Clutch Coffee CEO On How Drive-Thru Coffee Stands Can Stand Out In Crowded Category – CoffeeTalk

The drive-thru coffee industry is experiencing significant growth, with Dutch Bros and 7 Brew Drive Thru Coffee both experiencing significant growth. Dutch Bros, which grew its unit count by 18.2% in 2024 and system-wide sales by 25.9%, crossed 1,000 locations earlier this year and is virtually guaranteed to cross $2 billion in sales in 2025. Meanwhile, 7 Brew Drive Thru Coffee grew units by 78.3% to 321 locations and sales by 163% in 2024, making it a half-billion-dollar brand in just seven years in business.

Darren Spicer, CEO of Clutch Coffee, believes that the key to standing out in the crowded category is finding a pocket of the country that hasn’t yet been penetrated by drive-thru coffee and building a relationship with local customers through a quality product and experience. Spicer grew up in Oregon and worked at Dutch Bros before returning to the drive-thru coffee industry in 2018 after a brief career selling medical devices. He cofounded Clutch Coffee in Charlotte, N.C., in 2018 and has since helped grow it to 15 locations with an intense focus on quality, culture, and community.

In this conversation, Spicer discusses the importance of customer relationships in driving success in the drive-thru coffee industry. He emphasizes the importance of finding a calling card in the innovation wars, having an easy-to-access loyalty program, being the host of one’s own party, developing a strong bench of leaders before pursuing growth, and building relationships with influencers to develop a roster of ambassadors.

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