Cleaning Up with Dirty Soda: Restaurants Respond to Carbonated Beverage Craze

Despite consumer obsession with health and wellness, a new trend is popping up in restaurants nationwide—dirty soda. A  fizzy blend of soda, creamy additives, and a dizzying array of flavored syrups, dirty soda is the latest drink sensation that has taken the internet by storm. A reflection of the way food and drink trends are ever-evolving, indulgence and creativity are taking center stage, even as folks remain increasingly mindful of what they consume.

How Restaurants Respond to Carbonated Beverage Craze: Key Takeaways

• Dirty Soda is a Trend with Staying Power: A customizable and indulgent blend of soda, syrups, and creams, dirty soda has become a viral sensation, attracting customers seeking non-alcoholic refreshments.

• Appeals to the Clean and Sober Community: The trend offers a fun, flavorful alternative to alcohol, making it especially popular among the sober-curious community.

• Restaurant Profit Opportunity: By adding dirty soda to the menu, restaurants can respond to this carbonated beverage craze, and tap into a growing market.

Dry Beginnings

In response to the state of Utah’s "dry" culture,  the dirty soda drink buzz began 15 years ago in St. George, Utah, when Swig, a drive-through soda-fountain chain was founded. Offering a fun and tasty alternative to cocktails, the brand tapped into a collective desire for a unique, customizable non-alcoholic drink experience that fits within the state's restrictive alcohol laws. 

Demand for the dirty drink has been pouring in, with Swig opening 14 locations across the western US since 2010.

Why it’s Trending 

• Viral Social Media Phenomenon: With influencers across TikTok and Instagram amplifying the craze, and capturing the attention of a large audience, particularly Gen Z.

• Nostalgic Appeal: At first glance, dirty soda may seem like an unlikely contender in an era where health and fitness reign supreme, but its appeal lies in its nostalgic nature, with nods to fountain-soda counter days of years-gone-by. 

• Novel and Fun:  An endless array of vibrant colors and fun flavors give customers a personalized experience. With varieties from Dr Pepper, sweet cream, and cherry syrup to Sprite, whipped cream, and raspberry flavoring, each version can be tweaked to cater to different taste profiles.

• Cultural Significance: Originating in Utah and tied to the preferences of the Mormon community, its spread has garnered media attention, highlighting regional food and beverage cultures.

• Response from Major Brands:  Coca-Cola, Pepsi, Dr Pepper, McDonald's, and other big players have gotten involved, indicating the trend's growing influence and potential market.

• Consumer Demand for Customization: The core of the trend lies in the ability for consumers to personalize their drinks, aligning with the broader desire for customized  experiences.

• Growth in NA Beverage Market: The rise of "dirty soda"  taps into the increasing demand for non-alcoholic alternatives that are still indulgent and exciting.

Read more: Stirring Up a Restaurant Revolution: Tapping into the No and Low-Alcoholic Beverages Market

How Soda Gets Dirty 

Dirty soda is a blend of sodas (think Coca-Cola, Pepsi, and Dr Pepper), creamy additives, like heavy whipping cream, almond milk, and coconut cream, and a variety of flavored syrups (i.e., cherry, raspberry, and vanilla), resulting in a fizzy, refreshing treat with ageless appeal.  

Cleaning Up with Dirty Soda 

Restaurants across the nation have started taking notice of the dirty drink trend, hopping on a carbonated beverage craze that’s as fun and Instagrammable as it is profitable.

A shift in consumer behavior that has fueled massive growth in the low and no-alcohol industries, a novelty menu like dirty soda that offers a combination of free-spirited indulgence with alcohol-free freshness can be profit-making magic. By taking advantage of the trend’s rise in popularity across social media and its appeal to the clean and sober community, savvy restaurant operators are seizing the opportunity.

Build Your Own Dirty Soda

Create a "Build Your Own Dirty Soda" menu where customers can choose their base soda, syrup flavors, and add-ins, making the experience interactive.

Minty Mojito Dirty Soda

Ingredients:

• 1 cup club soda

• 1 tablespoon lime syrup

• 2 tablespoons mint syrup

• Crushed ice

• Fresh mint leaves for garnish

Tropical Creamy Dirty Soda

Ingredients:

• 1 cup lemon-lime soda (Sprite or 7-Up)

• 2 tablespoons coconut cream

• 1 tablespoon pineapple syrup

• Crushed ice

• Maraschino cherry for garnish

Cinnamon Roll Dirty Soda

Ingredients:

• 1 cup root beer

• 1 tablespoon cinnamon syrup

• 2 tablespoons vanilla cream

• Crushed ice

• Cinnamon stick for garnish

Berry Sweet Dirty Soda

Ingredients:

• 1 cup club soda (for a lighter, more refreshing base)

• 2 tablespoons blueberry syrup

• 1 tablespoon heavy cream

• Fresh berries (blueberries, raspberries, or strawberries)

• Crushed ice

Dirty Appeal to the Clean and Sober 

While the drink may seem like a bit of guilty pleasure, the trend has also sparked a wave of interest among consumers that embrace a clean and sober lifestyle.   

With a cultural shift towards alcohol-free living evidenced in the rising popularity of Dry January, savvy restaurants  are meeting an increasing demand for sober and sober-curious options all year long. Adding to a growing list of  zero-proof wines, NA beers, and mocktails,  Dirty Sodas are another way restaurants can respond to the desires of a movement  that’s  reshaping the American diet. 

Read more: Dry January 2025: Keeping Sales From Drying Up When Alcohol Consumption Falls

Why Dirty Soda is a Profit-Maker for Restaurants

• Low Ingredient Cost, High Markup: Dirty soda can be one of the most profitable items on the menu because the ingredients are relatively inexpensive, but you can charge a premium due to the viral trend and the customizable, indulgent nature of the drink.

• High Profit Margin: With the potential to charge $4-6 per drink while keeping costs around $0.70, restaurants can see a significant markup—up to 85% profit on each drink sold.

• Increased Customer Engagement: As dirty soda is highly Instagrammable, vibrant, and customizable, it's likely to drive more social media shares, which can help restaurants attract more foot traffic and higher sales overall.

Cost Breakdown for a Typical Dirty Soda

Below is a sample breakdown showing just how profitable dirty sodas can be, with very low costs and a strong potential for high markup.  

Ingredients (per 16 oz serving):

• 8 oz Soda (e.g., lemon-lime soda, root beer):

  • Cost: ~$0.30 (based on the cost of a 12-pack or a 2-liter bottle, approx. $5 for 12 servings)

• 2 oz Cream (e.g., heavy cream or coconut cream):

  • Cost: ~$0.25 (based on a quart of cream costing ~$4, and using about 2 oz per serving)

• Syrup (e.g., fruit or flavored syrup, such as vanilla, coconut, or raspberry):

  • Cost: ~$0.10 (based on the cost of a 16 oz bottle of syrup costing ~$4, using approximately 1 oz per serving)

• Ice:

  • Cost: ~$0.05 (minimal cost as it’s usually included with the drink)

Total Cost to Make One 16 oz Dirty Soda:

• Cost per drink = $0.30 (soda) + $0.25 (cream) + $0.10 (syrup) + $0.05 (ice) = $0.70

Premium Pricing

Given the trend and demand for custom, indulgent drinks, you could price dirty sodas at a premium. Depending on your market, a price range of $4 to $6 per drink is reasonable.

Examples: 

• $4 per drink = Profit of $3.30 per drink

• $5 per drink = Profit of $4.30 per drink

• $6 per drink = Profit of $5.30 per drink

Marketing Strategy Recommendations 

In 2025, restaurants can capitalize on the "dirty soda" trend by:

• Installing Customizable Beverage Stations: Allow guests to mix their own drinks with various flavor add-ins.

• Actively engaging with social media platforms like TikTok and Instagram: Encourage users to share their unique "dirty soda" recipes and photos and showcase visually appealing and creative "dirty soda" concoctions.

• Experimenting with bold and unexpected flavor combinations in their beverage offerings, tapping into the consumer interest for unique and exciting taste experiences beyond traditional soda flavors.

• Introducing LTO  (Limited-Time), Trendy Flavor Combinations: Capitalize on current flavor crazes with special offerings.

• Partnering with Influencers to Showcase Creative Drinks: Collaborate with popular social media personalities to promote your customized beverage options.

• Collecting Data: Use sales data to identify popular flavor combinations and potentially introduce them as signature drinks.

FAQs

How did the dirty soda movement get started? 

Founded in 2010, dirty soda is the brainchild of Nicole Tanner, founder of Swig,  a drive-through soda-fountain chain based in St. George, Utah.  

How does dirty soda appeal to the sober community?

Dirty soda provides a non-alcoholic indulgence that mimics the fun and excitement of a cocktail or sugary drink without any alcohol. It's perfect for those in recovery or anyone choosing to avoid alcohol but still looking for a flavorful, celebratory treat.

How can restaurants profit from the dirty soda trend?

Restaurants can profit by adding dirty soda to their menus, offering unique or customizable flavor options, and promoting the drink through social media campaigns. It also provides opportunities for upselling, creating seasonal offerings, and targeting the growing sober and health-conscious market

Take Away

Dirty soda offers customers a playful and unique way to enjoy a refreshing, indulgent drink without the effects of alcohol. By embracing this trend and experimenting with creative dirty soda offerings, restaurants can appeal to a diverse range of customers, tap into a profitable market, and clean up by capitalizing on the viral craze. 

By Eileen Strauss