"Dirty sodas are almost endlessly customizable; you get to pick the type of soda itself, add-in flavors, and even the type of add-ins too, as some use syrups, others creamers, and some use both. In addition, fast food restaurants can use new limited-time flavor offerings to draw in customers and keep them coming back for more. Not only do customizable options bring in customers but they also encourage them to spend more too."
"According to Food Dive, Megan Tallman, the vice president of Coca-Cola Freestyle and Foodservice Innovation, noted, "Consumers who purchase an LTO are spending more. On average, they're spending $3 more per trip." These extra earnings are especially prominent in the drinks category, with a Pepsi spokesperson pointing out customers are very willing to spend extra for customizable dirty sodas, even up into the $9 range."
Dirty sodas combine soda, cream, and flavored syrups into highly customizable beverages that appeal strongly to Gen Z customers seeking personalization. Chains such as Crumbl Cookies and Sonic have added dirty sodas to menus, and limited-time flavor offerings serve to draw repeat visits. Customizable drink options increase average spending per visit, with LTO purchases adding roughly $3 per trip and customers willing to pay up to about $9 for premium customized drinks. Celebrity and social media exposure have further amplified the trend, driving visibility and consumer interest across platforms.
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