Dutch Bros Coffee has seen “impressive foot traffic growth over the past few years,” said research firm Placer.ai in a recent report that looked into what is fueling the coffee chain’s growth.

Dutch Bros saw visits for the full year up 15.8% compared to 2023, according to the report. “This momentum caps off several years of sustained growth [for] Dutch Bros which has expanded rapidly while maintaining consistent foot traffic increases. And though average visits per location at Dutch Bros were slightly down year over year in 2024, the visit gaps were relatively modest, indicating that the chain is succeeding in expanding with minimal cannibalization to its existing venues,” said Placer.ai.

Dutch Bros has reportedly now begun building out its food offering. The chain has traditionally had the strongest sales in the afternoon and evening, “bucking the usual trends for caffeine-focused brands.” Dutch Bros has focused on attracting more morning visitors, both by expanding its mobile ordering capabilities and by testing a new food menu in select locations, said the research firm.

The data suggests that “the company’s focus on the morning daypart may amplify changes in Dutch Bros consumer behavior that are already underway.” Between January 2024 and January 2025, the report found that the share of visits during morning hours saw a “small but meaningful” uptick. The share of visits during the 6:00 a.m. to 11:00 a.m. daypart grew from 28.4% to 29.5% of daily visits, while the share of evening visits (4:00 p.m. to 9:00 p.m.) decreased. While the brand still maintains a strong presence later in the day, this shift could be a sign that Dutch Bros is “successfully nudging consumers toward earlier-day coffee runs.”

Earlier this month, Dutch Bros Coffee opened its 1000th location in Orlando, Florida.