Dutch Bros Inc., known for its drive-thru coffee stands, is shaking up its strategy by bolstering its corporate footprint in the Phoenix area, as confirmed on Jan. 17. The caffeine powerhouse, which calls Grants Pass, Oregon its home base, operates a support center in Scottsdale and is now looking to expand its influence in the Arizona market.
The company kicked off its Arizona operations with a small office space on East Thomas Road earlier this year, already home to some Dutch Bros' operations support team. According to a report by ABC15, the coffee chain is planning a significant growth spurt in Phoenix, which includes relocating 40% of its total support staff there by the beginning of 2025.
Christine Barone, the president and CEO of Dutch Bros, emphasizes the strategic significance of the Phoenix location, due to its strong market and the logistical advantages it offers for national expansion. As per a Business Journal interview, Barone explains, "There's some nice direct flights between Phoenix and our home in Oregon. We also can easily get to the East Coast and visit all of our shops [from Phoenix] and be there really quickly."
The exec, a Phoenix native, noted the plan to secure more office space to accommodate their projected growth in the area. The goal is to have everything wrapped up by the first quarter of 2025. In the meantime, the company's long-term vision involves sprouting 4,000 shops across the U.S., stretching from the West to the East Coast.
Dutch Bros has already established a robust presence in Arizona, with more than 2,000 employees across its stores in the state. The coffee chain's foray into the Valley kicked off in 2007, and it has been steaming ahead ever since with 51 locations now in metro Phoenix and 80 statewide.
Despite the desert move, Dutch Bros reaffirms its commitment to its Oregon roots. "Grants Pass is home and our connection here is a key part of Dutch Bros’ success," said Travis Boersma, co-founder and executive chairman of Dutch Bros. The company pledges to remain woven into the Grants Pass tapestry through its roasting facility, HQ offices, and local community engagement.
More details on Dutch Bros' expansion plans are slated for release during the company's fourth-quarter and full-year 2023 earnings call set to take place in mid-February.
