Dutch Bros (BROS) investor relations material

Brand growth and expansion

• Operating nearly 1,200 shops across 25 states, with a goal of 2,029 shops by 2029 and a long-term TAM of 7,000 locations, reflecting rising brand awareness and intentional market entry strategies.

• Expansion is supported by a strong internal pipeline and a focus on densifying markets for everyday customer occasions.

• Shop growth is driven by experienced operators, averaging seven years of tenure, who embody and scale company culture.

Innovation and customer engagement

• Leading beverage innovation with launches like protein coffee in 2024 and the Myst energy drink, plus regular LTOs and flavor rotations.

• Dutch Rewards program drives 74% of transactions, enabling targeted offers and customer engagement.

• Order Ahead now accounts for 15% of sales, enhancing convenience, especially in the morning daypart.

• Food program expanding from bakery to hot food, aiming for nine SKUs and full rollout in company-operated shops by end of Q3.

Financial performance and margin strategy

• Q1 revenue grew 30% year-over-year, with shop margins above 28% despite elevated coffee costs.

• Long-term shop margin target is 30%, with ongoing investments in labor and G&A leverage.

• Food has lower gross margin than beverages but is expected to drive incremental transactions and leverage other cost lines.

• Pricing power remains strong, with minimal price increases to maintain value proposition and customer loyalty.