Dutch Bros coffee is coming to the grocery aisle soon
CEO Christine Barone announced during the dutch brother menu investor conference that the company will start its CPG product line in 2026
Dutch Bros Coffee enters the consumer packaged goods sector for the first time through its announcement made by CEO Christine Barone at the 2025 Investor Day. Beginning in 2024 Dutch Bros Coffee will launch its shop signature flavors through ground coffee and K-cup varieties which will be available in standard retail stores and club-style outlets.
Barone expressed intense excitement about this opportunity because it enables Dutch Bros Coffee to serve more beverage occasions for their customers. A Dutch Bros CPG product line will raise brand visibility across new markets through its ability to introduce the brand to potential customers who have not experienced it yet. Our distribution method enables customers to discover our brand through our shops and exceptional broistas before they purchase our CPG products to mirror that experience in their home environment. The products will be developed through a partnership between Dutch Bro’s and Trilliant Food & Nutrition, LLC which operates as a coffee manufacturer.
The CPG channel will enable Dutch Bros to showcase its philanthropic mission because it dedicates proceeds from all CPG sales to support the communities and charitable causes served by the company.
The foodservice industry now considers CPG to be one of the most sought-after channels for brand expansion. The supermarket expansion trend has captured both Dunkin’ and Starbucks as well as several other brands who have entered the market. The store-based distribution of sauces by Chick-fil-A and Subway exists while Buffalo Wild Wings and Olive Garden distribute bottled dressings and sauces to consumers. The executive team at dutch bos announced CPG as well as plans for future company progress including brand expansion and enhanced mobile ordering capabilities in addition to faster service.
The main objective behind mobile order development at Dutch Bros involves enhancing morning convenience according to Dutch Bros CMO Tana Davila. The mobile order platform continues to expand its reach while attracting customers to repeat their orders. The mobile order channel shows 10% penetration currently while it reached 7% at the end of Q3 with mobile order users consistently using this method.
The Dutch Bros management team plans to launch food items during 2026 according to earlier announcements.
Davila established minimum complex program requirements to enhance success chances through two key operational measures that include maintaining program simplicity and preserving speed of service. The achievement of our goal requires the minimal number of SKUs to succeed. We will not attempt to satisfy every customer demographic. Speed of service requires us to avoid any limitations in our operations. Our menu at present contains less than 2% of food offerings. The industry shows that most competitors operate with food making up twenty-five percent of their menu. Our food mix will not reach the current levels but we aim to use a specific selection to meet consumer needs and boost product consumption.