At a time when every menu item must pull its weight, beverage innovation has become a powerful lever for increasing check averages and boosting customer engagement. One rising star? The “dirty soda.”
According to Megan Tallman, vice president of Coca‑Cola Freestyle and foodservice innovation, “It’s not a fad, it’s a trend.” ¹ Coke and Pepsi are betting that dirty sodas offer a quick, customizable, and visually engaging menu addition that stands out in a crowded beverage category.
What’s Behind the Dirty Soda Buzz?
These cocktails of soda, syrup, creamers, and inclusions borrow their appeal from social‑media‑worthy presentations and the growing demand for personalization. Tallman explains that “beverages are easy to alter and change, allowing for quick innovation,” and indeed, beverage limited‑time offers (LTOs) have outpaced returns on snacks and other categories. ¹ Additionally, customers ordering beverage LTOs spend more—on average, $3 more per trip—a meaningful lift for operators. ¹
Coke and Pepsi Take the Lead
Coca‑Cola is leaning into this trend with custom‑flavor syrups, fruity inclusions, and even flavored soft‑serve add‑ons like an orange‑creamsicle‑style soft serve using Fanta syrup, slated for Q4 testing. ¹ These innovations echo premium slush treats from QSR competitors and elevate the beverage experience into a visually striking, indulgent category.
Meanwhile, PepsiCo has launched Drips, a line of premium mixed beverages designed for the social media age. At the NRA show in Chicago, Pepsi showcased Drips such as Strawberry Basil Starry, Lipton Mango Horchata, and a s’mores drink made with Pepsi Zero Sugar. ¹ Conceived for college campuses, these drinks carried a premium price (between $5–$9) but met with strong customer enthusiasm—marked by “high‑interest, high‑sharing, high‑engagement, high‑repeat levels.” ¹ The need for operator training to deliver these drinks is real—but Pepsi assures that the lift in traffic and check size more than justifies the effort. ¹
Why Operators Should Take Notice
- Higher margin potential through beverage innovation. Drinks like dirty sodas and Drips are tailor‑made for premium pricing and impulse purchases.
- Adapt quickly with LTO-friendly items. Dirty sodas empower you to rotate offerings regularly, keeping your beverage menu fresh and newsworthy.
- Leverage visual appeal and social media. Bright colors, mix‑ins, and layers make for share‑worthy content, driving awareness and visits.
- Tap into Generation Z’s demand for customization. As Megan Tallman puts it, “Mixology is really important with the Gen Z consumer… They want customization, how they want it and when they want it.” ¹
Implementation Considerations
- Operational training. Whether introducing syrups or soft‑serve add‑ons, your staff needs clear protocols to deliver quality and consistency.
- Menu clarity. Dirty sodas and Drips are sensory experiences—use vibrant descriptors and visuals to communicate value.
- Supply chain planning. Launching new syrups or toppings may require sourcing adjustments, so coordinate with your vendors proactively.
- Test wisely. Begin with regional or digital LTOs to measure appeal before rolling out broadly.
Bottom line: Dirty sodas and premium mixed drinks like Pepsi’s Drips present a compelling opportunity for operators to enhance margins, excite customers, and stay relevant in an ever-evolving menu landscape. With a relatively low barrier to entry and tangible results on check size, this trend deserves a spot on your beverage development roadmap.
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