Why Students Love Dutch Bros
Dutch Bros Coffee hooks college students with its vibrant vibe and wallet-friendly drinks. Since 1992, it’s grown to 911 locations, earning $1.7B in 2024.
Why is Dutch Bros so popular with college students? Affordable $5.50 drinks, quick drive-thrus, and broista energy make it a campus must. See why students can’t get enough!
📊 Why Students Love Dutch Bros
🎯 Student Perks Breakdown
- Free drink after ~5 purchases
- Secret menu & boba options
- 2.3M+ TikTok views in 2024
- $5,250 yearly tuition aid
- 4.0/5 work-life balance
- $2.5M to charities in 2023
The Dutch Bros Experience:
A Social and Cultural Hub: Vibrant Atmosphere & Broista Culture
Loud music, neon drive-thrus, and upbeat broistas create a fun, personal vibe.
In 2024, 65% of customers cited friendly service as a loyalty driver (Technomic).
Free stickers and good vibes make every visit memorable.
Social Media Appeal
With 2.3M hashtag views in 2024, #DutchBros thrives on TikTok and Instagram.
Colorful drinks and secret menu items like the Vampire Slayer fuel Gen Z’s social sharing.
Community Engagement
The Dutch Bros Foundation raised $2.5M in 2023, supporting causes like “Drink One for Dane.”
Campus fundraisers build loyalty, especially in college towns.
78% of Gen Z students prefer brands with strong community ties (YouGov, 2024).
Affordable Drinks and Rewards Program
Student-friendly pricing and perks that make every coffee run worth it.
Competitive Pricing
Medium drinks average $5.50—cheaper than Starbucks ($6.75) or Dunkin’ ($6.20).
Budget picks like the $4 small Rebel are perfect for quick energy boosts.
72% of students in a 2024 Technomic survey named Dutch Bros a top value choice.
Dutch Rewards Program
Earn a free medium drink with just 250 points (about 5 visits).
65% of Q4 2023 sales came from rewards members, driven by student loyalty.
Specials like double points on “Dutch Luv” days make it easy to save.
Comparison with Competitors
Dutch Bros’ rewards are simpler than Starbucks’ 400-star system and more customizable than Dunkin’s.
With a $1.973M average unit volume, it beats both Starbucks and Dunkin’—proof students value the price and perks.
Quick Comparison Table
| Feature | Dutch Bros | Starbucks | Dunkin’ |
|---|---|---|---|
| Medium Drink Price | $5.50 (e.g., Golden Eagle) | $6.75 (e.g., Macchiato) | $6.20 (e.g., Latte) |
| Rewards Points Needed | 250 = free medium drink | 400 = free drink | 500 = free drink |
| Student Appeal | High (value + vibe) | Moderate (pricey, complex) | Moderate (less personalized) |
Customizable Drinks and Menu Variety
Dutch Bros keeps college students hooked with a flexible, flavor-packed menu designed to match any mood or schedule.
Diverse Menu Offerings
With 30+ base drinks—coffee, Rebels, smoothies, teas, and lemonades—there’s something for every craving.
Top picks include the Golden Eagle ($5.50 medium) and Shark Attack Rebel ($4 small).
The “secret menu” adds playful options like the Vampire Slayer, a student favorite in 2024.
Customization Options
Students personalize drinks with milk swaps, sweetness tweaks, or extras like boba and Soft Top.
A low-sugar iced coffee with an espresso shot? Perfect for 8 a.m. lectures.
In 2024, 80% of Dutch Bros drinks were customized, showing Gen Z’s taste for tailored orders.
Seasonal and Trendy Drinks
Fall specials like the Caramel Pumpkin Brûlée Breve ($5.75) ride the seasonal wave—loved by 68% of students per YouGov.
New boba drinks (since 2023) tap into the bubble tea craze.
Monthly limited-time drinks keep the menu fresh and Insta-worthy.
Drink Highlights Table
| Drink Category | Popular Example | Price (Medium) | Customization Options |
|---|---|---|---|
| Coffee | Golden Eagle (vanilla-caramel) | $5.50 | Milk type, sweetness, extra shots |
| Rebel Energy Drink | Shark Attack (blue raspberry) | $5.25 | Sugar level, boba, flavor blends |
| Smoothie/Tea | Mango Smoothie | $5.00 | Add-ins (boba, whipped cream) |
| Seasonal | Caramel Pumpkin Brûlée Breve | $5.75 | Foam, sweetness, milk type |
Drive-Thru Convenience and Time Efficiency
For busy college students, Dutch Bros’ drive-thru model delivers fast, convenient coffee that fits packed schedules.
Fast Drive-Thru Model:
- With 80% of its 911 locations drive-thru-only, Dutch Bros averages under 15-minute wait times—even during rush hours.
- Drinks like a $5.50 medium Caramelizer are quick grab-and-go options between classes or late-night study sessions.
- Ranked top 5 for drive-thru speed by Nation’s Restaurant News in 2024.
Mobile Ordering:
- The 2024 Dutch Bros app slashes wait times by 30% with mobile order and pay.
- Students pre-order Rebels and skip the line—ideal for tight routines.
- Over 40% of Q4 2024 orders came via the app, a hit with Gen Z.
Comparison with Competitors:
- Starbucks averages 20-minute peak wait times, slowing students down.
- Dunkin’ matches drive-thru speed but lacks Dutch Bros’ personal touch.
- Dutch Bros’ $1.973M average unit volume beats Dunkin’s $1.2M, showing stronger student pull.
Employment Opportunities for College Students
Dutch Bros Coffee gives college students flexible hours, a fun work culture, and real chances to grow, making it a go-to gig for campus life.
- Flexible Scheduling
- Shifts align with class schedules, ideal for students.
- Many broistas work early mornings or late nights, balancing academics.
- 80% of Dutch Bros employees are students, per 2024 Indeed data.
- Flexibility supports school-life balance.
- Positive Work Culture
- Broistas thrive in an upbeat, team-focused environment.
- After one year, employees get up to $5,250 annually for tuition, boosting retention.
- Paid volunteer hours (16 per year) align with students’ values.
- Free drinks and discounts add fun perks, per employee reviews.
- Comparison with Competitors
- Starbucks offers benefits but often has less flexible schedules, per 2024 Indeed reviews.
- Dunkin’ provides similar pay but fewer growth paths compared to Dutch Bros’ leadership roles.
- Dutch Bros’ 4.0/5 work-life balance rating on Indeed beats Starbucks’ 3.7/5.
- Students pick Dutch Bros for its supportive vibe and career potential.
| Feature | Dutch Bros | Starbucks | Dunkin’ |
|---|---|---|---|
| Min. Age | 16 | 16 | 16 |
| Tuition Support | $5,250/year after 1 year | Tuition via ASU partnership | None |
| Work-Life Balance | 4.0/5 (Indeed, 2024) | 3.7/5 (Indeed, 2024) | 3.5/5 (Indeed, 2024) |
Competitive Landscape: How Dutch Bros Stands Out
Dutch Bros wins over college students by combining low prices, a laid-back vibe, and drive-thru speed that outperforms pricier, slower competitors like Starbucks.
- Key Competitors:
- Starbucks: Global leader with 38,000+ locations, but pricier drinks ($6.75 medium latte) and slower service.
- Dunkin’: Affordable ($6.20 medium latte), but less focus on customization or Gen Z appeal.
- 7 Brew Coffee: Drive-thru model like Dutch Bros, but only 200 locations limit its reach (2024 data).
- Peet’s Coffee: Premium quality, yet lacks the trendy, youthful energy students crave.
- Dutch Bros’ Competitive Advantages:
- Drive-thru focus ensures 15-minute average waits, beating Starbucks’ 20 minutes (2024 QSR study).
- Customization (e.g., boba, sweetness levels) draws 80% of orders as personalized (Business Insider, 2024).
- $1.973M average unit volume in 2024 tops Starbucks’ $1.955M, showing strong student demand.
- Friendly broistas and vibrant branding create a Gen Z-friendly vibe competitors can’t replicate.
- Addressing Competitor Weaknesses:
- Starbucks’ complex menus and higher prices alienate budget-conscious students.
- Dunkin’ offers value but lacks Dutch Bros’ social media buzz and secret menu allure.
- 7 Brew matches the drive-thru model but trails in scale and community engagement ($2.5M raised by Dutch Bros Foundation in 2023).
- Peet’s focuses on coffee purists, missing the playful, trendy edge students love.
| Feature | Dutch Bros | Starbucks | Dunkin’ | 7 Brew |
|---|---|---|---|---|
| Locations (2024) | 911 | 38,000+ | 9,600 | 200 |
| Avg. Drink Price | $5.50 (medium) | $6.75 (medium) | $6.20 (medium) | $5.75 (medium) |
| Drive-Thru Focus | Yes (80% of stores) | Partial (40% of stores) | Yes (60% of stores) | Yes (100% of stores) |
| Gen Z Appeal | High (social media, customization) | Moderate (pricey, less trendy) | Moderate (less personalized) | High (but smaller scale) |
Actionable Tips for College Students
Dutch Bros Coffee is a campus essential, use these tips to sip smarter, save more, and get the most out of every visit.
- Top Drinks to Try
- Golden Eagle ($5.50 medium): Vanilla-caramel breve, perfect for a sweet study boost.
- Shark Attack Rebel ($4 small): Blue raspberry-pomegranate energy drink for late-night vibes.
- Customize with oat milk or low sugar for dietary needs, per 2024 menu options.
- Check Cozymeal’s 2024 rankings for trending picks like the Vampire Slayer.
- Maximizing Rewards
- Download the Dutch Bros app to join Dutch Rewards; earn 250 points for a free medium drink (about 5 purchases).
- Double-point events, like “Dutch Luv,” save cash faster, per 2024 promos.
- 65% of Q4 2024 transactions used rewards, showing student love (Dutch Bros investor report).
- Redeem points for budget-friendly treats during exam season.
- Applying for a Job
- Visit DutchBros.com/careers to apply; highlight your class schedule for flexible shifts.
- Emphasize enthusiasm; 80% of broistas are students, per 2024 Indeed data.
- Tuition assistance ($5,250/year after 12 months) supports academic goals.
- Free drinks and a 4.0/5 work-life balance rating make it a student win (Indeed, 2024).
