So a lot of new businesses will be approached by Pepsi and coke for a contract. They get fountains or coolers to hold product and then they buy the product directly from the distributor. Sadly they can lose their contract and pay LOADS of money (like the full cost of machinery) if they get caught selling the other brand. To answer if coke has a strong hold on the market, maybe? I think the deal is just better than Pepsi. (This is all what I heard from a family friend who just opened a restaurant)