Get Dirty: The High-Margin Beverage Revolution

Why “Dirty Soda” Is the Social Media Hero
Your Concessions Need

Owner of Planet Novak & The Novak Network

In February, while attending the IAAPA FEC Summit, our group visited Pecan Lake Entertainment in Queen Creek, Arizona. As we toured their impressive food and beverage setup, I kept seeing a sign for “Dirty Soda.” Now, for those who know me, you know I’m not much of a drinker. When I hear the word “dirty” in front of a drink name, my mind immediately jumps to a martini or some other alcoholic concoction. I initially wrote it off – until I saw the drinks actually being made.

What I saw wasn’t a cocktail; it was a vibrant, non-alcoholic “mocktail” built on a foundation of soda, flavored syrups, and cream. It looked like a high-end dessert in a cup, and the crowd – ranging from toddlers to corporate executives – was eating (or rather, sipping) it up.

My interest was officially piqued.

What Exactly is “Dirty Soda”?

For the uninitiated, the “Dirty Soda” trend originated in the West (specifically Utah) but is currently exploding across the country. The “base” is usually a standard fountain soda like Diet Coke, Dr Pepper, or Mountain Dew. From there, you add flavored syrups (coconut, lime, peach, etc.) and a splash of cream or half-and-half.

When I got home to Fredericksburg, Va., I started seeing it everywhere. A local ice cream shop had already added a Dirty Soda menu. Then, during a recent stop on the Novak Roadshow in Pensacola, Fla., I visited Bongos Fun Center and found they were serving it up to massive success. This isn’t just a regional fad; it’s a fundamental shift in how guests view the beverage counter.

The “Sober Curious” Opportunity

There is a larger cultural shift happening that every FEC operator needs to pay attention to. Recent data shows a significant decline in alcohol consumption among younger generations. Gen Z is increasingly “sober curious” and that trend is likely to continue into the younger Gen Alpha. They aren’t looking for the “buzz” of a beer; they are looking for the “vibe” of a premium, customizable, and – most importantly – Instagrammable experience.

Dirty Soda fills this gap perfectly. It provides the “toast-worthy” look of a fancy cocktail without the liability or the restricted demographic. It’s a “top-shelf” experience for the whole family.

Boots on the Ground: A Conversation with Action Jacks

To get the real-world operational data, I sat down (virtually) with Andy Hill, owner of Action Jacks in Conway, Ark. Andy has been running a Dirty Soda program and has seen firsthand how it changes the math of the concessions stand.

“We first saw Dirty Sodas on TikTok and Instagram,” Andy told me. “The drinks looked fun and colorful, and we thought they would be a good match for our center. It wasn’t a big trend in Arkansas yet, but we decided to try it.”

The setup was surprisingly simple. Instead of a six-figure kitchen remodel, Andy used his existing soda fountain and added a small syrup rack with pumps. “It only takes a little extra space on the wall,” he noted.

The Economics of the Pump

Let’s talk numbers. We know the margins on fountain soda are the best in the building, but Dirty Soda takes it to another level. “Guests are willing to pay $5 for a regular or $7 for a large because they see it as a fun experience, not just a drink,” Andy shared. “The presentation and that big swirl of whipped cream make it feel like a treat worth the extra couple of dollars.”

But what about the Saturday rush? Customization is often the enemy of speed. Andy’s team solved this by preparing popular syrup mixes ahead of time. “Most drinks are ready in about 60 seconds,” he said. That is the kind of throughput that keeps the line moving and the revenue flowing.

The “Insta-Pic” Learning Curve

Every new attraction has its “Novak Notes” – those little details that make or break the guest experience. For Andy, it was all about the quality of the ingredients. “We use high-quality cream instead of ‘regular cream,’ and it makes all the difference when it comes down to the drink lasting long enough for an Instagram pic,” he advised. He also warned about syrup storage: if left out too long, they can thicken and fail to mix, so proper rotation is key.

The result of this attention to detail? A massive social lift. Action Jacks has seen a surge in guests tagging them on TikTok and Instagram. In 2026, your guests are your marketing team, and Dirty Soda gives them the content they want to share.The Final Note

If you are looking to refresh your concessions for the summer rush, my advice is simple: don’t overlook the drink counter. As Andy Hill puts it, “They do not cost much to make, customers like them, and they are fun for families. Keep the menu simple and you will do well.”

As the Novak Roadshow continues, I’m looking for more of these low-barrier, high-impact wins. We are in the business of creating memories, and sometimes, those memories start with a little cream, a splash of coconut and a cold Dr Pepper.

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Clint Novak is the co-owner of Planet Novak and the founder of Novak Amusement Solutions and the Novak Network. He provides a bridge between high-level strategy and boots-on-the-ground reality for FEC operators. Visit him online at www.novakamusementsolutions.com or email [email protected].