Swig says its out-of-Utah shops are selling 40% to 50% more than its home-state stores, and the playbook looks built to travel.
Story Snapshot
- Investor claims out-of-state Swig units outperform Utah by 40% to 50%
- Swig reports presence in 23 states as the brand scales dirty soda nationally
- Development deals and franchising moves speed up the footprint
- Backers pitch the “Starbucksification” of soft drinks to fuel growth
Out-of-state sales surge drives the next growth chapter
Swig’s backer says the biggest wins now come from outside Utah. Andrew K. Smith of Savory Fund told Fox Business that stores beyond Utah are doing about 40% to 50% more sales than Utah locations.
He also said Swig operates in 23 states, signaling broad demand far from the concept’s home base. That kind of spread points to more than a fad. It suggests a format with drive-thru speed, craveable mix-ins, and daily habits that cross state lines.
The chain’s core product is simple to explain and hard to copy at scale. Dirty soda blends popular soft drinks with flavors, creams, and add-ins to create a “treat drink” ritual. The menu invites custom orders and repeat visits.
That model fits suburban patterns and quick stops between errands or after school. It also opens the door to seasonal limited-time offers, which add excitement and range without heavy kitchen buildouts. Lean complexity helps unit economics travel.
Franchising and leadership hires aim to speed the rollout
Swig signed a 10-store development deal to enter Colorado Springs, a classic test for a mountain-west-to-national jump. The agreement puts experienced operators in charge and sets a clear plan for new market buildout.
The company also added a chief development officer from Dutch Bros, a fast-growing drive-thru giant, to push national and international growth and help manage more than 500 signed franchise units across the United States and Canada. Execution talent matters when growth gets fast.
Swig’s ‘dirty soda’ boom grows beyond Utah as investor touts ‘Starbucksification’ of soft drinks https://t.co/0SSqHUcZ6n
— FOX Business (@FoxBusiness) August 18, 2026
The leadership bench keeps deepening to match that pace. Swig promoted Todd Smith to president and named a senior franchise executive to recruit and support multi-unit partners.
The company framed these moves as fuel for nationwide expansion across both company-owned and franchised shops. These steps track with the next phase of a maturing chain: process discipline, development pipelines, and multi-market training that keep quality high as store counts rise.
“Starbucksification” is the sales pitch and the strategy
Backers describe Swig’s path as the “Starbucksification” of soft drinks. The claim paints a clear picture: a daily ritual, a brand-first experience, and a menu that turns a low-cost base into a premium treat with strong margins. The phrase also signals a land-grab mindset.
Get the sites, lock in multi-unit franchisees, and build brand loyalty before copycats can catch up. The dirty soda idea is now showing up at big chains and independents alike, validating demand while raising the stakes for speed.
Swig investor says ‘dirty soda’ chain is booming beyond Utah | Fox Business https://t.co/1OmgK2jwkw
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Private equity and a strategic owner add capital and credibility. The Larry H. Miller Company bought a majority stake in 2022, giving Swig a deep-pocketed regional powerhouse known for scaling consumer brands and venues.
That backing helps with site selection, real estate chops, and cross-promotions, including theater placements that put the drink in front of families at peak leisure times. Strong owners ease debt terms and smooth supply chains, both of which are vital for rapid builds.
Signed deals, open doors, and what wins long term
Signed development agreements are not open stores. The scoreboard that matters is cash from mature units. That is why the out-of-state sales gap, if sustained, is such a telling signal. Newer markets often post outsized early comps, helped by novelty and local buzz.
The question is whether those stores keep traffic when the shine wears off. Smart operators build durable habits with fast service, tight labor models, and consistent quality.
Market selection will make or break the next wave. Drive-thru friendly zoning, family density, and high car usage all favor the format. Hot weather markets can stretch peak seasons. College towns can anchor late nights. Opposite conditions can weigh on throughput and ticket size.
Franchising strategy matters, too. Requiring larger territory commitments from seasoned multi-unit owners helps funding and oversight. It also cuts the risk of orphaned single-store operators who cannot support training and turnover.
What watchers should track next
Foot traffic trends and queue times show whether the drink habit sticks. Unit-level economics reveal the model’s health. Watch the pace from signing to opening in new states and the ratio of company-owned to franchise units.
Follow leadership stability across development and operations. Pay close attention to copycat noise from large chains, which may raise awareness but also fight for the same afternoon treat dollars. So far, Swig’s numbers and moves suggest runway to keep scaling.
Sources:
foxbusiness.com, finance.yahoo.com, abc4.com, lhm.com, prnewswire.com
