Franchise Intel Report: Swig
HQ: Lehi, UT | Founded: 2010 | Franchising Since: 2022
🔍 Fast Facts
Startup Cost: $504,900 – $1.12 M
Franchise Fee: $39,500
Royalty / Marketing: 7% + 2%
Item 19 (2025): Average Unit Sales $1.43 M | Median $1.21 M
U.S. Locations: 120 open / 500 franchise units signed
What’s Our Verdict on This Brand?
Verdict: 🟡 High-growth concept with strong brand energy but early-stage franchising risk.
⚠️ Disclaimer
We are not affiliated with or endorsed by Swig or any of its subsidiaries. All content is for informational purposes only. Conduct your own due diligence before making business decisions.
📊 Why the Verdict?
🍹 Category Momentum
“Dirty sodas” have evolved from a Utah novelty to a mainstream beverage category. Brands like Sonic and Dr Pepper now chase the same mix-in craze.
Why it matters: Concept demand is real and expanding beyond regional roots.
Investor Move: 🟢 Ride the trend early — but confirm imitators don’t oversaturate local markets.
🏗️ Infrastructure Push
2024–2025 hires from Dutch Bros, Sonic, and Dave’s Hot Chicken (Batty, Smith, Swenson) signal serious intent to scale through franchise partners.
Why it matters: Veteran leadership reduces the risk of being a “rookie franchisor.”
Investor Move: Evaluate whether corporate timelines align with promised openings and support.
💸 CapEx & Fees
Initial investment: $0.5M – $1.1M, with a combined 9% fee. Mid-tier beverage model with optional drive-thru.
Why it matters: Margins depend on ticket volume and tight labor control.
Investor Move: 🟡 Run break-even scenarios below top-quartile sales before committing.
🏬 Unit Economics Reality
Top-quartile units average $1.65 M; bottom quartile under $900 K.
Why it matters: Performance variance is high across markets.
Investor Move: 🔴 Request regional performance data before selecting a territory.
🚨 Red Flag Alert
Non-exclusive territories in some markets
Rapid franchise signings may outpace support capacity
Weather-linked seasonality in the drink-only model
Why it matters: Speed of growth can strain training and QA.
Investor Move: 🟡 Verify store-opening support and marketing bench before signing.
📱 What’s Driving Demand?
TikTok-style drink culture and customization
Lower build-out costs vs coffee competitors
Youth-oriented brand energy and social buzz
Why it matters: Viral momentum creates visibility but can fade quickly.
Investor Move: 🟢 Leverage local influencers and community tie-ins early.
🔎 Public Sentiment
Customer Feedback: Fun menu, custom flavors, but long drive-thru times during rush hours.
Employee Feedback: Youth-driven teams, energetic culture, uneven training between stores.
Why it matters: Experience consistency drives repeat sales.
Investor Move: 🟢 Invest in manager development and shift lead training programs.
💡 Training + Support
An eight-week onboarding program covering mixology, POS, marketing, and local launch strategy; a 2024 portal was introduced for franchisee resources.
Why it matters: Structured training reduces variability in the ramp-up process.
Investor Move: 🟢 Confirm access to digital ops hub and peer benchmarking tools.
📊 Fees at a Glance
Franchise Fee: $39,500
Royalty Fee: 7% of gross sales
Marketing Fee: 2%
💼 Operator Lens ROI Snapshot
Estimated break-even 12–18 months for top-half units (~$1.2 M sales); EBITDA margins 18–22%.
Why it matters: Returns can be solid if volume holds year-round.
Investor Move: 🟢 Target sites with consistent drive-thru and afternoon traffic.
📈 Investor Lens Scalability & Exit
500 franchise agreements have been signed nationwide, but a limited multi-unit track record remains.
Why it matters: Upside exists but execution will decide brand multiple.
Investor Move: 🟡 View as a growth-stage brand — not yet a turnkey cashflow machine.
📑 Data Sources & Methodology
This report uses data from the Swig 2025 Franchise Disclosure Document (FDD), cross-verified with third-party databases (FDD Exchange, Sharpsheets, FranchisePayback) and official press releases from the Larry H. Miller Company.
Leadership and franchise development updates were confirmed through PR Newswire (Oct 2025) and Restaurant News (Jun 2024).
Customer and employee sentiment data were aggregated from Google, Indeed, and Glassdoor reviews as of the fourth quarter of 2025.
⬇️ Final Call
Swig’s aggressive leadership, which includes hiring from Sonic, Dutch Bros, and Dave’s Hot Chicken, marks its transition from regional buzz to a structured national franchise. The dirty soda trend is real — but execution and support will decide its longevity.
Verdict: 🟡 Promising concept with experienced leadership and a scaling engine still being tested.
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