A customized order can include a free substitution, a paid ingredient or a separately priced portion. Starbucks, Chipotle and 7 Brew illustrate those different structures.
Milk choices and milk upgrades#
Starbucks announced on October 30, 2024 that it would remove the extra charge for nondairy milk starting November 7. It covered company-owned and operated stores in the U.S. and Canada, including soy, coconut, almond and oat milk. 2024 announcement
The company described nondairy substitution as its second-most-requested customization, behind adding espresso. The change applied to a specific ingredient choice within a beverage, allowing customers to switch milk without that surcharge.
At the time, Starbucks estimated that almost half of U.S. customers paying to modify drinks at company-operated stores would see prices fall by more than 10%.
Starbucks' customization guide, observed October 1, 2026, lists whole, 2%, nonfat and nondairy milk choices at no extra charge. It separately identifies Protein-boosted Milk as a paid option for beverages whose recipes contain milk. Customization guide
That option blends 2% milk with whey protein and is prepared daily by baristas. Starbucks says the amount of protein added varies by drink; a grande hot or iced latte gains 12 to 16 grams.
What a quesadilla includes#
Chipotle's March 2021 quesadilla launch combined ingredient choices with a set number of sides. Announced March 9 for a March 11 debut in the U.S. and Canada, the entrée was ordered only through Chipotle's app or website. Customers could select three salsas or sides, including tomato salsa and sour cream, with guacamole costing extra. Quesadilla launch
Filling options included chicken, steak, carnitas, barbacoa, Sofritas and fajita vegetables alongside Monterey Jack cheese.
The format had an operating history: Chipotle tested it in Cleveland and Indianapolis during summer 2020, using its Digital Kitchen. For the launch, a custom oven pressed the folded tortilla. The packaging held the quesadilla and the selected accompaniments, making side selection part of the entrée while retaining an extra charge for guacamole.
Protein in an entrée or on its own#
Chipotle announced another format on December 18, 2025, for a December 23 rollout in the U.S. and Canada: a High Protein Menu available in restaurants, its app and its websites. It included configured bowls and burritos with double Adobo Chicken, plus a separate 4-ounce chicken or steak cup. Protein menu announcement
The announcement quoted $3.82 as the U.S. national weighted-average price for the chicken cup. The company said prices varied by item and location. Its pricing footnote excluded guacamole, queso and other extra charges; sides, drinks and taxes were additional. Delivery carried higher prices and fees. The cup provided a separately purchasable portion alongside the configured entrées.
A serving added to the drink#
7 Brew's protein FAQ, observed October 1, 2026, describes a $2 charge per serving for a boost that can be added to any menu drink. The company says it is available at all stands. Protein FAQ
Each serving contains 15 grams of protein from unflavored collagen derived from pigs. The posted $2 charge covers that added serving, separate from the beverage. Its eligibility extends to any menu drink; Starbucks' protein-milk option applies to drinks whose recipes already include milk.
QSR Pro Staff
The QSR Pro editorial team covers the quick service restaurant industry with in-depth analysis, data-driven reporting, and operator-first perspective.
More from QSR
