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DIRTY SODAS ARE MAKING A SPLASH ON MENUS, FROM DRIVE-THRUS TO CASUAL DINING An entrepreneur’s single shop started a trend that is exploding on social media and boosting beverage sales across the U.S. But it didn’t exactly happen overnight.
A s a busy mom of five, Nicole Robison (formerly Nicole Tanner) regularly stopped to pick up a cold, refreshing drink at a drive-thru so she could keep her kids buckled in their seats. Sonic was her go-to destination. “It was very convenient to go through the drive-thru line, and I loved the pebble ice and foam cup that kept the drink colder longer so I could sip it throughout the day,” she said. “I was stopping by on a very regular basis and getting the same drink every time [Diet Coke with lime] but I didn’t feel recognized or valued; I felt like a number in the drive- thru line.” What was missing was a personal con- nection, and Robison felt there must be other people out there who would appreciate a re- freshing, customized beverage in a fast-mov- ing line with superior, connected customer service. That missing link sparked her entrepre- neurial spirit, and in 2010, she opened the tiny Swig soda shop in St. George, Utah, “to fill my need,” she said. That first Swig offered branded soft drinks like Dr Pepper, Coke and Sprite mixed with basic flavor shots. Robison was in that store day in and day out, building
a foundation by interacting with customers and creating that connection. “I just prayed that this one location would work and pay the bills,” she said. Fifteen years later, there are 117 Swig locations in 16 states, with more openings planned through the end of 2025. Technomic’s most recent figures put total U.S. sales over $56 million with year-over- year growth of 39%. In 2022, The Larry H. Miller Company acquired a majority stake in the chain, with private-equity firm Savory Fund and Robison retaining minority stakes along with a couple of other partners. Smaller chains are taking several pages from Swig’s playbook and expanding, too— Sodalicious and Fiiz, also based in Utah, are two of the best known. Larger concepts are jumping in with their own spins on the popular drinks, which in their basic form combine soda, fruit syrup or puree and a creamer. The trend has spread to concepts specializing in coffee, tea and smoothies, too, as nonalcohol beverages overtake all other menu categories in growth at Top 500 chains. Robison’s old favorite, Sonic, now has several versions itself, including its Sparkling Sugar Cookie Dr. Pepper with sweet cream and cookie flavors.
PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
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RESTAURANT BUSINESS OCTOBER 2025
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