Fill Drinks: A Simple Idea to Revolutionize an Industry

A Simple Idea to Revolutionize an Industry

When Devon Dickson landed on an idea for his Dixie State University student project, he could never have imagined the new direction his life would take.

In August 2019, Dickson was tasked with finding a viable business concept for his entrepreneurship class at Dixie State University. As any business person will tell you, coming up with an original working idea is not easy, so with his project looming and his mind brainstorming, Dickson stopped for a bite to eat at the campus Trailblazer Cafe. He watched as student after student stood in line to pay for soda before filling their glasses at the self-serve fountain and thought, “What if a person could pay monthly and have unlimited drinks anywhere on campus?” The idea was intriguing; he decided to run with it. The next day, he arrived at class with charts, graphs, and an outline of the potential profits. Dickson named the project Fill Drinks, and when his idea was enthusiastically endorsed by his classmates, he, along with fellow students Braden Bringhurst and Stuart Baker, went to work to make the idea a reality. “Initially, we thought this would be an easy business to start,” explained Dickson. “But it took over a year from this initial idea until we launched in September 2020. We faced countless obstacles, including the restrictions of the COVID-19 pandemic. Even trying to get a Coca-Cola Freestyle machine was a massive obstacle that took months of negotiations.” It is no wonder that Dickson saw the potential profits in Fill Drinks, since Americans consume between seven and fourteen carbonated beverages a week at an average cost of roughly $2.20 per day. With a subscription to Fill Drinks— the monthly fee is $19.99 for unlimited drinks—student beverage costs could be reduced to $.66 per day, a savings of approximately 70 percent. The process of becoming a subscriber is simple: Subscriptions to Fill Drinks can be purchased online and a free reusable bottle embedded with your personal RFDI chip can be picked up at the locations found online. A subscriber places the bottle directly on the fountain’s black RFDI reader and selects and pours a drink. With over 200 flavor combinations, including healthier choices like Powerade and Vitaminwater, there is something at a Fill Drink fountain for everyone. Dickson and his team credit much of their success to the help, guidance, and support of the Atwood Innovation Plaza (AIP), located on the DSU campus on 700 East and 400 South in the former East Elementary School Building, and to the UdvarHazy School of Business. The Atwood Innovation Plaza is named after the late Dixie State University Trustee Lindsay T. Atwood, who was a lifelong entrepreneur and businessman whose vision, focus, and energy led to the establishment of the center. AIP’s mission is to assist entrepreneurs and small businesses in developing, launching, and growing their businesses free of charge. In essence, the story of Fill Drinks demonstrates the entire purpose and mission of AIP. “Without the countless number of people that helped us, we never would have made it,” Dickson said. “We are forever grateful for the support of AIP, the school of business, and the school faculty who helped us every step of the way.” Currently, Fills Drinks is expanding into the business-to-business market with plans to retrofit existing soda machines with their technology. A phone will unlock the fountain, allowing the user to pour a drink, and the system can be white-labeled to fit the branding of any customer. So next time you think you must find a business concept that is “bigger and better” in order to be successful, think again. Devon Dickson is showing the world that a sensible idea that solves a problem can revolutionize an industry. Fill Drinks invites you to join the refill revolution!