Dutch Bros operates drive-thru beverage shops across 25 states in the U.S., with 1,136 total locations as of December 31, 2025 — 811 company-operated and 325 franchise. The core product is a wide menu of customizable, hand-crafted beverages, including espresso-based drinks (~50% of sales), its proprietary Rebel energy drink (~25%), and teas, lemonades, smoothies, and sodas (~25%). Dutch Bros sources and roasts its own coffee and manufactures Rebel via a co-bottling arrangement. Shops are purpose-built drive-thru formats with small footprints (~800-1,200 sq. ft.) and no interior seating; the vast majority (~85%) of transactions occur at drive-thru windows. Dutch Bros makes money primarily by operating its own shops and, secondarily, collecting royalties from franchisees. Growth is driven by new shop openings (targeting mid-teens annual growth), same-shop sales gains, and margin improvement. Dutch Bros is actively expanding eastward and has a stated goal of reaching 2,029 shops by 2029. Beyond shop expansion, Dutch Bros is rolling out a limited hot food menu (now in over 300 shops) to drive beverage attach, and in 2026 launched a CPG line — creamers, coffee pods, and ready-to-drink products — in retail outlets, which Dutch Bros views as both a revenue stream and a brand awareness vehicle. The Dutch Rewards loyalty app accounts for ~72% of transactions and is a key marketing channel.