Care for a dirty soda? How this drink trend became a US obsession

A traditional retail lease is not a barrier to entry for dirty soda entrepreneurs. Dirty soda trucks are gaining momentum, allowing operators to launch their businesses with less upfront investment and, as an added benefit, to meet their customers where they are.Because soda shops sell inexpensive, customisable drinks, they can encourage frequent visits and function more like beverage destinations than traditional fast-food restaurants while benefitting from the higher margins typical of fountain beverages.However, major brands are also trying to capitalise on the trend, encroaching on standalone soda shops’ consumer base. Beverage companies, including PepsiCo, Coca-Cola, Keurig Dr Pepper and Nestle, have introduced ready-to-drink items, such as cream-flavoured colas and mixers like creamers and flavoured syrups.The soda shop’s biggest competitors, namely fast-food joints or quick-service restaurants (QSRs), have also entered the space, offering flavoured cream add-ins, build-your-own beverages and dirty versions of flagship sodas. For decades, US foodservice brands sold beverages as attachments to food, explained Eric Lam, CEO of Berry AI, which provides AI-powered service insight...