Fiiz President James Julian exhibits at the International Franchise Expo in New York City May 31.
If you’ve ever drank a Diet Coke and thought it would taste better with coconut cream and a few pumps of lime and vanilla syrups, “dirty soda” may be the trend for you.
Fiiz is just one franchise serving up these custom beverages through a drive-thru. Dirty soda is popular in the mountain states, but the trend is catching on nationwide. Sodas are considered dirty when it has flavored syrup and cream.
“It’s an experience,” President James Julian said, while exhibiting at the International Franchise Expo in May in New York City. “We can do a million different customizations on a soda, but really, it’s about the fun.”
The Utah-based franchise offers dozens of flavored syrups, several of which have a sugar-free alternative. There are traditional soda flavors, like vanilla, lemon and lime, plus some more unique options, such as pumpkin spice, gingerbread and Irish cream.
Fiiz started 10 years ago in Bountiful, Utah, just outside Salt Lake City.
“It took off. We immediately started franchising,” Julian said. “By next month, we’ll have our 70th location.”
The brand’s core customers include commuters getting their morning energy drink, or a family looking to enjoy an after-school treat.
“Our peak times are after school and mom says, ‘Hey, you guys did great on your test. Let’s go get Fiiz,’” Julian said.
Customers pick their size (from 16 ounces up to 44 ounces), a soda (Fiiz offers Coke and Pepsi products) and mix-ins like syrups, cream, chocolate drizzle or maraschino cherries. The aforementioned Diet Coke with lime, vanilla and coconut cream runs $3.50 for a 24 ounce serving.
Those feeling less creative can pick from Fiiz’s list of concoctions. There’s the “Peaches 4 Me,” with Mountain Dew, peach puree and cream; “Chocolate Covered Strawberry,” with Sprite, chocolate Milano syrup and strawberry puree; and “Coconut Crab,” an Italian soda with coconut and pineapple syrups, cream and whip.
Fiiz also sells Monster and Red Bull mocktails, hot chocolate, flavored water and snacks.
The initial investment ranges from $232,000 to $497,000, according to its 2023 franchise disclosure document. Net sales for 33 franchised drive-thru locations in 2022 ranged from $248,761 to $1.58 million.
Competition is increasing in this emerging segment. Another major player is Swig, which won the Franchise Times Deal of the Year award in 2023. The brand reports corporate store volumes between $574,553 to $1.65 million last year. Swig has 70 units open, with another 500 units planned to open in the next five to seven years.
Some smaller brands include Quench It, an 11-unit franchise with stores in Utah and Texas and more on the way. Quench It launched in Heber City, Utah, in 2014. SodaRush is another soda franchise, with four Arizona locations.