This dirty soda company opened 5 Triangle stores in 2 years. Another is on the way
Within just a few years, a family-owned dirty soda business has grown from operating out of a shipping container to five brick-and-mortar locations across the Triangle. And a sixth is opening soon.
At first, Scott Sorensen wasn’t sure how locals would respond to dirty soda, a drink that mixes soda with cream and flavorings. So in 2021, he started small, testing the concept by making and selling the beverages in a shipping container in Apex.
Finding success, Scott — whose background is in marketing — decided to ditch the shipping container for larger storefronts. He brought in his brother, Brent Sorensen, who was living in Washington, to help grow the business, named Sodabox.
And grow it has.
The first brick-and-mortar opened in Apex two years ago. Since then, Sodabox added locations in Rolesville, Garner, Raleigh and Cary.
Construction continues at the sixth spot — at 106 E. Millbrook Road near Six Forks Road in Raleigh — which Brent said he expects will celebrate a grand opening in mid-July.
The location occupies a former Colony Cleaners dry cleaning store in the shopping center that once housed Colony Theater. Most Sodabox locations, in fact, moved into old dry cleaning businesses, which have sliding doors that facilitate Sodabox’s drive-thru and enough square footage for an indoor walk-up counter and back-of-house equipment.
“Banks, Wendy’s, McDonald’s, they’re never gonna fit in that size of building, so they don’t even compete against us in the realty world,” Brent said.
The local chain has expanded rapidly to create what Brent calls “synergy.” With distinctive branding and multiple locations, he hopes passersby deem the concept “legit” — established and professional — even if they haven’t visited a store.
Educating the public about dirty soda is still a priority for Sodabox. Everyone knows about smoothies, milkshakes and ice cream, Brent said, but dirty soda doesn’t fit in those categories. The owners hope that the company’s physical footprint, along with a social media presence managed by Brent’s wife, Jamie Sorensen, will help establish the brand in the Triangle, especially as large dirty soda chains stretch eastward.
The target audience: ‘Stanley moms’
Another benefit of the Millbrook Road site: Plenty of churches sit within just a few miles. And where there are churches, there are residential neighborhoods and families.
“We call them ‘soccer moms.’ They’ve now transitioned to ‘Stanley moms’ — Stanley cup moms,” Brent said. “The SUV-driving, minivan mom is really our core avatar of a customer.” (Sodabox even sells branded 40-ounce tumblers that look similar to the popular insulated cups.)
With sliding glass doors, Sodabox can keep the drive-thru traffic moving — a plus for busy parents shuttling children to and from soccer practice.
“We want to be fast. We want to be convenient. We don’t want them to get the kids out,” Brent said. “We make moms the hero.”
The menu
Dirty sodas are Sodabox’s bread and butter. Many customers choose drinks on the set menu, some of which have cheeky or punny names, including Pretty & Pink, You Up? and Dad Bod.
Customers can also build their own refreshment, choosing a soda base and syrup flavorings. Sprite, Cheerwine, Dr Pepper and Coca-Cola are among the options.
Sodabox also makes drinks using energy drinks, water or carbonated water. Jamie Sorensen advocated for the development of the water-based drinks, which Sodabox calls Fresh Love, and they have become some of the most-requested items.
Sometimes, Sodabox employees — who are typically high school or college students — create the drinks. Hollywood, made with an energy drink base plus coconut, mango, strawberry puree, fresh lime and cream, is one of the staff-designed menu items.
Besides beverages, Sodabox also sells sweet and savory pretzel bites with glazes and dipping sauces, along with homemade rice cereal treats and cookies.
A Sodabox near you
There are five locations in the area in addition to the soon-to-open Raleigh store:
- Apex: 817 E. Williams St.
- Rolesville: 6182 Rogers Road
- Garner: 201 Timber Drive
- Raleigh: 1008 Raleigh Blvd.
- Cary: 9960 Chapel Hill Road
- Raleigh (coming soon): 106 E. Millbrook Road
When is Sodabox open?
All locations are open 9 a.m.-9 p.m. daily.
Customers can place orders inside or in the drive-thru.
This story was originally published June 7, 2024 at 8:41 AM with the headline "This dirty soda company opened 5 Triangle stores in 2 years. Another is on the way."
