The new CEO of Dutch Bros is tasked with her biggest career challenge yet, scaling an 800-store coffee chain to rival Starbucks.
"Broista" Samantha Mercado, hanging over the window's ledge with a tablet, eagerly offered recommendations, mentioning that it’swith 2% milk and 20 grams of casein), fulfilling orders, and leaning on other employees as she forgot the last ingredient that completes an Aquaberry soda .
"The most important part for me was her demeanor … her affinity of the culture and the brand itself, and her understanding of how important that is to our customer base and to our broistas company-wide," he recounted. Guggenheim analyst Gregory Francfort, who has a Hold rating on the stock, said keeping that core DNA could be a challenge.
Its model of 900-square-foot drive-through stores, which typically bring in a revenue of $2 million each, ensures efficiency. The company-owned locations boast a margin of 29.8%, which is "quite high" for the industry, said TD Cowen analyst Andrew Charles.Barone’s current go-to is an iced Creamy Vanilla Protein Milk Latte. In between juggling her three kids’ busy schedules and traveling, you’ll catch her mixing up different concoctions to discover the next big hit.
Frequent customer Ivanca Jones , Dutch Bros CMO Tana Davila, who was undergoing her training , and Dutch Bros CEO Christine Barone . Dutch Bros also offers sodas — think Double Rainbro and Laser Cat — alongside customizable Rebel energy drinks that wereStifel analyst Chris O’Cull said Dutch Bros stays on brand with its new products, compared to Starbucks' recent efforts, like spicy lemonade, that may be "a little off-brand."
Texas, where it opened 45% of its new locations in the past two years, remains a key target. In 2022,it saw the biggest white space in Texas, with plans to use it as a hub to increase distributions into new markets. As Dutch Bros excels at selling cold drinks, Ricci said the company is expanding geographically from its northwest origins down to southwest Texas, then southeast.
For example, it's building stores five miles apart instead of one mile apart, then building a third shop in between once the previous two have attracted a following. In its latest quarter, 66% of Dutch Bros' transactions were conducted by loyalty members. It's currently testing mobile orders at handfuls of restaurants.
But drivers at shops without an escape lane will have to park and use the walkup window or wait in the car line as usual. "One element of mobile order that we believe is underappreciated is the check and mix benefit as the customer is able to discover greater customization options more seamlessly," TD Cowen's Charles wrote in a note to clients.“One of the No. 1 things we hear from our customers is, 'I would love to go more often, but sometimes your lines are a little long,'" Barone said.
The list includes two leaders of the M23 rebel group, a Tutsi-led group that has intensified its campaign in eastern Congo this year, and two from the Democratic Forces for the Liberation of Rwanda. "Both sustain the armed conflict, instability and insecurity in the DRC, in particular through inciting violence," the EU Council said.
Christine Barone Dane Boersma Travis Boersma Dutch Bros Drinks
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