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How Dutch Bros' new CEO Christine Barone plans to propel the concept forward


Not even a month into 2024 and it’s safe to say Dutch Bros has had a busy year thus far. As the calendar turned, Christine Barone officially took over the CEO role after serving as president for a little over a year. The company shared development guidance, aiming for 150 to 165 new units this year, including its initial entry into Florida in Q1. The long-term growth target is about 4,000 locations.

The company has also added three executives to its c-suite, naming Joshua Guenser as CFO, Sumitro Shosh as president of operations, and Jess Elmquist as chief people officer. And, earlier this week, Dutch Bro announced its intention to expand its Phoenix, Ariz.-based operations support center, shifting approximately 40% of its total support staff to the location by Jan. 1, 2025.   

On paper, the nearly 850-unit drive-thru coffee chain is acting a bit like a startup. In reality, the company has 32 years under its belt, tracing its roots back to a small pushcart operation in Grants Pass, Ore.

That said, for Barone, the timing of these updates – three years after the company hit the public market – is no coincidence.

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