Dutch Bros Coffee opens first Texas location
Dutch Bros Coffee, the largest privately held drive-thru coffee company in the United States, opened its first location in College Station, Texas last month.
“We’re so excited to expand into Texas and what’s really cool is customers are just as stoked as we are,” said Aaron Harris, vice president of development at Dutch Bros Coffee. “In College Station, we had people camping out the night before! We can’t believe the welcome we’ve received so far.”
The Dutch Bros expansion into Texas is important for the brand as it moves into 10 states with more than 440 locations. Dutch Bros’ drive-thru focus, suburban locations, unique company culture and connection to its customers has been key to its success.
This year, in Texas alone, Dutch Bros is planning to open approximately:
- 11 locations in the Dallas Fort Worth area,
- Seven locations in and around Austin,
- Five near Houston,
- Three in Central Texas.
Dutch Bros projects to have around 100 locations throughout Texas by 2023.
On its opening day in January, the College Station store, located at 12065 Wellborn Road, served 1,869 cars (about 104 cars an hour and 1.7 cars a minute). The most popular drink was its Iced Golden Eagle, an iced vanilla and caramel breve with caramel drizzle. Dutch Bros’ breve style beverages are espresso-based and made like a cappuccino, but with steamed half-and-half instead of milk.
As of January, Dutch Bros operated 443 stores in ten states including 192 company-owned locations and 251 franchised locations.
In 2021, the Grants Pass, Oregon-based company expects to open 92 new locations (75 company owned, 17 from current franchisees) and expand into Oklahoma, its eleventh state.