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Dutch Bros Stock Surges on Gen Z Appeal, Outperforms Starbucks in Same-Store Sales
Dutch Bros Stock Surges on Gen Z Appeal, Outperforms Starbucks in Same-Store Sales
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Dutch Bros (BROS) has surged nearly 90% since 2023, rebounding from a post-IPO slump in 2021. The coffee chain's strategic focus on Gen Z consumers—67% female and 77% under age 36—fuels its growth trajectory. Competitive pricing and youth-oriented offerings like Cotton Candy and Bubblegum Rebel beverages drive loyalty.
Same-store sales grew 4.7% year-over-year in Q1, marking nine consecutive quarters of positive comps. This contrasts sharply with Starbucks' six-quarter decline, including a 2% drop in North America. Dutch Bros achieves this with just 1,000 locations across 18 states, demonstrating outsized market share gains against the coffee giant's global footprint.
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