Coffee QSR Dutch Bros Coffee continues to focus on “refinement, endurance and strategic precision” as it strives to operate 2,000 locations by 2029, research firm Placer.ai said in its latest look into how the chain is performing.
Placer.ai’s research found that between January and October 2025, Dutch Bros experienced 13.1% growth in total visits year over year, with visits per location holding steady at 0.2%.
Regionally, however, the numbers vary. In the El Centro, California region, Dutch Bros saw a year-over-year increase of 24% in average visits per location between January and October 2025, while locations in Salt Lake City, Utah, only saw an increase of 0.9% year over year.
“This stability suggests that while new units continue to perform, many established markets are reaching maturity—a hallmark of a seasoned brand transitioning from rapid expansion to optimization,” Placer.ai wrote.
For example, older markets such as the Pacific Northwest have reached their peak, Placer.ai said: Dutch Bros locations in Lexington, Kentucky saw an increase of 11.8% in average visits per venue from January to October 2025, while in Eugene, Oregon, the chain saw a decrease of 2.4% in average visits year over year.
“Dutch Bros is no longer just sprinting to open new stores; it’s managing endurance and refining its playbook, optimizing store placement, leveraging data analytics and deepening engagement through its digital rewards program. This maturity mirrors what Starbucks went through two decades ago: fewer easy wins, but a much higher floor for long-term performance,” Placer.ai wrote.