The "Dirty Soda" Deep Dive: High Margins, Low Effort, Massive Impact
- Clint Novak
- 6 days ago
- 4 min read
By Clint Novak | Originally featured in RePlay Magazine
Note: This article was originally published in the April 2026 issue of RePlay Magazine. I’m expanding on it here with some extra "Consultant's Corner" tips for operators looking to implement this immediately.
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"?
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, FL, 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 and Gen Alpha are increasingly "sober curious." 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 with Andy Hill, owner of Action Jacks in Conway, Arkansas. 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 only takes a little extra space on the wall."
Andy’s team uses a list of set recipes so the drinks are quick and consistent. "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. "Most drinks are ready in about 60 seconds."
💡 Consultant’s Corner: The Novak Quick-Start Guide
The following content is exclusive to the Novak Amusement Solutions blog.
If you’re looking to launch a Dirty Soda program for the summer rush, here are my top three tactical tips to ensure it’s a success from Day One:
1. The "Pebble Ice" Factor
If you want to charge $7.00 for a soda, the ice matters. "Pebble" or "Sonic-style" ice is the gold standard for Dirty Soda. It holds the syrup better and gives the drink that premium, crunchy texture guests love. If you don't have a pebble ice machine, make sure your standard ice is clear and plentiful.
2. The "Insta-Pic" Menu
Don't just list "Coke + Coconut." Give your drinks names that fit your brand! At Planet Novak, we might name a drink "The Supernova." At your facility, tie the names into your attractions.
The Laser Tag:Â Mountain Dew + Blue Raspberry + Fresh Lime.
The Strike:Â Dr. Pepper + Coconut + Vanilla Cream.
3. High-Visibility Merchandising
Dirty Soda is a visual product. You need a high-res menu board with actual photos of the drinks. If people can't see the colorful layers and the whipped cream, they’ll just order a "regular" soda. Use clear cups—plastic or high-quality compostable—so the guest becomes a walking advertisement for your concessions as they walk across the arcade floor.
Is your F&B program ready for 2026?
As the Novak Roadshow continues, I’m helping operators across the country identify these low-barrier, high-impact wins. If you want a fresh set of eyes on your facility's layout or concessions strategy, let's talk.
Clint Novak is the co-owner of Planet Novak and the founder of Novak Amusement Solutions and the Novak Network. Follow his journey on the Novak Roadshow at www.novakamusementsolutions.com or email clintnovak@gmail.com.