Food & Beverage

Dirty soda: 5 ways fast casuals can cash in on the trend

From keeping recipes simple to pricing drinks for repeat purchases, operators can turn customized sodas into a profitable traffic driver.

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October 21, 2026 by Cherryh Cansler — Publisher, FastCasual.com

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Dirty soda has already earned its spot on restaurant menus, but turning the hype into repeat business and actual profits are the nexts steps.

Dirty soda servings at quick-service restaurants have increased 318% in two years, according to Circana data cited in a new consumer study from Zappi. With major chains investing in customized beverages, fast-casual operators have an opportunity to capitalize on the trend without building an entire beverage business around it.

Here are five ways to make the most of it.

1. Keep flavors familiar

More ingredients don't necessarily mean more sales. In Zappi's test of 13 dirty sodas, Orange Dream with Fanta, a combination of orange soda and cold foam, earned the most first-choice votes at 31%.

Drinks with one additional ingredient averaged 24% of first-choice votes, compared with 17% for drinks with four add-ins. Cold foam also outperformed heavier creams.

For operators, the takeaway is simple: Start with familiar flavors and add a twist. Think vanilla cola with cold foam, orange soda with a creamy finish or lemon-lime soda with blue raspberry.

Simple recipes can also help control ingredient costs, simplify training and keep service moving.

It's working for Freddy's, which launched dirty sodas this summer. Flavors are fun yet simple: Golden Hour Orange, Peach Peach Baby, Coco Loco, Blue Rizzberry and Mango Magic.

"Premium beverage growth is exploding right now, and at Freddy's, our guests are increasingly seeking more elevated drink options," Rick Petralia, senior director of menu strategy and innovation, said in a press release.

2. Give customers something to post

A core menu of easy-to-make drinks can drive repeat orders, while colorful limited-time specials can generate social media buzz.

Ziggi's Coffee saw success last year when it launched a limited-time frozen drink called the "Bad Bruce," featuring lemon-lime soda with pineapple, coconut and blue raspberry and topped with a splash of pomegranate, strawberry popping boba and a gummy shark.

Zappi found that adults younger than 35 favored bold drinks. Shark Attack, a blue raspberry lemonade with a gummy shark garnish, earned 34% of first-choice votes among that age group.

Ziggi's Coffeesaw this success last year when it partnered with the Discovery Channel's Shark Week to launch a limited-time frozen drink called the "Bad Bruce," featuring lemon-lime soda with pineapple, coconut and blue raspberry and topped with a splash of pomegranate, strawberry popping boba and a gummy shark.

"The promotional period was the highest traffic week of the year and customers loved the quirky drink," Stacey Kanie, chief of strategic partnerships, told FastCasual.com. "We also gave out an adorable air freshener featuring the shark."

3. Watch the $5 price point

Consumers may be willing to pay more for customized drinks, but there's a limit. Zappi found that 36% of U.S. adults would pay $5 or more for a large, customized beverage. Among dirty soda fans, that figure rose to 50%.

Keeping a signature drink below $5 could make it accessible to more customers and encourage repeat purchases. Smaller sizes and optional premium add-ins also give budget-conscious guests a way to keep ordering without paying for extras.

Operators should calculate ingredient, packaging and labor costs before setting prices to ensure the drinks deliver real margins.

4. Use drinks to fill the afternoon lull

Nearly a quarter of dirty soda fans, or 24%, said they had ordered only a drink during a restaurant visit in the past three months, compared with 15% of other consumers, according to Zappi.

That makes customized beverages a potential traffic driver between lunch and dinner, when restaurants often have spare capacity.

Sunfly's operational footprint centers around drive-thru lanes and walk-up windows, supported by digital menu boards, online ordering and its digital loyalty program, the Cabana Club

Promote drinks through loyalty offers, mobile ordering and afternoon specials. Track whether they generate incremental visits rather than simply replacing beverages customers would have purchased anyway.

Sunfly co-founders Matt Bailey and John Brennan are leaning into loyalty offers to entice customers to try its take on dirty soda. It uses cane sugar syrups in an Italian soda style — no soda guns or dispensers — topped with fruit cold foams, boba and freeze-dried fruit.

Sunfly's operational footprint centers around drive-thru lanes and walk-up windows, supported by digital menu boards, online ordering. Its digital loyalty program, the Cabana Club, isa 15-week Cabana Club promotional series featuring limited-edition weekly giveaways tied to signature drinks across TikTok and Instagram (@sunflysips).

"Anyone who wants a little lift in their day — commuters, parents, students, the after-school crowd — is who we built this for," Bailey said. "Gen Z is a big part of it, but we've designed the menu for everyone, including a dedicated Kids Sips menu."

5. Make repeat business the goal

The trend has plenty of awareness, but operators shouldn't assume every first-time customer will become a regular.

Zappi found that 83% of U.S. adults had heard of dirty soda and 53% had tried it, yet just 28% bought it at least occasionally or weekly.

A small, well-executed menu may be a better bet than an elaborate customization program. Standardize recipes, monitor preparation times and track repeat purchases, average check and profit after ingredient and labor costs.

Dirty soda may be having a moment, but the real opportunity for restaurants is making it more than a passing novelty. A familiar flavor, an affordable price and a reason to come back could turn a simple fountain drink into an incremental source of sales.

Food & Beverage

About Cherryh Cansler

Cherryh Cansler is Publisher of FastCasual.com and Vice President of Connect Food. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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