If you’re not convinced that Dutch Bros is a hot restaurant chain by the pure numbers—31% annual revenue growth, 8.3% same-store sales growth—or the long lines at its new drive-thru shops, then maybe this will convince you:
“In 2025, we received over 780,000 applications for just 19,000 shop roles,” CEO Christine Barone told analysts on Wednesday.
Do the math, and that’s a paltry 2.4% acceptance rate. To put that into perspective, the overall acceptance rate for Harvard University’s Class of 2029 was 4.2%. In other words, it’s tougher to get a job at Dutch Bros than it is to get into Harvard.
For Dutch Bros, this is not insignificant. The drive-thru beverage chain, which has quickly become the third-largest coffee chain in the U.S., has built its business on its culture.
Being choosy on its employees is part of that. “We’re a great place to work and grow,” said Barone, who is also the 2026 Restaurant Business Restaurant Leader of the Year. “We create a fun, high-energy environment for our broistas while also providing clear and compelling futures through internal growth and leadership development.”
Dutch Bros’ ability to attract strong workers feeds into its leadership pipeline. The company at this point largely grows through company-operated locations. And the people who run those locations are promoted from within.
The operator pipeline is already extensive. Dutch Bros has an operator pipeline of nearly 500 people waiting to be promoted to operate the chain’s new locations.
And the turnover among the company’s leadership is in the “low single digits,” which is miniscule for a restaurant industry that historically struggles with a revolving door among its workers.
That also enables the company to open new units with the same type of culture at its old locations. Dutch Bros’ new shop in Chicago, for instance, is on pace to generate $4 million in sales in its first year, double the amount of a traditional shop.
The chain’s leadership development efforts also fuel its expansion. Dutch Bros plans to have 2,029 shops open by 2029. It is developing markets where it can open new drive-thru shops. “We have no shortage of potential sites for new builds and have a healthy pipeline of attractive conversion opportunities,” Barone said.
Speaking of conversion opportunities, the company’s recent acquisition of Clutch Coffee Bar is apparently performing just fine. Dutch Bros acquired the 20-unit, North Carolina-based chain in January. The goal: To convert those Clutch shops into Dutch Bros locations.
The company converted seven such units in the first quarter. They are on pace to triple volumes as Dutch Bros locations than they did as Clutch units. “Lines are forming, communities are buzzing and our brand is showing up in a big way,” Barone said.
Speaking of which, Dutch Bros efforts to rebuild its sales in Texas accelerated last quarter.
The company opened its first location in Texas in 2021. But its shops in those states struggled initially due to brand awareness. Dutch Bros in recent years has boosted marketing in the state to build that awareness, which has helped sales more than recover.
In the first quarter, same-store sales in Texas were up nearly 20%. “We’ve really spent time building brand awareness in Texas,” Barone said. “It’s one of those markets where we actually see all different flavors of competition. I think Texas is a great example to see how we do within all those different circumstances.”
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.