Jason's Deli Dusty Dr Pepper is a limited time offering from the brand that taps into the excitement surrounding the arrival of Dusty May as the new coach of the Dallas Mavericks.
The drink takes a coach-inspired twist with a recipe that includes a base of Dr Pepper with a serving of chocolate soft serve right into the cup. This comes as a nod to the original drink recipe of Dr Pepper and chocolate milk to give it a summer-suited update. The specialty drink is being offered at participating locations for $1 when placing orders online or through the brand's app by using the code DollarDP through June 30, 2026.
Vice President of Marketing Kim Collura commented on the Jason's Deli Dusty Dr Pepper saying, "We saw an opportunity to welcome the new head coach to Dallas in a fun way and put a twist on a flavor pairing people already know — elevating it with Jason’s iconic, always-free chocolate soft serve into what we’re calling a ‘Dusty Dr Pepper.’"
Coach-Commemorating Soft-Serve Sodas
Jason's Deli Dusty Dr Pepper Honors Coach Dusty May
Trend Themes
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Coach-branded Beverages — Sports leadership moments are becoming marketable foodservice themes, creating space for limited-edition menu items tied to coaching hires, team culture, and local fan identity.
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Soft-serve Soda Mashups — Classic fountain drinks are being reimagined with dessert formats, signaling potential for playful hybrid beverages that blend nostalgia, indulgence, and seasonal refreshment.
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App-exclusive Food Promotions — Digital ordering channels are evolving into launchpads for low-price specialty items, giving restaurant brands new ways to drive trial, loyalty, and first-party customer data.
Industry Implications
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Fast Casual Dining — Regional restaurant chains can use culturally relevant menu drops to differentiate from national competitors while strengthening emotional connections with nearby sports communities.
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Beverage Marketing — Flavor collaborations rooted in familiar soda traditions offer beverage brands a path to renewed relevance through limited-time storytelling and cross-category experimentation.
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Sports Merchandising — Fan engagement is expanding beyond apparel and memorabilia into consumable experiences, where food and drink products function as timely extensions of team excitement.