Dirty Soda Goes National

Swig’s “dirty soda” shops are beating their Utah roots as new states deliver bigger sales and faster lines.

Story Highlights

Out-of-state Swig stores are reportedly outperforming Utah units by 40% to 50%.
The chain operates across more than twenty states, building a national footprint.
Leadership frames a “Starbucksification” of soft drinks as the growth model.
Signed franchise deals signal hundreds of future openings if execution holds.

Swig Scales Dirty Soda Beyond Its Birthplace

Swig’s core idea is simple: add flavors, creams, and fruits to classic sodas, then serve fast through a drive-thru. The company started in Utah and now plants flags across the country.

Savory Fund’s Andrew K. Smith said stores outside Utah are performing 40% to 50% better than in-state units, a sign the concept travels well beyond its base. The company describes this rise as the “Starbucksification” of soft drinks, meaning a ritual stop, a branded cup, and a repeat habit at scale.

Footprint growth backs the claim. Reporting places Swig in more than twenty states, with a steady drumbeat of new markets and stores opening each quarter.

The brand’s own store locator shows a coast-to-coast sprawl with clusters in the Mountain West, Texas, and the Southeast, pointing to real-world coverage, not just press releases. That pace matters. A beverage chain lives or dies by convenience. More units lower drive time, which boosts frequency and total sales.

The Playbook: Drive-Thru Speed Meets Lifestyle Branding

Swig built a system for speed, customization, and a small ticket that feels like a treat. That mix mirrors how coffee chains won the day. People want a pick-me-up that is fast, affordable, and personal. The “dirty soda” label gives it a fun edge without alcohol. That makes it a broad family product.

Large companies have noticed; dirty soda flavors now pop up on big-brand menus, which confirms the category’s appeal and keeps attention on the space.

Swig’s ‘dirty soda’ boom grows beyond Utah as investor touts ‘Starbucksification’ of soft drinks https://t.co/0SSqHUcZ6n

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Leadership moves signal scale thinking. Swig added experienced executives and sharpened its franchise development to expand faster while keeping standards tight. The Larry H. Miller Company, a major Utah-based investor, took a majority stake to fuel growth and bring operating muscle.

Those are the typical steps from regional hit to national chain. Strong capital partners, seasoned operators, and a tested format lower risk as new states open.

From Signed Deals To Open Doors

Swig and its partners have announced multi-unit franchise agreements across new territories, including a 10-store deal for Colorado Springs. That entry model sets a simple pattern: land a capable operator, open multiple units in one metro, then expand to nearby markets.

Company messaging and trade reports point to hundreds of signed franchise units across the United States and Canada. Execution will decide how fast those units become cash-flowing stores.

Franchising shines when the unit model is simple and repeatable. A small footprint, a focused menu, and strong mobile lanes help margins. The Swig format checks those boxes.

Private equity backers also like daypart balance: morning, midday, and late afternoon visits can smooth sales. If the out-of-state performance gap holds, franchisees have a clear earnings story to underwrite lease and hiring costs, which feeds a healthy pipeline.

Why The “Starbucksification” Frame Fits Now

The coffee playbook built daily rituals. Soda never had that same ritual outside movie theaters, ballgames, or drive-ins. Swig tries to change that by adding a fresh-made feel and a custom twist. The cup becomes a small comfort and a habit.

Social media helps turn mixes into shareable “orders,” which is the same viral loop that fueled coffee customization over the last decade. That dynamic, tied to drive-thru speed, supports a chain capable of blanket coverage of suburbs and highway corridors.

Swig investor says ‘dirty soda’ chain is booming beyond Utah | Fox Business https://t.co/1OmgK2jwkw

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The path is not automatic. Signed development deals do not equal open stores, and early stores often outperform later ones. Still, the building blocks are in place: strong early results outside Utah, deep-pocketed owners, and a format that fits America’s car-first routines.

For now, the scoreboard shows momentum, lines at the window, and a category that has broken out of its niche.