A limited-time candy collab that proved its pull in regional tests is now going system-wide. Zaxbys is making its NERDS Strawberry Milkshake available at all of its more than 1,000 locations across 24 states starting August 31, citing strong guest demand from its 2025 market pilots as the catalyst for the national rollout.

What's In the Cup

The beverage builds on the chain's hand-spun strawberry milkshake base by blending in Original NERDS candies for a sweet-and-tart crunch. It's finished with NERDS Gummy Clusters candy, Rainbow NERDS candy, whipped cream, and a Maraschino cherry. The layered texture play — creamy milkshake against the snap of hard candy and the chew of gummy clusters — reflects a broader QSR trend of using confectionery brands to add sensory complexity and instant flavor recognition to beverage LTOs.

"The NERDS brand is such a fan-favorite, iconic candy, and we knew its signature sweet-and-tangy crunch would take our hand-spun Strawberry Milkshake to a whole new level," said Patrick Schwing, Chief Marketing and Strategy Officer at Zaxbys. "After seeing how much guests loved it in our test markets, we're excited to bring it to fans nationwide for a limited time."

The Operator Playbook

For Zaxbys franchisees, the rollout represents a low-friction upsell opportunity. The milkshake slots naturally alongside the chain's core Chicken Fingerz platform and crinkle fries, giving crew members a straightforward attach pitch at the point of sale. Candy-branded beverage collaborations have shown strong pull on social platforms, which can drive incremental traffic during the LTO window without requiring significant kitchen modifications.

The move also underscores a disciplined test-and-scale approach: Zaxbys piloted the item in select markets in 2025 before committing to a national launch, a strategy that reduces rollout risk and builds pre-existing consumer awareness. Operators tracking limited-time beverage strategy in QSR will recognize this as a maturing playbook — test regionally, prove velocity, then expand with momentum already built.

Context and Scale

Zaxbys, founded in 1990 and headquartered in Atlanta, was named Transformational Brand of the Year by QSR Magazine in 2025. The chain's footprint of 1,000-plus locations gives the NERDS collaboration meaningful national reach. For industry observers following candy and CPG crossovers in foodservice beverage, the Zaxbys-NERDS pairing is one of several restaurant-confectionery tie-ups that have gained traction as chains look for culturally resonant, low-cost menu differentiation. The milkshake is available in-restaurant, via zaxbys.com, and through the Zaxbys mobile app for a limited time.

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.