Dutch Bros to aid growth with support center expansion

Dutch Bros is expanding operations at its Phoenix office.

The drive-thru coffee retailer anticipates shifting approximately 40% of its total support staff to its Phoenix office by Jan. 1, 2025. According to Dutch Bros, these roles will primarily be strategic in nature and those that support day-to-day operations, a portion of which are already based in Arizona. 

By expanding operations in Arizona, the company hopes to position its support center closer to markets where it is expanding. In a recent preliminary outlook, Dutch Bros said it expects to open at “at least” 150 to 165 locations systemwide in 2024. 

Dutch Bros opened 159 new outposts in 2023, of which 146 were company-operated. The company has set a long-term goal of 4,000 shops in the next 10-to-15 years.  

“Dutch Bros is a brand built on relationships, whether they’re at the window or among our teams,” said Christine Barone, CEO and president of Dutch Bros. “We appreciate the ability to bring more people together and look forward to harnessing what makes Dutch Bros so special by fostering even stronger connections with each other and our field crews.

“As we look toward our long-term objective of 4,000-plus shops, strengthening our existing operations in Arizona positions us to compete for the talent we need to accomplish this ambitious goal, Barone said. “In addition, Phoenix's proximity to the nation's 12th busiest airport provides significantly easier and faster access to our rapidly expanding set of markets across the U.S., increasing connectivity. The Phoenix market is also one of the strongest in our system.”

[Read more: Former True Food Kitchen, Starbucks exec named CEO of Dutch Bros]

Dutch Bros began as a pushcart in 1992, in Grants Pass, Ore., and as of Dec. 31, 2023, the Dutch Bros system has grown to 831 shops (542 company-operated and 289 franchised-operated) across 16 states. The company expects to maintain a significant presence in Grants Pass, including its roasting facility and several support operations.

“Grants Pass is home and our connection here is a key part of Dutch Bros’ success,” said Travis Boersma, co-founder and executive chairman. “Dutch Bros will continue to be connected to the community in a meaningful way through our roasting facility, headquarters offices, the shops that operate in the area, and our local givebacks.”