Dutch Bros Coffee (NYSE: BROS) is launching its largest holiday menu to date, adding two new beverages, a first-ever seasonal food item, and two returning fan favorites to the lineup at all 1,225-plus Dutch Bros drive-thru locations, available now while supplies last.
The New Additions
The Merry Magic leads the new offerings — a blackberry, peach, and cherry blend topped with festive holiday candy, available as a blended or iced Rebel Energy Drink, Myst Energy Refresher, or lemonade. The Sprinkle Cookie brings a sugar cookie-inspired flavor finished with the chain's proprietary Soft Top and holly sprinkles, offered as a Freeze, iced latte, or iced chai. Both drinks expand Dutch Bros' customizable format, giving operators flexibility to upsell across multiple beverage platforms with a single seasonal flavor profile.
Perhaps the most operationally significant move is the Holiday Sugar Cookie Cake Pop — a tree-shaped, white-chocolate-coated food item decorated with drizzle and sprinkles. It marks Dutch Bros' first themed food offering, a notable step for a brand built almost entirely on its beverage program. For a drive-thru specialist competing in an increasingly crowded specialty beverage market, adding an impulse-purchase food attachment could meaningfully lift per-ticket averages during the high-traffic holiday window.
Returning Seasonal Staples
The Hazelnut Truffle and Candy Cane mochas are back by popular demand. The Hazelnut Truffle pairs hazelnut and chocolate milk with Soft Top and caramel drizzle, served iced, hot, or as a Freeze. The Candy Cane combines peppermint and chocolate milk with Soft Top and candy cane sprinkles, available across five formats including mocha cold brew and hot cocoa — a range that covers both the grab-and-go and comfort-drink occasions operators depend on to sustain volume through colder months.
"Whether you're craving a cozy, chocolatey classic like the Hazelnut Truffle, or looking to try something bright and unexpected like the new Merry Magic, our goal is to add a little extra charm and fun to every Dutch Run this season," said Tana Davila, Chief Marketing Officer at Dutch Bros.
Packaging and Seasonal Experience
All holiday drinks are served in one of nine seasonal-themed cups — including special editions designed for kids and pets — decorated with motifs ranging from snowflakes to jingle bells. The cup program adds a shareable, social-media-friendly dimension to the campaign, a tactic increasingly common among quick-service and fast-casual beverage brands looking to extend organic reach during peak gifting periods.
Founded in Grants Pass, Oregon, in 1992, Dutch Bros has scaled to one of the nation's largest drive-thru specialty coffee chains. Its holiday LTO strategy — leaning on a mix of new innovation and returning classics — mirrors broader foodservice trends toward menu efficiency: limiting SKU complexity while maximizing perceived variety and guest excitement. For franchisees and multi-unit operators watching the competitive set, the cake pop introduction is worth tracking as a signal that Dutch Bros may be broadening its food attachment ambitions beyond the beverage core. As covered by Food & Beverage Magazine, seasonal LTO performance continues to be a key driver of same-store sales momentum across the specialty coffee segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
