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INCOME TAXES - Effective Income Taxes Reconciliation (Details) | 12 Months Ended
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Dec. 31, 2023 | Dec. 31, 2022 | Dec. 31, 2021
Income Tax Disclosure [Abstract] |  |  |
U.S. Statutory federal rate | 21.00% | 21.00% | 21.00%
State taxes, net of federal benefit | 4.70% | (3.90%) | (12.50%)
Tax effect of Pepsi valuation premium | 0.00% | (38.90%) | 0.00%
Stock based compensation | (3.40%) | (0.90%) | 50.50%
Change in valuation allowance | (0.30%) | 0.40% | 219.80%
Change in deferred balances | 0.30% | 0.00% | (80.60%)
Other | (0.10%) | (0.40%) | (0.90%)
Effective tax rate | 22.20% | (22.70%) | 197.30%

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