Why Gen Z Loves Dutch Bros More Than Starbucks in 2025

In 2025, the ritual of grabbing a cup of coffee has become a full-blown cultural experience, especially for Gen Z, making it not just a drink but also a statement.

For this generation, it’s all about the vibes, customization, and brands that align with their values, so don’t overlook quiet cafés and basic brews.

While Starbucks and Dunkin’s still dominate street corners, Dutch Bros. has figured out what young consumers truly care about.

Gen Z and Coffee: From Habit to Lifestyle

Coffee isn’t just a caffeine fix for Gen Z — it’s a form of self-expression. Dutch Bros has tapped into that mindset better than most, blending bold flavors, upbeat culture, and social-media energy.

In 2024, its Gen Z customer base jumped 22% year over year, driven largely by TikTok buzz, with over 1.2 billion views under the #DutchBros hashtag.

A major reason for that loyalty is the vibe. Around 73% of Gen Z say they prefer brands that feel authentic and fun, and Dutch Bros has built its identity around exactly that. From friendly broistas to customizable drinks, every cup feels personal.

Price also plays a role — Dutch Bros’ average drink costs $4–$5, noticeably lower than Starbucks’ $6–$8 range. That affordability, paired with energy-infused marketing, keeps younger coffee drinkers coming back for more.

The Dutch Bros Drive-Thru Effect

Dutch Bros transformed the drive-thru into a cultural moment. It’s not just about caffeine—it’s about connection. Broistas greet customers by name, share quick jokes, and hand over drinks that match the vibe, not just the order.

The experience runs on speed and personality. Most orders are completed in under three minutes, powered by 800+ locations nationwide. Where other chains rely on apps, Dutch Bros wins through energy, music, and genuine interaction.

TikTok, Trends, and the Dutch Bros Vibe

Dutch Bros built its brand where Gen Z lives—on TikTok. With 1.2 billion+ views under #DutchBros, the company turned user-generated content into a marketing engine. Instead of polished ads, everyday customers share vibrant drinks, barista banter, and spontaneous drive-thru moments.

Trends move fast, and Dutch Bros keeps up. Limited-edition cups, neon merch, and seasonal drinks like the Pumpkin Caramel Brûlée become instant viral moments. The brand’s upbeat tone and authentic interactions give it what many competitors lack, relatability.

The New Rules of Coffee Culture

Gone are the days when coffee was just about caffeine. For Gen Z, it’s a mix of:

• Personalization – Over 60% of Gen Z consumers prefer brands that let them tweak orders to their exact taste (National Coffee Association, 2025). Dutch Bros delivers with 50,000+ possible drink combinations.
• Experience – A survey by Morning Consult found that 73% of Gen Z would pick a brand with a fun, engaging atmosphere over a cheaper, generic option. Dutch Bros’ hype-worthy drive-thrus and barista banter nail this.
• Values – Sustainability, inclusivity, and community matter. Dutch Bros’ charity initiatives (like raising $12M+ for youth programs in 2024) resonate more than corporate loyalty points.

Why Dutch Bros? It’s Not Just the Coffee

While competitors focus on efficiency or premium pricing, Dutch Bros thrives by being the anti-chain chain:

• No corporate stiffness – Baristas remember names, crack jokes, and turn orders into mini-interactions.
• Rebel energy drinks for non-coffee drinkers – Because 1 in 3 Gen Zers opts for alternatives to traditional coffee (IBISWorld, 2025).
• Aesthetic appeal – Bright cups, seasonal flavors (think Pumpkin Caramel Brûlée), and merch that looks good on TikTok.

The result? Dutch Bros’ sales grew 22% year-over-year in 2024, while traditional chains plateaued. This isn’t luck—it’s a brand that gets Gen Z’s language, from social causes to Sugar-Free Shark Attack Rebels.

Check out the latest Dutch Bros offerings here.

The Shift in Gen Z’s Coffee Preferences

Gen Z isn’t sipping coffee like their parents did. For them, it’s less about a caffeine fix and more about:

✅ Customization – 72% want to tweak their order (NCA 2025)
✅ Instagrammable moments – Bright colors, layered drinks, merch-worthy cups
✅ Values alignment – Eco-friendly packaging, fair trade sourcing, and inclusive vibes
✅ Beyond coffee – Energy drinks, matcha, and sugar-free options dominate orders

Starbucks’ one-size-fits-all approach? Too corporate. Dutch Bros wins by making every order feel personal, because for Gen Z, coffee isn’t just a drink. It’s identity in a cup.

Why Dutch Bros Wins Over Gen Z

Dutch Bros doesn’t just sell coffee; it sells an experience tailor-made for Gen Z. Here’s how it dominates:

A. Unlimited Customization

• 50,000+ possible drink combos (vs. Starbucks’ ~1,000)
• Bases: Coffee, Rebel energy drinks, tea, lemonade, or frosts
• Flavors: From classic vanilla to wild seasonal twists
• Milk options: Oat, almond, coconut, and sugar-free syrups

B. The Unmatched Vibe

• Baristas trained to hype up customers (no robotic “next in line” energy)
• Drive-thrus with music, dancing, and genuine convos
• Feels like hanging with friends, not a transaction

C. Social Media Gold

• #DutchBros hashtag has 1.2B+ TikTok views
• User-generated content drives 40% of their marketing (no stuffy ads)
• Limited-edition cups and merch create FOMO

D. Affordable Indulgence

• Most drinks under 5 (vs.Starbucks’6+ premium options)
• Rewards program gives free drinks, not just discounts

Dutch Bros vs. Starbucks: The Ultimate Gen Z Showdown

When it comes to coffee loyalty, Gen Z isn’t playing favorites—they’re choosing what fits their lifestyle. Here’s how the two giants stack up:

Atmosphere & Brand Personality

• Dutch Bros: Feels like a hype friend group (loud music, energetic staff, neon colors)
• Starbucks: The reliable but predictable coworker (neutral tones, quiet workspaces)

Menu & Customization

Feature	Dutch Bros	Starbucks
Drink Bases	Coffee, Rebel energy, tea, lemonade, frost	Coffee, refreshers, tea
Customization	50K+ combos	~1K combos
Secret Menu	Encouraged (viral trends)	Unofficial (barista-dependent)
Price Range	3−3−6	4−4−8

Tech & Convenience

• Dutch Bros: Drive-thru focused (90% of sales), app rewards for free drinks
• Starbucks: Mobile order dominance, but rewards feel corporate (stars = discounts)

Gen Z Edge

Dutch Bros wins on:
✔️ Authenticity (no “corporate” vibe)
✔️ TikTok appeal (UGC > ads)
✔️ Price (more bang for your buck)

Starbucks still leads in:
📍 Global availability (Dutch Bros is growing but regional)
📱 App integration (mobile ordering is smoother)

Menu Hacks: The Dutch Bros Drinks Gen Z Can’t Resist

Dutch Bros cracked the code on viral drinks before TikTok made it cool. Here’s what’s fueling their cult following in 2025:

The Rebel Energy Revolution

• Strawberry Shortcake Rebel (TikTok’s most ordered drink Q1 2025)
• Electric Berry Frost (sugar-free energy drink with wild color layers)
  Why it works: 38% of Gen Z prefer energy drinks over coffee (Morning Consult)

Coffee Reinvented

• Golden Eagle Breve (caramel + vanilla = liquid dessert)
• Cookie Drizzle Cold Brew (with actual cookie pieces)
  Gen Z twist: 62% customize with oat milk & extra drizzle (Dutch Bros internal data)

Sugar-Free Secret Weapons

• White Zombie Sugar-Free (vanilla + chocolate macadamia)
• Kicker Lite (espresso + sugar-free hazelnut)
  Health hack: Searches for “sugar-free coffee” grew 210% with Gen Z (Google Trends)

Seasonal FOMO Machines

• Pumpkin Caramel Brûlée (fall 2024 wait times hit 25 mins)
• Candy Cane Cold Brew (December 2024’s most Instagrammed drink)

Drive-Thru Experience: Why Dutch Bros Feels Like a Party

In 2025, Dutch Bros redefined fast food interactions by making drive-thrus the destination. Here’s how they transformed a routine coffee run into a cultural phenomenon:

The 90-Second Happiness Formula

1. Energy Injection – Baristas greet you before you reach the menu board
2. Personalized Engagement – “What’s your vibe today?” replaces “What can I get you?”
3. Surprise Element – Random free drinks for customers who dance/sing (12% of all orders)

Gen Z-Approved Drive-Thru Science

• Speed: 57% faster order-to-delivery than competitors (QSR Magazine)
• Social Proof: #DutchBrosDriveThru has 380M+ TikTok views
• Sensory Marketing: Signature playlist (upbeat remixes) + signature “Dutch Luv” callouts

The Unwritten Rules

• Tipping Culture: 73% of Gen Z leaves tips (vs 41% at Starbucks) – digital tipping options start at $1
• Secret Handshakes: Regulars get personalized greetings (data-tied to license plate scans)
• Late-Night Appeal: 10 PM-2 AM = 28% of sales (study session/after-party crowd)

Merch & Community: How Dutch Bros Built a Cult Following

Dutch Bros doesn’t just sell coffee—it sells belonging. In 2025, their merch and community strategy turned casual customers into die-hard fans. Here’s the playbook:

Limited-Edition Drops That Break the Internet

• Sticker Culture: Free seasonal stickers with orders (collectors trade rare designs on Reddit)
• Viral Cup Designs: Neon tie-dye summer cups resold for $25+ on Depop
• Hoodie Hysteria: Annual “Dutch Luv” hoodie sells out in <3 hours (eBay markups: 300%)

The Loyalty Loop

• Dutch Rewards: Free drink after 6 purchases (no corporate points math)
• Birthday Freebies: 72% redemption rate (vs. Starbucks’ 34%)
• Secret Menu Access: Loyalty members get early tastings of new flavors

Community > Corporate

• Local Fundraisers: “Buck for Kids” raised $8.2M in 2024
• Barista Spotlights: TikTok-famous staff become micro-influencers (@DutchJake has 2.4M followers)
• Fan Clubs: Unofficial Dutch Bros student groups at 63% of US colleges

How Starbucks Lost Its Edge

Starbucks still dominates in size, but its cool factor has faded. For Gen Z, the brand feels predictable—quiet interiors, neutral tones, and scripted service don’t spark the same energy that Dutch Bros thrives on.

Customization once set Starbucks apart, yet its limited 1,000 drink combinations pale next to Dutch Bros’ 50,000+ options. Add higher prices—averaging $6–$8 per drink—and the appeal starts to fade.

Gen Z’s loyalty to Dutch Bros isn’t just about caffeine, it’s about connection. Whether you’re chasing flavor, freedom, or fun, Dutch Bros delivers all three.
👉 Check the latest Dutch Bros menu prices and taste what makes this brand the next-gen favorite.