Restaurants: Bubbling Over - Why Coke & Pepsi See Dirty Sodas as the Next Big Restaurant Win

Why it is the topic trending: The Dirty Soda Boom and Its Restaurant Potential

• Premiumisation of Soft Drinks – Consumers are showing they’ll pay $5–$9 for a soda when it’s dressed up with syrups, creamers, fruit, soft serve, and other inclusions. This shifts soda from a commodity drink to a high-margin, premium product category.

• Gen Z Demand for Customisation – Younger consumers expect beverages to be tailored to their taste and aesthetic preferences, demanding options “their way,” anytime, anywhere.

• Social Media as Free Marketing – Dirty sodas’ bright colors, layered textures, and decadent toppings make them highly Instagram- and TikTok-friendly, creating free buzz and encouraging trial.

• Restaurant Revenue Boost – Beverage-focused limited-time offerings (LTOs) can increase checks by $3 or more per trip. Beverages are easier to innovate quickly compared to food, which drives operational agility.

• Category Differentiation in a Crowded Market – For QSRs, dirty sodas act as a competitive moat against boutique beverage shops like Swig or SodaMix, while attracting younger customers who may otherwise skip traditional soda.

Overview: Fizzy Creativity Meets High MarginsDirty sodas are an evolution of classic soda shop culture, upgraded for a digital-first, customization-loving generation. They bridge the gap between nostalgic treats like root beer floats and modern premium drinks like cold brew lattes or bubble tea. For Coke and Pepsi, this is a chance to reframe their products as “crafted beverages” rather than just fountain drinks. Early pilots—especially Pepsi’s Drips and Coke’s Freestyle-inspired dirty soda concepts—show strong consumer willingness to pay premium prices, high repeat purchase rates, and strong menu integration potential. For restaurants, they offer an easy-to-implement, visually striking product that can drive traffic, upsell opportunities, and menu differentiation.

Detailed findings: From Campus Tests to QSR Menus

• Trend Maturity – The dirty soda phenomenon began in Utah in the 2010s (pioneers like Swig) and has evolved beyond creamers to include fruit, dairy, soft serve, and elaborate syrups. Now national brands are embracing it.

• Coke’s Play – Through its Freestyle platform, Coke is working with restaurants to launch dirty soda-style LTOs built from base products like Sprite, Fanta, or Coke, adding syrups, rim flavors, and inclusions.

• Pepsi’s Drips Program – Launched in pilot at U.S. universities in 2024, drinks included Strawberry Basil Starry, Lipton Mango Horchata, and S’mores Pepsi Zero Sugar. The test saw “high-interest, high-sharing, high-repeat” with no pushback at $5–$9 price points.

• Impact on Check Size – According to Coke’s Tallman, beverage LTO buyers spend an average of $3 more per visit; beverage LTO growth is outpacing snacks and other categories.

• Visual and Flavor Trends – Blue Raspberry (nostalgic, bold color) and Mango (vibrant tropical aesthetic) are top sellers. Visual appeal is as critical as taste in driving sales.

• Cross-Category Innovation – Coke is developing dessert-style soda syrups (e.g., Fanta creamsicle and Barq’s root beer) to flavor vanilla soft serve, testing these in Q4 2025.

• Category Blurring – Dirty sodas occupy a hybrid space between beverages and desserts, similar to Sonic’s cream slushes, allowing for both mealtime and snack-time positioning.

Key success factors of product (trend): The Secret Sauce (and Syrup)

• Broad Customisation Matrix – Offering multiple base sodas, syrups, toppings, inclusions, and presentation styles encourages repeat visits and “menu exploration.”

• Photogenic Presentation – Drinks designed for visual pop (color layering, whipped toppings, decorative garnishes) increase likelihood of social sharing.

• Operational Simplicity – Recipes that use existing ingredients/equipment but deliver novelty help reduce training time and operational costs.

• Upsell Integration – Drinks that pair with desserts or snacks help drive combo sales.

• Seasonal Rotations – Limited-time seasonal offerings create urgency and tap into flavor trends (pumpkin spice fall sodas, red/green holiday drinks, tropical summer editions).

Key Takeaway: Premium Soda Is the New MilkshakeDirty sodas transform everyday fountain drinks into craveable, shareable experiences with a premium halo—creating a high-margin category that drives both revenue and brand engagement.

Main Trend: Craft Soft Drinks for the Fast-Food EraGlobal soda brands are reimagining carbonated beverages as “crafted” menu experiences, pulling from artisanal coffee, mixology, and dessert culture to attract younger consumers and justify higher price points.

Description of the trend: Customisable Soda 2.0A modern reinterpretation of nostalgic soda shop classics, Dirty Soda 2.0 blends premiumisation, visual theatre, and cultural relevance to turn a basic beverage into a star menu item.

Key Characteristics of the Core trend: Fizzy, Fancy, and Flexible

• Nostalgic Foundations – Root beer floats and creamsicles reimagined for modern palates.

• High Margin & Low Cost – Minimal ingredient cost compared to retail price.

• Gen Z Magnet – Driven by customization, creativity, and Instagram-worthiness.

• Operationally Nimble – Quick to test and easy to swap seasonal flavors.

• Hybrid Positioning – Beverage + dessert appeal broadens daypart opportunities.

Market and Cultural Signals Supporting the Trend: Social Sips & Shareable Treats

• TikTok Challenges & Trends – Custom soda creations as user-generated content.

• Fast Casual Beverage Wars – QSRs racing to match Starbucks-style beverage innovation.

• Non-Alcoholic Premium Growth – Expanding beyond coffee and tea into sodas.

• Retro Revival – Comfort flavors and childhood nostalgia adapted for younger audiences.

• On-the-Go Indulgence – Portable, indulgent treats that can be consumed while commuting or socializing.

What is consumer motivation: Why They’re Sipping

• Personalisation Control – A sense of ownership over their beverage experience.

• Affordable Indulgence – A small luxury that feels special without financial guilt.

• Social Validation – Posting an eye-catching drink signals taste and trend-awareness.

• Nostalgic Joy – Familiar comfort reinterpreted in playful ways.

What is motivation beyond the trend: Deeper Drivers

• Experience-Seeking – Food and beverage as a form of entertainment.

• Novelty Craving – The thrill of trying something “new but safe.”

• Brand Affinity – Pride in drinking from big, recognizable soda brands with a twist.

Descriptions of consumers: The Dirty Soda Generation

Consumer Summary:

• Gen Z & Millennials – Most engaged in trials, motivated by novelty and shareability.

• College Students & Young Professionals – Pepsi’s pilot sites saw strong repeat purchases in this segment.

• Social Media Influencers & Trend Chasers – Early adopters who amplify brand reach online.

• Cross-Gender Appeal – Slight female skew in initial interest, but balanced overall.

How I see them:

• Trend-Seekers – Chase new flavors and formats, visit multiple locations to try variants.

• Customisation Enthusiasts – Like Starbucks drink hackers, but for soda.

• Treat Buyers – Order dirty sodas as an occasional indulgence, not an everyday purchase.

Detailed summary:

• Who are they? Trend-conscious, experience-driven beverage buyers.

• Age? Primarily 16–35.

• Gender? Balanced, with a small skew toward female early adopters.

• Income? Low-to-mid discretionary income, but high willingness to spend on small luxuries.

• Lifestyle? Socially active, digitally connected, willing to travel for unique experiences.

How the Trend Is Changing Consumer Behavior: Sodas Become Destinations

• Drink-First Visits – Customers come to QSRs specifically for the beverage, not just the food.

• Category Crossover – Dirty sodas act as a bridge between meal beverages and desserts.

• Impulse Buys – Colorful menu images drive unplanned purchases.

• Seasonal Loyalty – Return visits driven by rotating flavors and themes.

Implications of trend Across the Ecosystem: The Premium Soda Playbook

• For Consumers – More variety, creativity, and perceived value in non-alcoholic options.

• For Brands & CPGs – Chance to reposition soda as a customizable, premium experience.

• For Retailers/Restaurants – Higher check averages, increased foot traffic, differentiation from competitors.

Strategic Forecast: The Next Pour

• National Expansion by 2026 – Expect dirty sodas at major QSR chains nationwide.

• Dessert-Drink Hybrid Menus – Soft serve sodas, whipped toppings, candy inclusions.

• Seasonal Limited Editions – Valentine’s red cream sodas, summer tropical bursts, Halloween black-and-orange floats.

• Partnership Collabs – Candy brands, ice cream makers, even cereal tie-ins.

• DIY Digital Ordering – App-based customization tools to pre-build unique sodas.

Areas of innovation: The Fizzy Frontier

• Flavor Rotation Libraries – 30+ syrup flavors updated quarterly.

• Dessert Integration – Soft serve, cookie crumbles, brownie bits as add-ins.

• Interactive Freestyle Machines – Gamified soda customization with visual previews.

• Color-Theme Drops – Drinks matched to holidays, sports teams, or pop culture events.

• Brand Collabs – Oreo Coke float, Skittles Sprite, KitKat Pepsi cream soda.

Summary of Trends:

• Core Consumer Trend: Customisable Indulgence – Making soda personal and premium.

• Core Social Trend: Shareable Food Moments – Social media drives beverage design.

• Core Strategy: Premiumisation of the Familiar – Turning everyday soda into an aspirational product.

• Core Industry Trend: Non-Alcoholic Craft Expansion – Extending artisanal concepts to soda.

• Core Consumer Motivation: Novelty + Nostalgia – Comfort meets creativity.

Final Thought: The New Fountain Gold RushDirty sodas prove that even the most ordinary menu item can be turned into a social-media-ready, high-margin star. For Coke, Pepsi, and restaurants, the race is on to claim this sweet spot before competitors—and soda boutiques—drink their share of the profits.

Source: https://www.restaurantdive.com/news/coca-cola-pepsi-dirty-soda-trends/752388/