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Dutch Bros to open ‘at least’ 150 to 165 locations in 2024; names new senior leaders

Dutch Bros. coffee
Dutch Bros ended 2023 with 831 shops (542 company-operated and 289 franchised-operated) across 16 states.

Dutch Bros is continuing its aggressive expansion in 2024.

In a preliminary outlook, the drive-thru coffee chain said it expects to open at “at least” 150 to 165 locations systemwide in 2024. Dutch Bros opened 159 new outposts in 2023, of which 146 were company-operated. The company has set a long-term goal of 4,000 shops in the next 10-to-15 years.  

Dutch Bros started the new year with a new leader at its helm.  On Jan. 1, Christine Barone took the reins as CEO.  Barone, who joined Dutch Bros as president in February 2023, previously served as CEO of True Food Kitchen for almost seven years.  

In its preliminary outlook, Dutch Bros also announced senior leadership appointments, including two c-suite appointments. The changes include the following:

•Joshua Guenser joins Dutch Bros as incoming CFO on or about February 19. Following a transitional period, he will succeed Charley Jemley as CFO after the release of the company’s financial results for the quarter ending March 31. Jemley will then assume an advisor role within the company.

 Guenser joins Dutch Bros from Mod Super Fast Pizza Holdings, where he served as CFO. He also served more than ten years at Starbucks Corp., most recently as senior VP, finance

•Sumitro Ghosh was named incoming president of operations on or about January 15. He will spend the first months of his tenure engaging with shop and field leaders across Dutch Bros markets. After his field experience,  Ghosh will, subject to his appointment by the board, transition to the new role of president of operations.

Ghosh joins Dutch Bros from Nike, where he served more than two years as global VP of Nike Stores. Prior to that, Ghosh served as COO of Foxtrot Ventures Inc., and in various roles at Starbucks Corp.

•Jess Elmquist joined the company as chief people officer on January 8. He comes to Dutch Bros from Phenom People, where he served as chief human resources officer and chief evangelist. Prior to that, he spent 20 years at Life Time Inc., most recently as chief learning officer and executive VP of human capital.

In other changes, longtime Dutch Bros executive Brian Maxwell, currently COO, will transition into the role of vice chairman, reporting to co-founder and executive Chairman.

“We are designing our executive leadership team to support the Dutch Bros mission and vision as we scale and grow to 4,000 shops,” said Barone. “I’m excited to welcome best in class leaders who understand the industry and have effectively scaled operations while maintaining and valuing company culture. We have an exceptional team with leaders who have deep knowledge of Dutch Bros and what sets it apart in the drive-through industry, as well as those who know how to thoughtfully guide the company in its next phase of growth.”

As of Dec. 31, 2023, the Dutch Bros system consisted of 831 shops (542 company-operated and 289 franchised-operated) across 16 states.

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