Dirty Soda — Good Idea or Bad Idea?

 

According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, if you’ve spent time on TikTok or walked past a “Swig-style” soda shop lately, you’ve probably seen it: a bright cup of soda, swirling with creamy add-ins, ribbons of syrup, maybe even a garnish of fruit or candy. It’s called a dirty soda — and depending on who you ask, it’s either the most exciting thing to happen to soda in decades or a sugar-laden curiosity destined to fizzle out.

So, is dirty soda a good idea or a bad idea? The answer might depend on how much you value customization.

 

The Power of Customization in Dirty Soda Culture

Dirty sodas are more than just sweet drinks — they’re personal statements in a cup. Whether you prefer a Diet Coke with coconut cream and lime or a Pepsi Zero with mango syrup and chili rim salt, the magic lies in making it your drink, your way.

Customization isn’t just about novelty. It’s a form of consumer empowerment:

·       It gives customers the freedom to control flavor, sweetness, and visual presentation.

·       It fosters creativity and a sense of “ownership” over the drink.

·       It increases repeat visits because people want to experiment with new combos.

In other words, the “good idea” behind dirty sodas is that they turn an everyday purchase into a playground of flavor possibilities.

 

7 Ways a Brand Can Help Consumers Choose Flavors They’ll Love

To keep customers coming back for their next “mix and match” masterpiece, brands can:

1.       Offer Flavor Profiles – Group syrups and add-ins into categories like tropical, creamy, spicy, or dessert-inspired to guide first-time customers.

2.       Feature a Flavor-of-the-Month – Introduce a limited-time combo to inspire adventurous ordering.

3.       Create a Digital Flavor Wheel – An interactive online tool that recommends flavor mixes based on taste preferences.

4.       Train Staff as Flavor Guides – Encourage team members to recommend tried-and-true combinations and personal favorites.

5.       Highlight Color Appeal – Promote bright, Instagram-ready drinks that photograph well for social sharing.

6.       Mix & Match Loyalty Rewards – Offer points for trying new combinations, encouraging exploration.

7.       Showcase Fan Creations – Display a “Customer Creations Board” in-store or online to inspire others.

The goal? Turn the drink-building process into a personal adventure, not just a transaction.

 

Insights from the Grocerant Guru® on Mix-and-Match Success

Renowned food industry strategist Steven Johnson — aka the Grocerant Guru® — has long emphasized the power of mix and match in meal bundling and brand loyalty. Here are five takeaways that apply directly to dirty sodas:

1.       Variety Drives Frequency – Customers return more often when they know the menu changes and they can try something new each time.

2.       Bundling Increases Ticket Size – Pairing a drink with a snack or meal component boosts both revenue and perceived value.

3.       Customization Builds Brand Attachment – When a customer feels they “designed” their purchase, they’re more emotionally invested in returning.

4.       Social Sharing Extends Marketing Reach – Photogenic, unique drink combinations become organic advertisements.

5.       Premiumization Justifies Higher Prices – The more personalized and exclusive a product feels, the more consumers are willing to pay.

 

Think About This

Coca-Cola and Pepsi may still be the sturdy backbone of fast-food beverage programs, but the rise of dirty sodas — with their mix-and-match possibilities — shows that the future belongs to brands that let customers play bartender. For restaurants, that means more than just pouring a drink; it’s about serving an experience.

And if you ask us? That sounds like a very good idea.

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