Dutch Bros Loyalty Program Exceeds Expectations
Dutch Bros Coffee CFO Charles Jemley admitted that he was totally wrong about where the brand’s digital presence would finish in 2021. The Paytronix-powered Dutch Rewards program, which launched at the beginning of last year, accounts for 60 percent of sales—1.5 times what he thought the digital innovation was capable of in such a short timespan. Jemley now believes 70 to 75 percent is “probably a realistic goal.”