Limeade, all served with Cloud Cream or Cloud Cream Cold Foam to give them that “dirty” spin. “We have a cherry compote made with Oregon fruit, that we put in the Cherry Seltzer, and a peach compote from the same local company that goes in the Peach Green Tea,” said McGrath. “So our ‘dirty sodas’ have a really clean label that falls right in line with our values.” Prices range between $3.99 and $4.99. The Cloud Cream is also made in house. It’s basically lightly whipped heavy cream with a bit of sugar and can be combined with seasonal fruits. “The first one we tried was with strawberries, and we got this really beautiful light red color on top of the drink,” said McGrath. The next one will be the purplish Marionberry, a favorite Pacific Northwest berry that grows in that region. The Cloud Creams can also be layered in the drinks for a dramatic presentation. And that is one of the selling points of these drinks. “Everybody loves to take pictures of their drinks and post them on Instagram and I’ve seen some of the ones that we’ve done,” said McGrath. And even though Burgerville is not calling them dirty sodas, some fans on social media tag the new drinks with that label. Beverage concepts and quick-service chains have led dirty soda innovation, but now the trend is bubbling up into casual dining. And in some cases, this segment is making them even “dirtier” by adding alcohol. TGI Fridays introduced four of the drinks in July after noticing “a tipping point” on social media, said Sara Bitorff, interim CMO BUBBLING UP TO CASUAL DINING
BURGERVILLE’S “DIRTY” SODAS ARE MADE WITH LOCALLY SOURCED, CLEAN-LABEL INGREDIENTS. | PHOTO COURTESY OF BURGERVILLE
its competitors, Swig also developed its own energy drink called “Reviver.” The menu currently offers about 70 curated selections, but guests can also create their own combinations. “Cheat sheets” are posted at each location so the drinks are consistent. Swig’s basic dirty sodas start at about $1.60, with custom creations going up to $3.50. Also available are seasonal limited- time drinks featuring on-trend flavors like dragon fruit, as well as frozen cream pops and snacks such as pretzel bites and cookies. Although the beverage menu sounds very extensive, the majority of ingredients can be cross-utilized and most people come in and pick a “name” drink that the well- trained staff can make quickly, Robison said. “I never want to have our menu be 100 flavors. I want it to be where you can go in and find your flavor and then get out again. I want variety, but it’s got to be fast—made in 60 seconds or less,” she added. THE FAST-FOOD BEVERAGE BOOM Cold nonalcoholic beverages are increasing at a greater rate than any other menu part, rising 7.9% year over year, according to Technomic. And menu mentions are up 10%, with many of those mentions coming in quick-service. Indeed, this summer alone, Whataburger launched the first in a line of Refreshers and Taco Bell, a selection of Refrescas. McDonald’s might have shuttered its beverage-focused CosMc’s, but the burger giant is testing a line of drinks inspired by that menu at its restaurants. And Taco Bell is expanding its drink-heavy Live Mas Café concept. No doubt dirty sodas are in the pipeline at these mega-chains. San Diego-based Jack in the Box is already there, rolling out a Strawberry Twist Twisted Soda made with
Sprite, strawberry, sweetened cream and vanilla. There’s also a version made with Fanta orange soda. Meanwhile, the much tinier Pacific Northwest chain, 40-unit Burgerville, has already jumped on the trend with its take on dirty sodas under a more neutral name. The Vancouver, Washington-based concept prides itself on natural, locally sourced ingredients, so calling the sodas “dirty” does not fit with the brand, said Executive Chef Becky McGrath. “Our company strives to keep our food as clean label as we possibly can,” she said. “All our syrups are made locally with cane sugar and are naturally fruit sweetened. And the vanilla is a natural vanilla product.” Burgerville added three permanent drinks to the menu this spring: Cherry Seltzer, Iced Peach Green Tea and Pomegranate Cherry
TGI FRIDAYS’ DIRTY SODAS CAN BE BOOZED UP WITH A SHOT OF VODKA, RUM OR JACK DANIELS. | PHOTO COURTESY OF TGI FRIDAYS
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RESTAURANT BUSINESS OCTOBER 2025
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