Sandeep Singh with Filthy Fizz

In the Season 2 premiere of Local Lens, we sit down with Sandeep, co-owner of Filthy Fizz, to talk about what it really takes to build something new from the ground up — especially when it doesn’t exist in your market yet.

Sandeep shares how a simple idea, a creative spouse, and a long line at a dirty soda shop turned into a fast-growing local brand. We dig into the risks of starting a trend-based business, why they gave away over 1,000 drinks before opening, and how community validation mattered more than a perfect business plan.

We also talk about building a brand with intention — from creative menu development and social media strategy to hiring and mentoring a young team that actually wants to be there. Sandeep explains why he sees himself more as a coach than a boss, how customer service beats competition, and why staying involved in the community is non-negotiable.

This episode is a real look at entrepreneurship: the wins, the supply-chain headaches, the lessons from past businesses, and the long-term vision for Filthy Fizz — including events, expansion, and potential franchising.

If you’re a business owner, creative, or anyone thinking about taking a risk on something new, this conversation is full of honest insight and practical perspective.