Sizzurp Soda Lab
Downtown Salt Lake dirty soda with Filthy, Uppers, and Downers menus needed a loud brand site that still loads fast enough for Instagram traffic. We leaned into story and flavor first, then handed commerce to Toast where prices and pickup stay honest.
From the shipped build
Above the fold on desktop with the same phone preview treatment as our homepage carousel, plus a scrolled desktop capture. Story and stack follow; the outbound link comes once you have context.
About them
Sizzurp Soda Lab sits at 150 S State Street and sells custom dirty sodas in four sizes from Microdose (16 oz) through Overdose (44 oz). The public voice is playful, local, and menu-heavy: named drinks, ingredient callouts, and a clear split between classic filthy builds, energy uppers, and creamy downers.
They also cater events and push social proof through Instagram, so the homepage has to route people to Toast pickup, DoorDash delivery, catering, and the physical address without burying the personality.
The fork in the road
The easy path was a drag-and-drop template that looked fine in a mockup but would fight the brand the second real menu data showed up. Prices and modifiers change too often to hardcode in static HTML, and duplicating Toast inside the marketing layer would have created two sources of truth.
We chose a fast marketing shell that owns the story and Vibe89-level performance, then deep-linked straight into Toast for the transactional truth. That decision saved weekly dev edits, cut abandoned-cart confusion, and kept Google seeing consistent NAP plus a single authoritative commerce path.
What we built
We mirrored the live voice from the shop floor: hero tagline Dose Responsibly, downtown SLC positioning, marquee energy, and menu tabs that match how people order in person. Pickup and delivery CTAs land on Toast and DoorDash so fulfillment rules never drift from what staff actually honor.
Event and catering blocks point to Instagram and the events page because that is how the team books today, instead of forcing a brittle form nobody would maintain.
Why we built it that way
We optimized for the behavior we saw in analytics patterns on similar retail clients: thumb-first scanning, high bounce if the first screen feels generic, and sharp spikes after TikTok or Reels traffic. Large type, confident contrast, and short sections keep the story legible on mid-tier phones while still matching the accessibility baseline we publish for every Vibe89 launch.
Stack and delivery
Marketing site is static HTML on the edge with responsive imagery. Commerce, menu, and pickup run on Toast (toast.site ordering URL) with DoorDash as the delivery rail. If you are comparing platform mixes for your own shop, this is the retail pattern: marketing owns narrative SEO, POS owns money.
At a glance
Labeled snapshot for quick comparisons: each row echoes the tradeoffs we explain in this case, not a generic stat sheet.
- Business type
- Dirty soda lab, custom fountain drinks, event catering
- Location
- 150 S State St, Salt Lake City, UT 84111 (The 89 network, built by Vibe89)
- Ordering stack
- Toast online ordering for pickup; DoorDash storefront for delivery
- Menu structure
- Filthy classics, Uppers (energy builds), Downers (cream and purée)
- Why Vibe89
- Salt Lake City web design team that ships static performance layers on top of real-world POS integrations
Decisions worth reading
Tradeoffs we made on this launch, with extra depth without repeating the fork-in-the-road narrative above.
Why not publish the full drink menu as static HTML?
We almost mirrored every modifier in code so the homepage felt self-contained. That would have broken the first time a flavor rotated or a price changed after a supply run.
Pointing Toast CTAs at the live menu keeps prices, modifiers, and pickup windows aligned with what the counter actually rings up, which saves staff from answering "web wrong, store right" chats.
Why DoorDash alongside Toast instead of pickup only?
Pickup-first is fast for locals, but late-night traffic and office buildings often want delivery without re-educating the user.
We surfaced DoorDash as a second obvious rail so the marketing page matches how guests already order, without forcing Vibe89 to host duplicate delivery logic.
What did we optimize for in downtown Salt Lake SEO?
We reinforced the real 150 S State address, hours intent, and category vocabulary (dirty soda, dirty soda Salt Lake City) alongside branded phrases from the live menu.
The win is consistent NAP plus one commerce path, so maps-style discovery and organic listings do not fight a separate microsite.
How do catering and events stay discoverable without a heavy form?
A long intake form would have gone stale; operators would avoid it.
We leaned into Instagram plus the events route already used on the live site so outreach stays where the team already closes, while the homepage still explains the catering promise in crawlable text.
See it on their domain
You have the story and captures above. When you are ready, open Sizzurp Soda Lab on the public site we shipped.
Open live site Sizzurp Soda Lab, opens in a new tab