Restaurants: What’s next for dirty soda—how big brands and restaurants are responding to the viral trend
- InsightTrendsWorld
- Mar 19
- 8 min read
Why it is the topic trending:
Viral Social Media Phenomenon: The "dirty soda" trend gained significant traction through platforms like TikTok and Instagram, capturing the attention of a large audience, particularly Gen Z.
Cultural Significance: Originating in Utah and tied to the preferences of the Mormon community, its spread has garnered media attention, highlighting regional food and beverage cultures.
Response from Major Brands: The active involvement of Coca-Cola, Pepsi, Dr Pepper, McDonald's, and other big players indicates the trend's growing influence and potential market.
Consumer Demand for Customization: The core of the trend lies in the ability for consumers to personalize their drinks, aligning with the broader desire for customized products and experiences.
Growth in Non-Alcoholic Beverages: The rise of "dirty soda" also taps into the increasing demand for non-alcoholic alternatives that are still indulgent and exciting.
Overview: The article discusses the "dirty soda" trend, which involves mixing soda with creams, juices, or syrups to create customized beverages. Originating in Utah soda shops, this trend has exploded on social media, particularly among Gen Z consumers. Major soda brands like Coca-Cola, Pepsi, and Dr Pepper have responded by introducing creamy and more flavorful canned variations. Restaurant chains, including McDonald's with its CosMc's concept and Sonic, are also incorporating or experimenting with customized beverage options. The trend is driven by a desire for customization, unique experiences, and bold flavors, and its visual appeal makes it highly shareable on social media.
Detailed findings:
"Dirty soda" is a mixture of soda with creams, juices, or syrups, encompassing a wide range of customized beverages.
The trend originated in Utah soda shops, catering to a predominantly Mormon clientele who often avoid alcohol, coffee, and tea.
Social media platforms like TikTok and Instagram played a crucial role in the trend's viral spread, especially after a post by Olivia Rodrigo in 2021.
Major soda brands like Coca-Cola, Pepsi, and Dr Pepper have released creamy and flavorful canned versions of their sodas.
McDonald's is experimenting with a variety of customized beverages through its CosMc's format.
Sonic has begun offering customers the option to "make it dirty" by adding coconut cream and lime to any drink.
Soda shop chains like Swig and Fiiz are expanding nationwide through franchising.
"Dirty soda" was the fastest-growing search term on Technomic’s Ignite Menu platform, indicating strong industry interest.
The trend is driven by customization, the experience economy, the rise of non-alcoholic beverages, and the appeal of bold flavors.
The visual appeal of "dirty soda" with its colorful layers makes it highly shareable on social media.
The concept of adding cream to soda dates back to the late 19th century with the invention of the ice cream float.
Key takeaway: The "dirty soda" trend, fueled by social media and the desire for customization and unique experiences, has become a significant phenomenon in the beverage industry, prompting major brands and restaurants to adapt and offer their own versions to appeal to a growing consumer base, particularly Gen Z.
Main trend: The central trend is The Rise of Customizable and Experiential Non-Alcoholic Beverages.
Description of the trend (The Rise of Customizable and Experiential Non-Alcoholic Beverages): This trend signifies a growing consumer preference, particularly among younger generations, for non-alcoholic drinks that offer opportunities for personalization and provide a unique and enjoyable experience beyond mere refreshment. "Dirty soda" is a prime example of this, where the act of creating customized flavor combinations and the visual appeal of the drink become part of the overall experience. This trend reflects a desire for individuality, creativity, and shareable moments in the beverage category, catering to both the sober-curious movement and those simply seeking exciting alternatives to traditional sodas.
What is consumer motivation:
Customization and Control: Consumers enjoy the ability to create their own unique flavor combinations, tailoring their drinks to their specific tastes.
Experience and Fun: The act of making or ordering a "dirty soda" can be seen as a fun and engaging experience, especially when shared on social media.
Bold and Unique Flavors: Consumers are increasingly seeking out bold and unconventional flavor profiles beyond standard soda options.
Non-Alcoholic Indulgence: For those avoiding alcohol, "dirty sodas" offer an indulgent and exciting alternative that feels like a treat.
Social Media Appeal: The visually striking nature of these drinks makes them perfect for sharing on social media platforms like Instagram and TikTok, contributing to social trends and identity.
What is driving trend:
Social Media Influence: Platforms like TikTok and Instagram are instrumental in popularizing food and beverage trends, and "dirty soda" is a prime example of this.
Gen Z Preferences: Younger generations are often at the forefront of new food and beverage trends, and their desire for customization and unique experiences is a key driver here.
Innovation by Soda Shops and Brands: The specialization of soda shops and the willingness of major brands to experiment with new flavors and formats are fueling the trend.
Growth of the Non-Alcoholic Beverage Market: The increasing interest in non-alcoholic options creates a space for innovative and exciting alternatives like "dirty soda" to thrive.
What is motivation beyond the trend: Consumers may be motivated by a desire for self-expression through their food and beverage choices, a sense of belonging to online communities that embrace these trends, and a general interest in exploring new and exciting sensory experiences.
Description of consumers article is referring to: The article primarily refers to Gen Z consumers as the driving force behind the "dirty soda" trend, highlighting their use of social media and their desire for experience and customization. It also mentions Millennials and Gen Xers finding beverage quality important in limited-service restaurants, suggesting a broader appeal for interesting and well-crafted drinks. The trend originated within a Mormon community in Utah, indicating an initial demographic with specific dietary preferences, but its spread has broadened significantly.
Conclusions: The "dirty soda" trend represents a significant shift in the beverage landscape, driven by consumer demand for customization, experience, and bold flavors, particularly among Gen Z. Major brands and restaurants are taking notice and adapting their offerings to capitalize on this viral phenomenon, highlighting the power of social media in shaping food and beverage trends.
Implications for brands:
Experiment with Flavor Combinations: Offer a wider variety of syrups, creams, and juices to allow for consumer customization.
Embrace Social Media Marketing: Leverage platforms like TikTok and Instagram to showcase visually appealing "dirty soda" creations and engage with the trend.
Consider Limited-Time Offers and Seasonal Flavors: Introduce new and exciting combinations to keep the trend fresh and encourage repeat business.
Explore the "Crafted Beverage" Angle: Position customized sodas as more than just a basic drink, emphasizing the creativity and unique nature of these concoctions.
Potentially Partner with Soda Shop Chains: Collaborate with established "dirty soda" destinations like Swig and Fiiz to tap into their expertise and customer base.
Implication for society: The trend reflects a growing interest in non-alcoholic beverages and the increasing influence of social media on consumer culture and food trends. It also highlights the desire for personalized and experiential consumption.
Implications for consumers: Consumers gain more control over their beverage choices and have access to a wider variety of unique and flavorful options. The social media aspect also allows for community building and the sharing of creative concoctions.
Implication for Future: The "dirty soda" trend is likely to evolve and inspire further innovation in the non-alcoholic beverage market. We may see more brands and restaurants adopting customization as a core offering and exploring other creative ways to engage consumers with their drinks.
Consumer Trend (name, detailed description): The Personalized Sip: Consumers are increasingly seeking beverages that can be customized to their individual preferences, allowing for creative flavor combinations and a sense of personal ownership over their drink choices.
Consumer Sub Trend (name, detailed description): Visually-Driven Beverage Consumption: The aesthetic appeal of beverages, particularly those with colorful layers and unique additions, is becoming increasingly important, driven by the desire to share visually striking content on social media.
Big Social Trend (name, detailed description): The Democratization of Customization: Across various industries, consumers are expecting and seeking greater control over the products and experiences they consume, and the "dirty soda" trend exemplifies this in the beverage market.
Worldwide Social Trend (name, detailed description): The desire for unique, personalized, and visually appealing food and beverage experiences is a global trend, and while "dirty soda" has specific cultural roots, the underlying drivers are likely to resonate in other markets, including Australia, where customized drinks are also gaining traction.
Social Drive (name, detailed description): The Need for Individuality and Self-Expression: Consumers often use their purchasing decisions as a way to express their individuality and personal style, and the ability to customize their drinks allows for this form of self-expression.
Learnings for brands to use in 2025:
Embrace Customization: Offer options for consumers to personalize their beverages.
Pay Attention to Visual Appeal: Create drinks that are visually interesting and photogenic.
Engage with Social Media Trends: Monitor and participate in relevant social media conversations.
Experiment with Bold Flavors: Don't be afraid to offer unique and unexpected flavor combinations.
Highlight the "Fun" Factor: Emphasize the enjoyable and creative aspects of customized drinks.
Strategy Recommendations for brands to follow in 2025:
Install or Promote Customizable Beverage Stations: Allow consumers to mix their own drinks with various flavor add-ins.
Run Social Media Campaigns Featuring Customer Creations: Encourage users to share their unique "dirty soda" recipes and photos.
Introduce Limited-Time, Trendy Flavor Combinations: Capitalize on current flavor crazes with special offerings.
Partner with Influencers to Showcase Creative Drinks: Collaborate with popular social media personalities to promote your customized beverage options.
Collect Data on Popular Customizations: Use sales data to identify popular flavor combinations and potentially introduce them as signature drinks.
Final sentence (key concept) describing main trend from article: The "dirty soda" phenomenon illustrates the growing consumer demand for non-alcoholic beverages that offer a customizable and experiential alternative to traditional sodas, driven by social media and the desire for unique flavors.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, brands and companies should capitalize on the "dirty soda" trend by:
Offering or prominently featuring customizable non-alcoholic beverage options that allow consumers to create their own unique flavor combinations using a variety of syrups, creams, juices, and other mix-ins, catering to the desire for personalization.
Actively engaging with social media platforms like TikTok and Instagram to showcase visually appealing and creative "dirty soda" concoctions, encouraging consumers to share their own creations and participate in the viral trend.
Experimenting with bold and unexpected flavor combinations in their beverage offerings, tapping into the consumer interest for unique and exciting taste experiences beyond traditional soda flavors.
Final note:
Core Trend:
Name: The Customizable Beverage Craze
Detailed Description: Consumers, particularly Gen Z, are increasingly drawn to non-alcoholic beverages that they can customize with various flavors and textures, leading to viral trends like "dirty soda."
Core Strategy:
Name: Empower Beverage Personalization
Detailed Description: Brands should offer consumers the tools and ingredients to create their own unique beverage concoctions, fostering engagement and catering to individual preferences.
Core Industry Trend:
Name: The Evolution of the Soda Fountain
Detailed Description: The traditional soda fountain is being reimagined with a focus on customization, premium ingredients, and experiential consumption, driven by social media and evolving consumer tastes.
Core Consumer Motivation:
Name: Self-Expression Through Flavor
Detailed Description: Consumers are motivated to customize their beverages as a form of self-expression, seeking unique flavor profiles that reflect their individual preferences and personality.
Final Conclusion: The "dirty soda" trend highlights a significant opportunity for beverage brands and restaurants in 2025 to connect with consumers, especially younger generations, by embracing customization, visual appeal, and the power of social media in the realm of non-alcoholic drinks.
Core Trend Detailed (words on Core Trend): The core trend embodied by the "dirty soda" phenomenon is the burgeoning demand for non-alcoholic beverages that transcend simple refreshment. Consumers, particularly the digitally native Gen Z, are actively seeking out drinks that offer a canvas for personalization, allowing them to craft unique flavor profiles by adding various creams, syrups, and juices to standard sodas. This reflects a broader cultural shift towards valuing individuality and self-expression in consumption. Beyond taste, the trend is significantly fueled by the visual appeal of these customized drinks, making them highly shareable on social media platforms. This intersection of personalization, experience, and visual aesthetics marks a notable evolution in the beverage industry, where consumers are no longer passive recipients but active creators of their own drinking experiences.
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