Dutch Bros moves fast — seasonal Rebels, straw-topper giveaways, and new shops opening across the country. This page tracks the announcements that actually happened, with dates, so you can tell a live promotion from one that has already closed.
Latest updates at a glance
| Date | Update |
|---|---|
| November 22, 2024 | New King City, CA shop opensThe chain opened its second South Monterey County location at 1023 Broadway Street in King City, California, just off Highway 101. |
| November 18, 2024 | National Princess Day — free Crown Straw TopperA free Crown Straw Topper with any drink purchase after 5 p.m., while supplies last, across 100+ locations. |
| November 6, 2024 | Q3 2024 financial results reportedDutch Bros Inc. reported its third-quarter results on a conference call and webcast. |
| October 17, 2024 | Q3 conference call announcedDutch Bros announced it would host its third-quarter call and webcast on November 6, 2024. |
National Princess Day and the Crown Straw Topper
On November 18, 2024, Dutch Bros marked National Princess Day by leaning into the viral #PassengerPrincess trend. Anyone visiting a shopafter 5 p.m. that day got a free Crown Straw Topper with any drink purchase, while supplies lasted.
The promotion ran at over 100 locations. Dutch Bros pushed the hashtag#PassengerPrincessDay for customers sharing the topper on social, and ran a giveaway alongside it for exclusive merchandise and a "Passenger Princess" experience.
King City, CA opening
Dutch Bros continued its expansion into South Monterey County with a shop at1023 Broadway Street, King City, California, openingNovember 22, 2024. The site sits close to Highway 101.
It was the company's second location in South Monterey County, following the Soledad shop that opened earlier the same year. To find the shops nearest you, use ourlocations page.
Corporate and financial news
On November 6, 2024, Dutch Bros Inc. reported itsthird-quarter 2024 financial results, with the company pointing to continued growth and a strong financial position heading into further expansion. The call had been announced a few weeks earlier, on October 17, 2024.
Revenue figures, the full quarterly record, stock reference data and investor contacts are on our investors page.
New additions to the menu
The holiday line-up that accompanied these announcements:
- Winter Shimmer Rebel — a new holidayRebel energy drink for the season.
- Hazelnut Truffle Mocha — a returning favorite.
- Candy Cane Mocha — also returning for the holidays.
- Six new holiday cup designs — Dutchmas-themed patterns across the seasonal cups.
- Free Pura Vida bracelet — offered with any large drink.
Seasonal drinks rotate out as quickly as they arrive. The current line-up is on theholiday menu andseasonal menu pages.
Answers