• by Doug Parks , February 27, 2026

Coffee has long held a special place in the hearts of spirited teens and young adults. In the memories of my angsty youth, it was best enjoyed while brooding over battered copies of Salinger, or driving around town with friends, feeling a little more grown up.

But if I paint a bleak picture of my Millennial roots, let me contrast it with the image of a brand that is crushing it with today’s youthful generation: Gen Z.

Vibrant, saturated colors in red, yellow, and blue. Seasonal flavors like pink velvet and banana bread mocha. An app that greets you with a cheery salutation and positive affirmations.

I’m talking, of course, about Dutch Bros.

And here’s what’s fascinating - almost every QSR brand out there has on their OGSM or OKRs to “age down and grow the next generation of guest.”

Dutch Bros, however, is in the unique position of boasting a young audience as their core customer. They’ve threaded the needle on tapping into Gen Z culture and tastes across their menu, marketing partnerships, and creative.

How? What’s the secret to their success?

This week, we sat down with Debbie Beisswanger, SVP of Brand Marketing at Dutch Bros, to find out. Listen to the full episode here and don’t miss Debbie’s keynote at our Planning & Buying Insider Summit in Scottsdale next month.