Care for a dirty soda? How this drink trend became a US obsession
How Utah novelty grew into national trend, fuelled by customisation, social media, desire for affordable social spaces.
Source excerpt
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.
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