Joel Libava
Dutch Bros Coffee® is making a calculated seasonal play. The drive-thru coffee franchise rolled out its 2025 holiday menu on November 1 across all 1,050+ locations. This is seasonal franchise strategy in action.
The menu features four seasonal beverages. Two are returning favorites. Two are brand new offerings. The Hazelnut Truffle Mocha and Candy Cane Mocha come back by popular demand. The Mistletoe Rebel and Holiday Cookie Freeze make their debut.
New Product Development Matters to Dutch Bros Coffee
The Mistletoe Rebel combines raspberry and pomegranate with Dutch Bros’ proprietary Rebel energy drink. It comes with a green glitter glaze. Customers can order it blended, iced, or as a lemonade.
The Holiday Cookie Freeze mixes sweet cream and vanilla with sprinkles. It’s topped with the brand’s signature Soft Top and more sprinkles. Franchisees can serve it as a freeze, shake, or iced latte.
Understanding the Model
Here’s what makes this rollout significant for current franchise owners. Dutch Bros Coffee launched these drinks across its entire system simultaneously. That’s 1,050+ locations executing the same menu at the same time. This demonstrates the power of a coordinated franchise network.
Every location gets special holiday-designed cups. The packaging includes six different designs, including options for kids and dogs. Limited edition straws feature winter themes.
The Dutch Bros Coffee Holiday Marketing Strategy
Chief Marketing Officer Tana Davila emphasized music as core to the Dutch Bros experience. The holiday campaign ties into this brand positioning. It’s not just about selling coffee. It’s about creating an experience.
The business operates in 24 states. Founded in Grants Pass, Oregon in 1992, Dutch Bros Coffee has grown from a single location to a national presence. The company focuses on customizable drinks and drive-thru service.
Social Media Buzz Can Be Generated
Seasonal menu launches drive traffic during slower months. They create urgency with limited availability. They generate social media buzz. Smart franchise systems understand this playbook.
Dutch Bros Coffee also maintains the Dutch Bros Foundation for community giving. This adds another layer to the franchise value proposition beyond just selling beverages.
The holiday menu runs while supplies last. That scarcity principle? It’s Marketing 101 for driving customer action.
(Main image courtesy of Wikipedia)
About the Author
The Franchise King®, Joel Libava, is a leading franchise expert, author of "Become a Franchise Owner!" and "The Definitive Guide to Franchise Research." Featured in outlets like The New York Times, CNBC, and Franchise Direct, Joel’s no-nonsense approach as a trusted Franchise Ownership Advisor helps aspiring franchisees make smart, informed decisions in their journey to franchise ownership. He owns and operates this franchise blog.
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