The dirty soda phenomenon is no longer just a Utah curiosity—it’s becoming a legitimate category in the beverage space, and FiiZ Drinks is leading the charge. In a recent episode of Fast Casual Nation, hosts Paul Barron and Cherryh Cansler sat down with Scott Ball, President of FiiZ Drinks, to discuss the brand’s explosive growth trajectory and what’s fueling the specialty soda movement nationwide.
Ball, a 15-year Dunkin’ Donuts franchising veteran with over 20 locations in Florida, brings serious QSR credibility to the emerging category. Since joining FiiZ just 14 months ago, he’s overseen remarkable expansion—from roughly 50 locations to over 70 open units, with more than 200 franchises sold this year alone. The brand has expanded beyond its Utah roots into Nevada, Washington, Idaho, Colorado, Florida, New York, Connecticut, and even Canada, with international opportunities on the horizon. Ball’s ambitious goal? Reaching 500 units, and he’s already halfway there.
What makes FiiZ’s growth story particularly compelling is the unit economics. While competitor Swig reportedly requires buildout costs more than double that of FiiZ, Ball credits aggressive value engineering and a simplified operational model for keeping costs down. The brand’s prototype evolution tells the story: from traditional 2,000-2,500 square foot locations down to 1,000 square foot endcaps and now a 700 square foot drive-thru-only model. With 80-85% of sales coming through the drive-thru window, FiiZ recognized the post-pandemic reality early—customers want convenience, not congregation. The brand has even secured a deal with Walmart to operate in front retail spaces, tapping into high-traffic community hubs at fixed costs.
The operational simplicity is intentional. “We’re never going to be in the burger business or the chicken business,” Ball explained, describing FiiZ’s focus on handheld sweet and savory items that don’t require full kitchens, hoods, or ovens. Their recently launched line of cookies and “FiiZ puffs” (beignet-style treats) are thaw-and-serve products that can be heated in a Turbo Chef if customers want them warm. This streamlined approach not only reduces buildout costs but also makes the franchise more accessible to operators who want strong beverage margins without complex kitchen operations. Meanwhile, partnerships with all three major soda companies—Coca-Cola, Pepsi, and Dr Pepper—give FiiZ unusual flexibility in menu innovation and R&D support.
The dirty soda concept itself is proving to have serious frequency potential. Ball revealed that customers aren’t visiting once or twice a week—they’re coming in three, four, even five times a week, with many showing up at 7 a.m. for their 32-ounce customized drinks. The customization element is key to the brand’s appeal: while FiiZ offers a menu of signature drinks, customers can create their own combinations with various syrups, creams, and flavor shots. Ball recounted seeing Mountain Dew mixed with funky flavors and coconut cream, or energy drinks combined with soda—combinations that might sound unusual but resonate with younger consumers exploring new taste profiles. The brand is also responding to health trends, offering sugar-free sodas, flavor shots, and energy drinks, while testing probiotic and protein options.
Looking ahead to 2026, Ball believes the winner in the beverage category won’t necessarily be the brand with the most innovative menu, but rather the one that connects meaningfully with communities and delivers exceptional guest experiences. “Soda is soda, beverages are beverages,” he noted, “but at the end of the day, we’ve got to be able to connect with our consumers.” As legacy brands like McDonald’s, White Castle, and TGI Fridays test dirty soda programs, Ball sees validation rather than threat—much like Starbucks made coffee cool and helped Dunkin’ in the process. For restaurant operators watching this space, the message is clear: the dirty soda category has moved beyond craze to legitimate opportunity, and there’s room for multiple players to thrive.
