Carl's Jr. is adding Monster Energy to its dispensed beverage program with the limited-time launch of Star Energy, a six-drink lineup built around Monster Zero Ultra infusions available at participating U.S. restaurants. The debut marks the first time Monster Zero Ultra has been integrated into a burger QSR's fountain-style menu.

The Lineup

Carl's Jr. is offering three base flavor combinations in 24-ounce sizes, each available in a standard form or a "Dirty" variation topped with cold foam. The six SKUs are Berry Breeze (Monster Zero Ultra and Powerade), Dirty Berry Breeze, Strawberry Splash (Monster Zero Ultra with Sprite and strawberry syrup), Dirty Strawberry Splash, Orange Blast (Monster Zero Ultra with Fanta Orange), and Dirty Orange Blast. Participating locations are also stocking 12-ounce Monster Energy Zero Ultra cans for guests who want the energy drink straight.

The cold-foam "Dirty" builds track a broader dispensed-beverage customization trend that has gained significant traction at coffee chains and is now migrating into QSR and convenience formats. For c-store operators watching category movement, the energy-drink-plus-soda infusion concept mirrors what many forecourt retailers have already seen on their own fountain programs, where younger shoppers mix energy shots or concentrates into fountain pours.

Channel Context

Energy drinks remain one of the fastest-growing center-store categories in convenience retail, and QSR partnerships like this one put pressure on the in-store dispensed beverage set. When a burger chain integrates Monster branding into a customizable, cold-foam-topped 24-oz. cup, it competes directly with the energy-based dispensed drinks that anchor many c-store beverage bars. Operators building out their own beverage destination programs may find the Star Energy format a useful proof-of-concept for cold-foam upsell mechanics at the fountain.

CKE Restaurants Holdings operates more than 3,600 Carl's Jr. and Hardee's units across domestic and international markets. The Carl's Jr. footprint alone covers more than 1,000 U.S. restaurants and 24 countries, giving Monster Energy a wide distribution platform for the Zero Ultra sub-brand at QSR. Monster has pursued similar on-premise and foodservice adjacency plays as the energy category matures and competition for share-of-stomach intensifies.

"Partnering with Monster Energy is a major moment for Carl's Jr.," said Burge Diemer, chief marketing officer for Carl's Jr. "These Monster Energy Ultra infusions bring a fresh twist to the beverage menu." Monster Energy CMO of the Americas Jordi Gayola called out the opportunity to reach new consumers through the Carl's Jr. channel, framing the White Monster SKU as the star of the collaboration.

Activation and Loyalty

To support the launch, Carl's Jr. and Monster Energy will operate a food truck at the Rose Bowl tailgate on Nov. 28, where fans can sample Star Energy infusions alongside Carl's Jr. burgers. The brand is also routing promotional activity through the My Rewards loyalty program and its mobile app — a standard playbook for QSR loyalty-driven LTO launches aimed at driving repeat visits and tracking redemption data at the unit level. For convenience operators benchmarking their own loyalty mechanics, the tie between a beverage LTO and an app-based rewards push is worth noting as a traffic-driving tactic.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.

Frequently Asked Questions

What exactly is Carl's Jr. launching, and why should c-store operators care?

Carl's Jr. is rolling out Star Energy, six Monster Zero Ultra-infused dispensed beverages in 24-ounce sizes with cold-foam toppings at participating U.S. locations. This is the first time Monster Zero Ultra has hit a burger QSR's fountain menu, and it signals direct competition for your energy-based beverage bar—especially with younger demographics who already customize energy drinks at the fountain.

What are the six SKUs Carl's Jr. is offering?

Berry Breeze and Dirty Berry Breeze (Monster Zero Ultra with Powerade), Strawberry Splash and Dirty Strawberry Splash (Monster Zero Ultra with Sprite and strawberry syrup), and Orange Blast and Dirty Orange Blast (Monster Zero Ultra with Fanta Orange). Each standard drink gets a cold-foam variant, plus locations stock 12-ounce Monster Energy Zero Ultra cans for straight-energy buyers.

How does this trend affect my c-store beverage program?

Energy drinks are one of your fastest-growing center-store categories, and QSR partnerships like this one draw traffic away from in-store dispensed beverage destinations. The cold-foam customization model—already proven at coffee chains—migrates QSR beverage destination strategies directly into your competitive set, so you need equivalent innovation in your own fountain program or you lose that transaction.

Is the cold-foam topping just a gimmick?

No. Cold foam tracks a broader customization trend gaining significant traction across categories, and it's a differentiation lever Carl's Jr. is using to make its 24-ounce energy-hybrid drink feel premium and Instagram-worthy. If your c-store beverage bar isn't offering comparable visual appeal or customization options, you're leaving margin on the table with younger shoppers.

What's my immediate action item here?

Audit your current dispensed beverage lineup—especially energy-plus-soda combinations—and test cold-foam or premium topping applications on high-velocity SKUs like energy drinks. Track whether Carl's Jr. locations in your trade area see traffic lift from Star Energy, then benchmark your own fountain innovation budget against what QSR chains are now deploying.