Destroyer. Double Torture. Golden Eagle.
These aren’t the names of professional wrestlers. These are classic drinks on the menu at Dutch Bros Coffee, a beverage brand with a cult following that recently expanded to San Diego.
The Oregon-based company planted its flag in San Diego overdue last year and has offices in Oceanside and Escondido.
It’s not a place for coffee purists looking for roasted beans served straight from the box. And it may seem like just another chain serving sweet coffees, colored teas, and mighty energy drinks at the drive-thru. But the brand’s fans — who tend to be teens and juvenile women — have welcomed the stores with ravenous enthusiasm.
“Our foray into San Diego has exceeded all of our expectations, many times over,” said Aaron Harris, Dutch Bros. CEO, who led the San Diego expansion.
Oceanside is the No. 1 store out of 835 Dutch Bros. locations in 11 states, Harris said. Dutch Bros. declined to provide sales figures for the Oceanside store, but Harris said they are dealing with the “good problems” of long lines and overwhelming customer demand.
Because the stores are centered around a drive-thru and walk-up window — with no interior space or seating — Harris joked that Dutch Bros.’ ideal customer is a teenage “girl with an Instagram account on the day she gets her driver’s license and comes into the store.” He explained that in addition to its younger, digital customer base, Dutch Bros. is a dog-friendly store that offers treats for puppies.
Generally, Dutch Bros. does well in markets with plenty of sun, such as San Diego, because about 70 percent of its drinks are served over ice, Harris said. He also attributes the success of the Oceanside store to its proximity to the freeway and Camp Pendleton.
Two more stores are set to open in Vista and Escondido in the first half of next year. Harris said a location in Chula Vista is also in the works, with a goal of opening two more by 2025.
It’s not about putting a “Dutch Bros drive-thru” on every corner, he said, but about finding neighborhoods where he can be part of the community. For example, a sign at the Oceanside store announced that $1 from every drink sold on Dec. 8 was donated to NAMI San Diego, a local advocacy group for people with mental illness.
Dutch Bros. does not franchise its newest stores, instead hiring employees who have been with the company for a minimum number of years to manage them. Sidney Krall, who manages the Oceanside location has been with Dutch Bros. for 13 years.
She added that the store already has a lot of regular customers, and that the most popular drinks include the Cocomo, Golden Eagle and a seasonal holiday drink called Hazelnut Truffle Mocha.
Classic coffeehouse treats like mochas are topped with a whipped cream topping and chocolate drizzle. There are sweet Dutch Frost cotton candy and snickerdoodle shakes. There are also teas like Double Rainbro—in strawberry, peach, and coconut flavors—and Dutch Bros Rebel energy drinks, with names like Shark Attack and Aftershock, which are neon shades of different flavored syrups in a cup.
The drinks come in three standard sizes (plus kid-sized cups), and prices vary based on the type of drink, such as sizzling, iced or blended. For example, an iced vanilla chai costs about $5 to $8.
On a recent Wednesday afternoon, the Oceanside store had a steady stream of customers at its two-lane drive-thru and walk-up window. And it was noticeably busier than the drive-thru line at the Starbucks across the street.
June Cabral was really excited when the Oceanside location opened, as her family often visited Dutch Bros. in Northern California. Now that her husband is stationed at Camp Pendleton, she said they come at least once a week for a Dutch Bros. treat.
“They are quick — and that’s the most vital thing for us — getting in and out — they are affable and very helpful,” Cabral said.
Cabral enjoys coffee drinks, while her 13-year-old son, Evan, likes to experiment with different caramel and chocolate iced coffees. In addition to the fun flavors, Cabral noted that Dutch Bros. has become a gathering place for juvenile fans.
“It’s like their little hangout,” Cabral said. “I think when we were growing up … Starbucks was the thing, and now I think Dutch Bros. is like their modern Starbucks.”
