Starbucks turned a simple cup of coffee into a global empire -- a business built on habit, consistency, and scale. But the next great coffee story may look very different.
Enter Dutch Bros (BROS +1.59%), the fast-growing, drive-thru-focused chain from Oregon that's quickly building a loyal following across the U.S. With more than 1,000 shops and plans to reach many more thousands over time, the company's growth story has investors asking a big question:
Can Dutch Bros follow Starbucks' steady compounding path -- or is it more likely to hit the same growing pains that tripped up Shake Shack?
Image source: Getty Images.
Two different playbooks
Starbucks built its brand around what founder Howard Schultz called "the third place" -- a warm, social café between home and work. Dutch Bros flipped that idea on its head. Nearly all its shops are drive-thru only, designed for convenience, speed, and connection through cheerful "broistas."
That model gives Dutch Bros a different cost and growth profile. A typical shop costs about $1.7 million to build, likely much cheaper than opening a full Starbucks café, and can pay back within two years. The trade-off is a smaller average unit volume, but faster store-level returns and a nimble expansion model that fits suburban and small-town America.
Culturally, Dutch Bros also plays in a different lane. About 80% of sales come from cold and energy drinks, not hot coffee. Its focus on personalization and upbeat service has turned it into a lifestyle brand for younger consumers -- a demographic Starbucks once dominated but now competes harder to retain.
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Key Data Points
Where Dutch Bros could follow the Starbucks playbook
The bullish case is straightforward: Dutch Bros still has a huge runway ahead. With 1,043 stores today and a target of 7,000 nationwide, the company's footprint remains heavily concentrated in the western U.S., leaving ample room for expansion eastward.
Same-store sales are growing in the mid-single digits in 2025, a continuation from its 2024 performance. At the same time, shop-level margins near 30% and a consistent profitability since 2024 suggest Dutch Bros is learning to scale efficiently.
That combination -- expanding stores and improving unit economics -- is what turned Starbucks into a compounding machine. If Dutch Bros can maintain its distinctive culture, control costs, and replicate success across markets, it could follow a similar trajectory, albeit on a smaller scale.
There's also upside optionality: The company could one day extend its brand into ready-to-drink products or retail energy beverages, opening new revenue streams beyond the drive-thru.
Where it risks becoming the next Shake Shack
But there's a cautionary side. Shake Shack's early story also dazzled investors -- rapid expansion, a beloved brand, and premium positioning -- before growth exposed cracks in consistency and returns.
Dutch Bros faces similar scaling pressure. Its culture is its moat, but it's also hard to preserve when store count doubles every few years. New regions mean new labor pools and potential dilution of what makes the experience special. Small cracks in service or quality could chip away at the loyalty that drives repeat visits.
Then there's the financial side. Dutch Bros' model is capital-intensive, and while it generates strong shop-level returns, margins remain tight. A 10% increase in labor or ingredient costs could erase much of its 9% net margin. Expanding into new territories also means operating without existing supply chains or brand familiarity, which can raise costs in the short term.
Finally, its heavy reliance on discretionary cold drinks -- rather than habitual morning coffee -- could make revenue more cyclical. In a downturn, consumers might skip energy drinks before giving up their daily caffeine fix.
The path ahead
Dutch Bros likely sits somewhere between Starbucks' long-term compounding story and Shake Shack's post-hype plateau. Like Starbucks, it has a powerful brand and a long runway. Like Shake Shack, it faces the challenges of turning cultural energy into a durable operating scale.
For long-term investors, the opportunity lies in how the next chapter is written. The company's culture gives it an authentic edge -- but the ability to translate that culture into systems, margins, and cash flow will determine whether it becomes a true long-term growth stock.
What does it mean for investors?
Starbucks built an empire through consistency and operating leverage. Shake Shack taught investors how easily that balance can break. Dutch Bros is still writing its story -- and it has the rare chance to learn from both.
Investors should watch three key metrics:
- Same-store sales: a pulse check on culture and demand.
- Shop-level margins: proof of economic durability.
- Sustainable profits: the difference between growth and growth that compounds.
If those trends stay strong, Dutch Bros could be the next Starbucks -- not the next Shake Shack. But until then, it remains a high-energy growth story that demands both patience and scrutiny.
