Dutch Bros Coffee Strategic Audit

Authors

Parker Barry, University of Nebraska-LincolnFollow
Olivia Palmer, University of Nebraska-LincolnFollow
Cade Swanson, University of Nebraska - LincolnFollow
Braden Starck, University of Nebraska-LincolnFollow
Jacob Whiston, University of Nebraska - LincolnFollow

First Advisor

Tammy Beck, PHD, Management

Date of this Version

5-2025

Document Type

Thesis

Citation

Barry, Parker, Olivia Palmer, Cade Swanson, Braden Starck, and Jacob Whiston. Dutch Bros Coffee Strategic Audit. Undergraduate Honors Thesis. University of Nebraska-Lincoln. 2025.

Comments

Copyright Parker Barry, Olivia Palmer. Braden Starck, Cade Swanson, and Jacob Whiston 2025

Abstract

This case study focuses on Dutch Bros, a leading drive-thru coffee chain. A strategic audit was conducted to understand the company’s strategic management principles: external and internal factors, performance and competition, business level strategy, corporate level strategy, and organizational design and governance. In addition, the audit studies the implications of their recent strategic decisions to expand roasting facilities and move towards corporate-owned stores rather than operating a franchise model.

The research contained in this audit used publicly available information, including Dutch Bro’s financial statements, information from their website, annual reports, IBIS industry reports, and online press coverage.