Nicole Tanner, Founder, Swig
In the bustling world of business, where numbers and profits often steal the spotlight, it’s all too easy for leaders to lose sight of what truly matters – the people. Amid this whirlwind of metrics and bottom lines, customers often become just faceless statistics, reduced to mere entries in spreadsheets or anonymous figures on a financial report. But true visionaries understand that behind each of these data points lies a real person with needs, feelings, and concerns. These remarkable leaders don’t just chase profit margins; they measure success by the genuine smiles on their customers’ faces and the trust they cultivate with every interaction.
Among these extraordinary leaders stands Nicole Tanner, the visionary founder of Swig, a soda shop that has rapidly evolved into one of the biggest names in Utah’s culinary landscape. But what truly sets her apart is not merely the growth of her business, but her genuine commitment to delivering an exceptional customer experience. In a world where the lines between customers and corporations can often blur into mere numbers, leaders like Nicole serve as a resounding reminder that true success transcends profit margins. It’s about the people you serve, the connections you forge, and the lasting impact you leave on their lives.
From Dairy Farm to Drive-Thru Dreams
Growing up as the fifth of eight children on a dairy farm in Driggs, Idaho, Nicole learned the value of hard work and perseverance from an early age. In the countryside, where the nearest entertainment was often miles away, creativity became a necessity. From a tender age, Nicole developed an irresistible fondness for the good old cold soda. She vividly recalls sneaking into her grandparents’ fridge to snag an ice-cold Coca-Cola or a tasty Ding Dong. The farm life instilled in her a strong work ethic and a “never quit until the job is done” mentality which later became the key ingredients in her recipe for success.
After completing high school, Nicole attended Ricks College, now known as Brigham Young University-Idaho, where she earned an associate degree in office education. But years later, Nicole, her husband, and their five children moved to St. George, Utah in the fall of 2009. The nation was reeling from a recession, and they had just left the family business in Colorado, searching for a way to provide for their family. That’s when Nicole’s cherished childhood memories of sneaking an ice-cold Coke from her grandparents’ fridge came flooding back. Nicole understood that many people were facing financial constraints, and while they couldn’t dine out or go on vacations, they still craved a small indulgence—a refreshing drink. And so, the idea for Swig was born, a drive-thru drink business that would serve not just beverages but also friendly customer service. “What I love about this company is that we are not just serving drinks and treats, we are creating a connection and friendship with our customers that will last a lifetime. It should be the best part of their day to come through our drive-thru line and it is the best part of our day to see them,” asserts Nicole.
The Beginning of Swig: A Sip of Success
Nicole and her family often found themselves in the long queues at Sonic to get their favorite drink. But long waits in the drive-thru, coupled with the lingering scent of onions and greasy cups, started to sour the experience. She felt like just another faceless customer in those winding lines and believed there had to be a more personal and exceptional way to enjoy their favorite drinks. That’s when it hit her: why not create a drive-thru drink destination that offers all of this and more? With this idea brewing in her mind, Nicole started looking for the perfect location and stumbled upon an old, rundown building in St. George, right by Utah Tech University. “Although the building itself was a mere 700 square feet, it boasted a sprawling parking lot. I could envision lines of cars winding around the building, eagerly waiting to savor their unique drinks,” shares Nicole.
The next step was to share her idea with the landlord. However, convincing them was no easy feat. After all, the market was already saturated with businesses selling fountain drinks. But she knew that Swig was destined to be more than just a drink; it was going to be an experience, the highlight of people’s day. After some persuasion and persistence, Nicole managed to get the landlord on board. They refurbished the old building, and on April 2nd, 2010, the very first Swig opened its doors. To entice customers, they offered $1 drinks for the initial months, and soon enough, things began to take off. Within six months, Swig had made its mark, with lines stretching around the corner.
Expanding Horizons and Trademarking Success
Buoyed by the overwhelming success of the first Swig, Nicole expanded its reach to northern Utah, setting up shop in Provo, right across from the iconic LaVell Edwards Stadium at BYU. The Provo location was an instant hit, and this success story propelled Swig to open numerous other stores in cities like Bountiful, Draper, Lehi, Orem, Logan, Murray, and beyond. Fast forward to today, Swig boasts an impressive 41 locations spanning several states, including Utah, Idaho, Arizona, Oklahoma, and Texas.
Swig’s popularity soared not just for its exceptional drinks but also for its catchy and innovative concoctions. In 2010, one of their drinks, the Dirty Dr. Pepper, a concoction of coconut syrup in a Dr. Pepper caused a stir. It quickly gained popularity, but so did imitators. To protect their creation, Swig obtained both Utah and federal trademarks for “Dirty Soda,” cementing their place as the originators of this delightful beverage.
Swig’s Heartwarming Philanthropy
Nicole’s journey wasn’t all about fizzy drinks and bubbles. In 2009, she faced a personal battle with breast cancer. Her medical bills amounted to a staggering $12,000, but she was fortunate to qualify for a program at Dixie Regional Medical Center that covered her expenses. This act of kindness left a lasting impression on Nicole, leading her to create the nonprofit “Save the Cups.” The organization pays the medical bills of women fighting breast cancer, surprising them with heartwarming checks, much like the iconic Publishers Clearing House. Customers can join the cause every October at Swig locations, purchasing special drinks and items that contribute to the effort. Nicole’s dedication has already helped 22 women, and she hopes for an even greater impact in the years to come.
A Legacy of Care, Integrity, and Hard Work
Beyond her business acumen, Nicole’s unwavering commitment to her core values—care, integrity, and hard work—has been the bedrock of Swig’s enduring success. As the company continues to broaden its horizons, serving communities across multiple states, Nicole’s fervor for delivering an exceptional drink experience and making a positive impact in the community remains at the heart of Swig’s mission. Today, at 49, Nicole stands as the lord of the soft drink empire, Swig with 30 locations across Utah and Arizona, and plans to conquer more states in the years to come. Her extraordinary journey, from a rural farm to a business magnate, serves as a testament to the notion that dreams, fueled by hard work and compassion, can indeed come true—even if they start with the love of a good Diet Coke.