Dirty Soda Goes National — Starbucks Vibes

Swig’s out-of-state shops are beating Utah stores by up to half, and the “dirty soda” playbook is scaling fast nationwide.

Story Snapshot

Investor says non-Utah stores outperform Utah by 40%–50%.
Chain reports operating in 23 states as the footprint widens.
Hundreds of signed franchise deals signal rapid growth plans.
“Starbucksification” frame points to a lifestyle brand strategy.

Out-of-state strength and the case for a national format

Swig’s backers say the brand is strongest beyond its Utah roots. Andrew K. Smith, co-founder of Savory Fund, said locations outside Utah are performing roughly 40% to 50% better than in-state units. That gap matters because it shows the concept travels.

A brand that wins beyond its home turf can become a category leader. That is the pitch behind the “Starbucksification” claim: repeatable service, obsessive customization, and daily habits packaged at scale.

The chain’s presence has spread across the map. Smith told Fox Business the company now operates in 23 states, marking a major jump from early regional status. The official store list shows a broad footprint, from Florida to Texas to Kansas, with dense clusters near growth markets.

Entry deals in new states, like a 10-store plan for Colorado Springs, show how Swig seeds a market with multiple sites from day one to build awareness and lower delivery costs per visit.

Fuel behind the boom: capital, deals, and leadership

The Larry H. Miller Company acquired a majority stake in 2022, giving Swig deeper capital and real estate reach for a long build-out. Leadership moves signal execution focus.

Swig named Daniel Batty, from Dutch Bros, as chief development officer to speed site selection and openings across the United States and Canada, where more than 500 franchise units are already signed, according to the company.

Franchise announcements continue, including 250 new units across several southern and midwestern states, stacking the pipeline.

Swig’s ‘dirty soda’ boom grows beyond Utah as investor touts ‘Starbucksification’ of soft drinks https://t.co/0SSqHUcZ6n

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Rapid store growth demands traffic, not just ribbon cuttings. Foot traffic analysis cited Swig as one of the fastest-growing beverage chains, helped by strong digital buzz and frequent visits. The product play is simple and sticky: a base soda, plus flavors, creams, and fresh add-ins, served fast at a drive-thru window.

That format keeps labor tight and ticket times short. It also elevates a low-cost staple into a small, daily treat. Consumers reward reliable joy with repeat trips, especially when lines move.

Unit economics and habit loops

Smart expansion follows unit economics, not slogans. The strongest sign here is out-of-state outperformance combined with state-count spread and multi-unit deals that deepen local awareness.

Signed deals are not open stores, but they set a path. A capital partner with real estate muscle can turn that path into doors, teams, and weekly sales faster than a solo operator.

Swig investor says ‘dirty soda’ chain is booming beyond Utah | Fox Business https://t.co/1OmgK2jwkw

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The lifestyle framing points to a larger shift. For years, coffee claimed the “daily ritual” slot. Swig argues soda, upgraded and personalized, can share that lane. Competitors from fast food to convenience are piling into similar mix-and-match drinks, which validates the category tailwind.

Defensible edge will come from service speed, flavor depth, and location density. If non-Utah stores continue to outperform, Swig’s market thesis hardens. If they stall, the model adjusts. So far, the scoreboard favors spread and scale.