentation, while ice has often been viewed as a utility in the back of the house," Rasmussen said.

As restaurants compete through beverage customization and premium offerings, that approach may be changing.

These findings suggest a potential connection between ice quality and the guest experience, although the survey did not directly measure whether better ice increases beverage sales, repeat visits or loyalty.

Rasmussen said that distinction matters as restaurants increasingly use beverage innovation to differentiate their brands.

"When beverages become a strategic growth platform, every element of the beverage experience matters. Our findings suggest that ice quality, beverage consistency and great-tasting water can be important contributors to customer satisfaction and repeat business," he said. "Our survey results tell us that ice is at the center of a fundamental shift in how consumers choose beverage/dining experiences and how restaurant and foodservice operators compete for this business. Once considered a commodity, ice is now emerging as a brand differentiator and potential revenue driver."