Adam Corrin spent eight months testing whether dirty soda could work in Canada out of a 200-square-foot kiosk. The answer was yes—operationally. But that’s not the business he’s building.
Founder Brands is now targeting 20 to 25 FiiZ locations across Canada by end of 2026. The new play: 1,000 to 1,200-square-foot flagship stores when entering new markets, designed to bring the 1950s soda shop experience to life for a generation that’s only seen dirty soda on TikTok.
“We can operate a FiiZ out of 200 square feet and do high volume, high traffic. Very few food and beverage concepts could do that,” Corrin says. “But it’s hard to bring the brand to life in that footprint. This next wave is going after 1,000 to 1,200 square feet—really trying to bring that 1950s soda shop to life and create flagship experiences.”
The Dufferin Mall kiosk closed after its short-term lease expired, but Corrin frames it as a $100,000 education rather than a setback. One-minute average wait times? Proven. High volume in minimal space? Check. Speed of service without complex equipment? Yes.
“There’s no places right now that are really designated for Gen Z and young millennials in food and beverage. We want to create a brand that targets that customer, and that comes to life when you walk inside the front door—not just the product, but all the surroundings within the location.”
Windsor, Waterloo, and Beyond
@fiizdrinks.ca Your next favourite sip is coming to Waterloo! 👀 More info coming soon 🥤✨ #FiizDrinksCanada #FiizDrinks #dirtysoda #franchise #Waterloo ♬ Lovefool – The Cardigans
FiiZ currently has locations under development in multiple Ontario markets—Windsor and Waterloo confirmed. Franchise partners across Saskatchewan, BC, and Alberta are actively sourcing real estate. Daily inquiries come in from prospective franchisees who, eight months ago, had never heard of dirty soda.
“You can feel this swing in the education. There are more franchise partners that know what dirty soda is now than six months ago, albeit it’s still not a prominent brand here in Canada yet.”
Social media polling tells the story. When Founder Brands asks followers where they want FiiZ next, responses flood in from across Canada—not just Toronto, but secondary and tertiary markets nationwide.
“The interest is overwhelming. It wasn’t just Toronto—bring it to this neighborhood or that neighborhood. It’s all over Canada. And critically, it’s coming from secondary and tertiary markets. That gives us confidence we can go into those markets and be the new cool kid in town.”
The real estate playbook targets proximity to high schools and universities, strong grocery-anchored strip malls, and high-density urban corridors. But there’s also an income component now.
“Think neighborhoods like Leaside, Yonge and Eglinton, Forest Hill, Leslieville—targeting a higher income bracket. Dirty soda is not an everyday need, it’s a nice to have. Our price point is still very accessible, but those are the markets we’re targeting.”
The US Validation
Corrin’s timing aligns with accelerating momentum south of the border. FiiZ now operates over 65 locations across more than 10 states, with expansion pushing into the Northeast—the first Connecticut location opens in March. Competitor Swig has grown to roughly 140 locations across 16 states.
The category is also getting attention from Pepsi and Coke, both experimenting with premium soda mixology through restaurant partnerships and pilot programs. It’s a signal that dirty soda has moved beyond specialty chains into broader beverage industry strategy.
Industry observers are calling it a trend rather than a fad, pointing to the customization appeal—FiiZ reports 80% of business comes from customized drinks rather than straight sodas. Another tailwind: declining alcohol consumption among younger demographics, with many consumers shifting toward energy drinks and nonalcoholic options instead.
That validation matters for Canadian franchise recruitment. When prospective operators can point to 200+ locations operating profitably in the US, plus Big Beverage investment, the pitch becomes less speculative.
What Dufferin Actually Proved
The kiosk validated consumer demand beyond novelty. Repeat customers came daily, weekly, every other week. New customers traveled across the city because they’d seen FiiZ on social media or The Secret Lives of Mormon Wives.
“Customers would come to the counter and ask, ‘Which one’s the Dirty Soda?’ And the answer is they’re all Dirty Soda,” Corrin laughs. “That showed us consumers are already experiencing dirty soda through social media. They weren’t purchasing it because it didn’t exist here, but they knew what it was.”
The operational efficiency worked exactly as projected. No hoods, grills, vents, or fryers. Low capex. Flexible real estate strategy. Average wait time held at approximately one minute from order to delivery throughout the entire run.
What didn’t work was brand building. You can’t communicate what a 1950s soda shop experience means to someone who’s never experienced one when you’re operating out of 200 square feet in a mall corridor.
The ICSC Effect
Corrin came back from ICSC Whistler in January with what he describes as “a resounding eagerness to do deals” across all four Founder Brands concepts. Landlords like the youth-focused positioning because it doesn’t trigger non-compete issues with existing tenants.
“Landlords are excited about introducing new concepts and new brands into the Canadian market. That’s refreshing and quite frankly, music to my ears because that’s what I’m trying to bring to life here.”
The company is working with Tetra Reality for brokerage and building relationships with landlords across multiple portfolios.
Real estate flexibility comes from the diverse Founder Brands portfolio. PayMore needs different spaces than FiiZ. Gem Studio has different requirements than Graze Craze. That diversity expands deal-making possibilities.
“We have such a diverse portfolio of brands and different real estate needs. It’s not a one-type landlord or bracketed portfolio. It’s really diverse, which we love because there are a lot of options across the board.”
The Bigger Portfolio Play
FiiZ expansion accelerates alongside growth across Founder Brands’ other concepts. PayMore now operates 17 locations with seven more in pipeline for the next two quarters. Gem Studio has four locations open (The Well, Moncton, Shops at Don Mills, Hamilton) with five more scheduled for mid-Q2 and five additional sites in real estate sourcing. Graze Craze’s first Canadian flagship opens in Stony Creek by end of Q1.
“A year ago, we had three locations over four brands open. Today, we have about 17 PayMore locations operating across the country, Gem’s been on exciting growth, finding great franchise partners in local markets who are passionate about the brand.”
The franchise recruitment strategy emphasizes community alignment over pure capital. Founder Brands seeks operators who will hire locally, service community members, and develop local partnerships.
“We’re being really selective on who we bring into the system. We want franchise partners who are passionate about the brand, passionate about dirty soda, and who are going to be great to their local community. At the end of the day, we’re hiring local, we’re servicing local members of the community.”
Market Saturation vs. Optimization
Strategic infill opportunities remain on the table for future consideration, but Founder Brands prioritizes letting fewer franchisees build revenue before adding locations.
“We don’t want to oversaturate markets too quickly. We want these locations to ramp up, we want franchise partners to hit projected top-line sales. Then if we see infill opportunities down the road, those will be conversations with franchise partners in the future as we start hitting those sales levels.”
The 100-location, 10-year deal signed in 2025 is still the framework. But the path to getting there looks different than it did when the Dufferin kiosk opened in April.
Corrin’s beverage cycle theory—that dirty soda follows coffee, specialty tea, smoothies, and bubble tea as the next major category—gets tested over the next 12 months. Social media awareness exists. Franchise interest is validated. Landlord appetite is confirmed. And now, US market momentum provides proof the concept travels.
“We believe this works across Canada. We believe dirty soda has a place across Canada. Otherwise we wouldn’t have signed for 100-plus locations over 10 years.”
The Dufferin closure wasn’t retreat—it was recalibration. Now Founder Brands bets that larger footprints, strategic site selection, and selective franchisee partnerships will translate social media buzz into sustainable retail operations across Canada.
Whether that bet pays off depends entirely on execution over the next year. For now, Windsor and Waterloo are up first.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, The Canadian Opera Company, Starbucks Canada and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024, 2025 and 2026, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.