What makes you choose one coffee shop over another? Is it the taste, the price, the convenience, or the feeling you get when you walk away with your drink? Dutch Bros Coffee is betting that the answer is all of the above and that understanding customers can fuel its next stage of growth. Known for colorful drinks, customizable flavors, and energetic baristas called “broistas,” Dutch Bros built its identity around drive-through convenience and personal connections. Now, the company is experimenting with walk-up-only locations, including one near the University of Southern California. The location reportedly became the chain’s highest-volume shop before another location surpassed it.
This move illustrates an important marketing principle: successful brands adapt how they deliver value to different consumers. Consider consumer behavior. A commuter in a car, a student walking between classes, and a friend meeting someone downtown may all want the same drink but they have different needs and purchasing situations. A walk-up window could make Dutch Bros more accessible to pedestrians without abandoning its recognizable brand experience. Consumer perception matters, too. The colorful drinks and friendly service help position Dutch Bros as more than a caffeine stop. Instead, the experience itself becomes part of the product. For customers who enjoy the brand’s personality, buying a drink can also reinforce a sense of belonging to a community.
Motivation offers another clue. Coffee can satisfy a functional need for energy while also delivering an affordable indulgence or a small daily reward. Understanding which motivation drives a purchase helps marketers develop more relevant messages and experiences. This lesson extends beyond coffee. A 2026 campaign for Honeysticks crayons found that customers in different countries purchased the same product for different reasons, demonstrating the value of tailoring marketing to audience motivations. As Dutch Bros expands, its challenge is balancing a consistent brand identity with locally relevant experiences. The takeaway for marketers is that growth comes not just from reaching more customers, but from understanding why they buy.
Discussion Questions and Activities
- How does Dutch Bros differentiate itself from competitors beyond the drinks it sells?
- How might a walk-up-only location change consumer behavior compared with a drive-through?
- Which aspects of Dutch Bros’ brand identity might influence consumer perception and loyalty?
- What different motivations might lead students to purchase the same Dutch Bros drink?
- How can a company adapt its marketing to different customer segments without weakening its overall brand identity?
- Design a Dutch Bros Customer Journey. In small groups, map the customer journey for three segments: a commuter, a university student on foot, and a customer ordering through a mobile app. Identify each segment’s needs, potential frustrations, and opportunities for improving the experience.
- Build a Motivation-Based Campaign. Check out the Dutch Bros drink menu and choose one drink. In small teams, create three short advertisements, each emphasizing a different motivation: convenience, personal enjoyment, or social connection. Present the advertisements and explain how each appeals to a different consumer mindset.
- Investigate a Local Market. Visit Dutch Bros’ official website and Google Maps to investigate its locations and customer-facing offerings in a city of your choice. Compare two locations or potential markets, then propose one marketing adaptation based on accessibility, customer needs, or purchasing occasions. Using the information you find, what evidence suggests that customer context could influence how Dutch Bros should market itself in your selected locations? Distinguish observable evidence from your own assumptions.
References
Broughton, Kristin. (2 Oct 2026), Fast-growing Dutch Bros Coffee, known for drive-throughs, wants to cater to walkers, The Wall Street Journal.
Lindenberg, Sylvio, (30 Sep 2026), Global growth starts with understanding why people buy—market by market, Ad Age.
Siew, Walden. (2 Oct 2026), Dutch Bros CFO on keeping a ‘scrappy’ mindset while building a national brand, The Wall Street Journal.
