What Dutch Bros Coffee does

Dutch Bros Coffee (NYSE: BROS) is a publicly traded drive-thru coffee and beverage operator founded in 1992 in Grants Pass, Oregon, now headquartered in Tempe, Arizona. As of Q1 2026 the company operated 1,177+ locations across 25 US states, making it the third-largest US coffee chain by unit count. The core product is customizable cold beverages — approximately 90% of drinks served are cold — spanning coffee, the proprietary Rebel energy drink line (~25% of business with 40+ flavor combinations), teas, and sodas, complemented by an expanding hot food program deployed across 485 company-operated shops. The drive-thru-only format with no interior seating keeps build costs under $500K per location and enables rapid unit growth.

The company operates a hybrid company-operated and franchise model, with franchise territories periodically acquired back into company operations as part of a stated strategy to convert franchised regions to corporate ownership. In 2026 alone the company acquired the 20-location Clutch Coffee Bar chain in the Carolinas for $20M and agreed to acquire a 29-shop Phoenix East Valley franchise from a retiring owner, accelerating geographic expansion into the Eastern and Southern US. Digital infrastructure is centered on a proprietary mobile app and the Dutch Rewards loyalty program, which has 15 million enrolled members and accounts for 72% of system transactions, providing first-party purchase and customization data.

Revenue is generated through company-operated shop sales (transaction-based), franchise royalties and fees, the emerging Dutch Bros at Home CPG line (canned iced coffees, ground beans, and creamer pods distributed through Walmart, Amazon, H.E.B., and Albertsons), gift cards, and branded merchandise. FY2025 revenue was $1.64B (+27.9% YoY) and Q1 2026 revenue reached $464.4M (+31% YoY), with FY2026 guidance of $2.05B-$2.08B and a long-term target of 7,000+ domestic locations. Customers skew toward Gen Z and millennial demographics seeking affordable, customizable cold beverages and energy drinks via fast drive-thru service.

Name

Dutch Bros Coffee

Legal name

Dutch Bros Inc.

Website

https://dutchbros.com

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Dutch Bros Coffee (NYSE: BROS) is a public drive-thru coffee and beverage operator with 1,177+ locations across 25 US states, serving customizable cold drinks, Rebel energy beverages, and an expanding food menu to Gen Z and millennial consumers through company-operated and franchise shops.

Ownership category

akta.pro rank

Product category

Specialty Coffee / Drive-Thru Beverage Retail

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Coffee and Tea Manufacturing (31192)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Beverages (2080)

akta.pro primary industry

Drive-Thru Coffee Stands & Coffee Kiosks (THAFADAK)

akta.pro secondary industries

Specialty Coffee Adjacent Beverage Bars (Chai, Cacao, Alternative Lattes) (THAFAKAH), Single-Serve Coffee (Pods, Capsules) (CRADAHAH)

Keywords

• Drive-thru coffee shops
• Specialty coffee beverages
• Energy drinks retail
• Coffee franchise operations
• Loyalty rewards program

Headquarters

HQ city

Grants Pass

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Company-Operated Shop Sales: Revenue from company-operated drive-thru coffee shops across 25 US states. Mix of company-operated and franchise-operated locations, with company acquiring franchise territories to convert to company-operated status (e.g., Phoenix East Valley acquisition).
2. Franchise Royalties and Fees: Franchise operators pay royalties and fees to Dutch Bros for use of the brand, systems, and operational support. Franchise territories are acquired back into company operations as part of growth strategy.
3. CPG Retail Products: Dutch Bros at Home line of consumer packaged goods including canned iced coffees, ground beans, and creamer pods sold through Walmart, Amazon, H.E.B., and Albertsons, generating incremental retail revenue beyond physical store footprint.
4. Loyalty Program and Gift Cards: Dutch Bros Rewards loyalty program with 15 million members and gift card sales drive customer retention and upfront revenue recognition through digital and physical gift card purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Dutch Bros Coffee operates a national chain of drive-thru beverage shops that serve hand-crafted, highly customizable coffee, energy drinks (Rebel), teas, sodas, and a growing hot food menu to consumers in 25 U.S. states. The company supplements its shop-based revenue with the Dutch Bros at Home consumer packaged goods line (canned iced coffees, ground beans, creamer pods) sold through major grocery and e-commerce retailers, and drives repeat engagement through its Dutch Rewards loyalty program and mobile order-ahead app.

Product overview

Dutch Bros Coffee is a drive-thru beverage company operating a chain of over 1,100 coffee and energy drink locations across 25+ U.S. states. The core offering consists of customizable cold and hot coffee beverages, energy drinks (Rebel), teas, and sodas served through drive-thru format shops. The company has expanded beyond its physical store footprint by launching the 'Dutch Bros at Home' CPG line in early 2026, offering canned iced coffees, ground beans, and creamer pods at Walmart, Amazon, H.E.B., and Albertsons. Digital engagement is central to the model, with a mobile app featuring order-ahead capabilities and the Dutch Rewards loyalty program (15M+ members, 72% of transactions). The company acquired Clutch Coffee Bar (20 locations in the Carolinas) and the Phoenix East Valley franchise (29 locations in Arizona) in 2026 to accelerate geographic expansion.

Differentiator

Problem solved

Functional benefit

Brands

• Dutch Bros Rebel Energy Drink: The company's signature energy drink line comprising approximately 25% of its business
• Dutch Rewards

Products and services

• Dutch Bros Drive-Thru Coffee and Beverage Shops Network of drive-thru coffee and beverage shops offering customizable hot and cold coffee, Rebel energy drinks, teas, sodas, and a growing hot food menu across 25+ U.S. states. The drive-thru-only format serves consumers without interior seating, emphasizing speed and customization.
• Dutch Bros Mobile App (Order Ahead / Skip the Line) Proprietary mobile application for iOS and Android that lets customers customize and order drinks ahead for pickup at the shop, integrated with the Dutch Rewards loyalty program for free drink offers and personalized rewards.
• Dutch Rewards Loyalty Program Digital loyalty program with over 15 million enrolled members, offering free drinks as rewards, personalized offers, and integrated mobile ordering; accounts for 72% of system transactions and drives repeat visit frequency.
• Dutch Bros Rebel Energy Drink Proprietary customizable energy drink line offering over 40 flavor combinations; serves as a key differentiator against traditional coffee chains and comprises approximately 25% of Dutch Bros' business.
• Coffee Classics Core hot and iced coffee lineup including lattes, cold brews, and signature classics that anchor the menu alongside the customizable specialty drinks and Rebel energy drinks.
• Dutch Faves (Drive Thru Specialty Beverages) House specialty and customizable cold beverages that form the brand's signature drive-thru offerings, including the popular customizable iced drinks targeted at Gen Z and Millennial consumers.
• Dutch Bros at Home (CPG Line) Consumer packaged goods line launched in early 2026 offering canned iced coffees, ground coffee beans, and creamer pods distributed through Walmart, Amazon, H.E.B., and Albertsons for at-home consumption.
• Dutch Bros Gift Cards Digital and physical gift cards available for purchase through the Dutch Bros mobile app and website, deliverable from the app, supporting upfront revenue recognition and customer acquisition.
• Dutch Bros Merchandise (Shop.dutchbros.com) Proprietary e-commerce store selling branded merchandise including apparel, drinkware, and limited-edition collections (e.g., Route 92 collection) as a brand-extension revenue stream.
• Hot Food Platform (Protein Lattes and Food Items) Expanded hot food program deployed in 485+ company-operated shops, adding protein lattes and food items to diversify revenue beyond beverages; cited by management as having strong early performance.
• Myst Plant-Based Energy Refreshers Plant-based energy drink innovation launched in the 2026 summer drink line, featuring electrolytes from magnesium and antioxidants from vitamin C; positioned to compete in the broader energy beverage category beyond coffee.

Quantifiable outcome

• 8.3% systemwide same-store sales growth in Q1 2026 with 7 consecutive quarters of transaction growth
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Jim Thompson (Phoenix East Valley Franchise Owner)minorStrategic or Co-development Partner · 12 May 2026Acquisition of Phoenix East Valley franchise from retiring franchise owner Jim Thompson after nearly 20 years with the company. The 29-shop acquisition will expand Dutch Bros' company-operated footprint in Arizona, expected to close in Q3 2026.
• Local Food Nonprofits (Central California Food Bank, San Antonio Food Bank, Utah Food Bank, Community Food Bank of Southern Arizona)minorStrategic or Co-development Partner · 13 February 2026Dutch Bros Foundation and customers donate to local food nonprofits through annual Dutch Luv Day of Giving, with $1 donated for every drink sold at participating locations, supporting food security in communities where Dutch Bros operates.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 1 February 2026Major retail distribution partner for Dutch Bros at Home CPG line, selling canned iced coffees, ground beans, and creamer pods through Walmart stores nationwide as part of the brand's expansion into grocery retail.
• AmazoncoreChannel Partner/ Reseller/ Distributor · 1 February 2026E-commerce distribution partner for Dutch Bros at Home CPG products including canned iced coffees, ground beans, and creamer pods, enabling direct-to-consumer at-home delivery nationwide.
• H.E.B.minorChannel Partner/ Reseller/ Distributor · 1 February 2026Regional Texas grocery retailer distributing Dutch Bros at Home products including canned iced coffees, ground beans, and creamer pods, supporting the brand's strong Texas market presence.
• AlbertsonsminorChannel Partner/ Reseller/ Distributor · 1 February 2026National grocery retailer distributing Dutch Bros at Home CPG products including canned iced coffees, ground beans, and creamer pods through Albertsons store locations.
• Muscular Dystrophy Association (MDA)coreStrategic or Co-development Partner · 1 January 2026Long-standing annual partnership through Drink One for Dane Day of Giving, with over $20 million raised cumulatively since the program's inception nearly 20 years ago. Campaign supports ALS research and care in memory of co-founder Dane Boersma who passed away from the disease in 2009.
• Darren Spicer (Clutch Coffee Bar Founder)minorStrategic or Co-development Partner · 1 January 2026Acquisition of 20-location Clutch Coffee Bar chain founded in 2018 by former Dutch Bros manager Darren Spicer. Clutch operated under similar drive-thru model and culture-first principles. Dutch Bros acquired the chain for $20M and is closing all Clutch stores to reopen them under the Dutch Bros brand in the Carolinas.

Scale indicators21 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Starbucks: Global coffee chain operator with thousands of US locations and dominant brand recognition. Comparable as the established incumbent in coffee/beverage retail that Dutch Bros competes against for daily coffee occasions, though Starbucks focuses on a sit-down cafe experience versus Dutch Bros' drive-thru-only model.
• Tim Hortons: Canadian-based coffee and donut QSR with thousands of US locations, owned by Restaurant Brands International. Comparable as a broad incumbent drive-thru coffee chain targeting similar mass-market consumers in the US, though with a less customizable and less cold-beverage-focused menu than Dutch Bros.

Direct peers

• 7 Brew: Fast-growing drive-thru coffee chain operating across the southern and central US with a similar dual-lane drive-thru model. Directly comparable as the most aggressive emerging competitor in Dutch Bros' core category, targeting the same Gen Z and value-conscious consumer with highly customizable specialty drinks.
• Scooter's Coffee: Drive-thru coffee franchise with hundreds of US locations concentrated in the Midwest. Comparable as a direct competitor in the drive-thru specialty coffee category with similar expansion playbook and target demographic, though at a smaller scale than Dutch Bros.
• Dunkin': Major US drive-thru coffee and donut chain with thousands of locations nationwide. Directly comparable as a coffee QSR concept offering customizable hot/cold beverages through quick-service format targeting similar mass-market and Gen Z demographics as Dutch Bros.
• Black Rock Coffee Bar: Drive-thru and walk-up specialty coffee chain expanding across the Western and Southwestern US. Comparable as a similar-format coffee concept competing for the same Gen Z and millennial consumers in overlapping Western US markets with premium customizable beverages.
• Biggby Coffee: US coffee franchise with hundreds of drive-thru and cafe locations in the Midwest and Eastern US. Comparable as a direct competitor in the specialty coffee QSR category with similar franchise-driven growth model targeting mass-market coffee consumers.

Emerging players

• Foxtail Coffee Co. Florida-based specialty coffee chain with a mix of cafes and drive-thru locations. Comparable as a smaller, emerging specialty coffee operator competing in the Southeast for similar consumer occasions, though with a less developed drive-thru-only model.
• Human Bean: Drive-thru coffee chain expanding across the Western and Midwestern US with a similar low-build, drive-thru-focused model. Comparable as an emerging drive-thru coffee competitor with overlapping customer demographics though smaller scale and geographic footprint than Dutch Bros.

Others

• Keurig Dr Pepper: Major beverage manufacturer and owner of Keurig single-serve brewing systems plus Dr Pepper/Snapple brands. Comparable as an adjacent/thematic peer in at-home coffee and beverage CPG — relevant to Dutch Bros' Dutch Bros at Home CPG line targeting grocery retail with creamer pods and ground coffee.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dutchbros
• Instagraminstagram.com/dutchbroscoffee
• TikToktiktok.com/@dutchbroscoffee
• Xx.com/dutchbros
• LinkedInlinkedin.com/company/dutchbroscoffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dutch Bros Coffee