Dutch Bros. Enters Breakfast War With a Strategic Menu Twist

Dutch Bros. has been building its coffee empire one drive-thru at a time, but now it’s setting its sights beyond the cup. With a slow and strategic rollout, the chain is quietly testing a hot breakfast menu, and if the early results hold, Starbucks and Dunkin’ may soon have another serious food rival on their hands.

While Dutch Bros. has always been known for its drinks, from iced coffee to energy-infused lemonades, it’s never fully entered the food lane. Until now, according to Nation's Restaurant News. CEO Christine Barone revealed during a recent earnings call that a limited food test, launched in late 2024, has been so successful that it’s expanding to more locations throughout 2025.

“We are thrilled with the success of our limited food test launched late last year,” Barone said, noting the test includes sliders with eggs and cheese, a chorizo wrap, and a maple waffle. As of now, these hot breakfast items are available in 32 locations, which is up from just eight earlier this year.

It’s a calculated move. Food currently accounts for less than 2% of Dutch Bros.' sales, but the brand's food options are limited. However, by offering a targeted breakfast menu and integrating it with its Order Ahead system, the company hopes to drive traffic during morning hours and increase customer frequency without overburdening its baristas.

“Our goals are clear: maintain high job satisfaction, minimize complexity, and support throughput efficiency,” Barone said.

The company, which recently opened its 1,000th location, is playing the long game. Dutch Bros. plans to expand its food pilot throughout 2026, using data from the rollout to inform a broader strategy. 

If successful, this new breakfast menu could mark a major shift from beverage-only to breakfast competitor, positioning Dutch Bros. as a full-service threat in the daily coffee-and-breakfast wars.

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