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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Love’s Travel Stops Finds Success with Customer-Focused Interactive Participatory Marketing

 

Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that in a world where consumer expectations are evolving faster than ever, Love’s Travel Stops has tapped into the pulse of modern food culture with a bold, interactive campaign that’s driving trial, elevating its brand, and deepening customer engagement. Their latest initiative, “Midweek Mix-ups,” is more than a beverage promotion—it’s a masterclass in participatory marketing that aligns perfectly with the growing grocerant niche.

 

Dirty Soda Meets Dirty Genius: The “Midweek Mix-ups” Campaign

Inspired by the viral dirty soda trend, Love’s launched a limited-time beverage mashup series that invites customers to mix and match bold flavors at a budget-friendly price. Each week in August and September, customers can grab two pre-selected drinks for just $5, plus a free large cup of ice to create their own fizzy masterpiece. The lineup includes:

·       Patriot Punch: Merica Pop + Cherry Limeade Ghost

·       Cherry Drift: Bai Cherry + Canada Drift

·       Turbo Tang: Squirt + Orange Cream Ghost

·       Caf & Cola: A&W + La Colombe Vanilla

This isn’t just a drink deal—it’s an invitation to play, personalize, and participate.

 

Fresh Food, Fresh Identity: Love’s Fresh Kitchen

Complementing the beverage innovation is Love’s Fresh Kitchen, a daily in-store prepared food concept that delivers regional produce and portable freshness. Summer 2025 offerings include:

·       Chipotle-flavored chicken tacos

·       Chicken salad wraps

·       Cheddar sausage on a bun

·       Strawberry and pineapple fruit cups

·       Fresh strawberry parfaits

With over 64% of consumers seeking snacks that “appear good for them,” Love’s is meeting demand with fresh, flavorful, and functional options.

 

Four Reasons This Strategy Drives Customer Adoption

1.       Interactive Customization: Customers become co-creators, mixing drinks to their taste—turning a transaction into an experience.

2.       Budget-Friendly Indulgence: At $5 for two drinks, the value proposition is irresistible, especially for families and road trippers.

3.       Weekly Novelty: Rotating flavors keep customers coming back, eager to try the next mashup.

4.       Cross-Category Engagement: Pairing beverage innovation with fresh food offerings encourages multi-item purchases and longer dwell time.

 

How It Plays Into the Grocerant Niche Trend

The grocerant niche—where grocery meets restaurant—thrives on portability, freshness, and personalization. Love’s Fresh Kitchen and Midweek Mix-ups embody this trend by:

·       Offering restaurant-quality food in a convenience setting

·       Emphasizing fresh, daily-prepared meals

·       Encouraging customer interaction and customization

·       Creating a destination experience rather than a pit stop

This strategy transforms Love’s from a travel center into a food-forward brand with grocerant credibility.

 

Elevating the Love’s Brand While Garnering Trial

By embracing participatory marketing, Love’s has:

·       Repositioned itself as a food and beverage innovator

·       Garnered trial from curious customers drawn to the novelty

·       Built emotional engagement through personalization

·       Created buzz around its brand with social media-worthy drink creations

·       Strengthened loyalty by offering consistent value and freshness

This isn’t just marketing—it’s brand building with a purpose.

 

Five Grocerant Guru® Insights on Customization & Brand Identity

1.       Customization is Currency: In today’s market, giving customers control over their experience is more valuable than discounts.

2.       Personalization Drives Loyalty: When customers feel seen and served, they return—not just for the product, but for the experience.

3.       A Personalized Brand Entity Builds Trust: Brands that reflect customer preferences feel more authentic and relevant.

4.       Interactive Platforms Create Emotional Connections: Participation turns customers into brand advocates.

5.       Vibrant Identity = Sustainable Growth: A brand that evolves with its customers remains top-of-mind and top-of-heart.

 

Love’s Travel Stops has proven that with the right blend of innovation, interaction, and identity, even a roadside stop can become a destination for flavor, freshness, and fun. The grocerant revolution is rolling—and Love’s is driving it forward.

Elevate Your Brand with Expert Insights

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