Dutch Bros: The Boldest bet on America's new Coffee era
Reading Time: 3 minutes
Gen-Z hit: cold, customizable drinks. Dutch Bros plans to increase its number of locations sevenfold in the long term. Many signs point to the fact that the next coffee era in the USA does not belong to a single brand but to a dozen hungry challengers – and hardly anyone embodies this upheaval as boldly and consistently as Dutch Bros. The drive-thru chain from Oregon is surfing on a mega trend: cold, highly customizable drinks that taste more like energy soda than classic coffee – exactly what Gen Z shares on TikTok and drinks on...
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