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Our recent analysis highlighted Dutch Bros’ push to capture a greater share of morning-daypart visits alongside its aggressive expansion strategy. Now, we’ll dive deeper into the connection between these two aspects of Dutch Bros’ strategy. Using an AI-powered analysis of visitor behavior we’ll explore how Dutch Bros’ play for the morning commuter could help foster brand recognition and loyalty in new markets, driving success as the chain grows its footprint.
Expansion Sets the Stage For Growth
Dutch Bros saw consistently positive visit growth in 2025, largely driven by rapid unit expansion, while the chain’s elevated same-store visits indicate strong demand as it entered new markets. The brand’s particularly robust end-of-year momentum may also be linked to its holiday season promotions.
Could Breakfast Drive Success in New Markets?
As Dutch Bros grows its footprint, its visitor’s journeys appear consistent with a brand yet to cement itself as part of morning coffee and breakfast routines in new geographies.
In 2025, fewer Dutch Bros visitors came from home immediately before visiting the chain or continued to work immediately after visiting, compared to 2024. This shift may reflect consumers who are encountering the chain more organically as it opens in their area – with curiosity and novelty fueling irregular visits rather than visitation being part of an established routine or commute.
Perhaps morning commuters, the kind Dutch Bros hopes to attract with its aforementioned breakfast strategy, could be the key to turning discovery into loyalty among consumers in new markets.
Viewed together, two facets of Dutch Bros’ growth plan – expansion and morning commuter visits – appear highly complementary; expanded breakfast offerings could potentially facilitate the transition from unfamiliar brand to habitual pit stop as the chain grows its footprint.
What will Dutch Bros’ visit patterns reveal about its growth in the months ahead? Visit Placer.ai/anchor to find out.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
