High-growth drive-thru coffee chain Dutch Bros Coffee has announced a strategic menu expansion focused on "morning comfort" profiles. Starting 5 January, the company is rolling out three new limited-time offerings designed to replicate classic breakfast flavours in beverage format.
The launch is available across all 1,081 locations in 24 states, positioning the brand to capture increased share of the morning daypart through flavour innovation that extends beyond standard coffee profiles.
Menu Architecture and Flavour Profiles
The new lineup features three distinct beverages, each engineered to evoke a specific bakery or breakfast staple. Notably, the chain is emphasising customisability, offering these flavours across multiple bases including cold brew, energy drinks, and protein-fortified lattes.
The New Lineup:
🍁🧇 Maple Waffle Latte: A complex blend of salted caramel, cinnamon, and white chocolate, finished with the brand's signature Soft Top®, caramel drizzle, and raw sugar sprinkles.
Formats: Iced latte, iced protein latte, Freeze, or iced chai.
🍌🍞 Banana Bread Mocha: Designed to mimic the baked good, this beverage combines banana and hazelnut syrups with chocolate, capped with a layer of Soft Top®.
Formats: Iced mocha, mocha Freeze, or mocha cold brew.
🍓🍌 Smooth Strawberry Rebel: A functional option blending strawberry and banana flavours with the proprietary Dutch Bros Rebel® energy drink and sweet cream.
Formats: Blended or iced Rebel, or as a caffeine-free lemonade.
Tana Davila, Chief Marketing Officer at Dutch Bros, commented on the thematic direction of the launch:
"Dutch Bros is all about positive vibes and feel good energy, so crafting drinks that make customers feel like they're sipping on the sunny side was a seamless connection. Each drink offers a beloved breakfast flavour that we hope starts everyone's day on the bright side!"
The "sunny side" campaign launches on 5 January and runs while supplies last. The move comes as Dutch Bros continues its aggressive physical expansion, having surpassed the 1,000-store milestone as it scales its "fun-loving" drive-thru model across the United States.
Dutch Bros Debuts Breakfast-Inspired Beverage Trio
News
January 5, 2026
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