Dutch Bros getting swarmed for their new seasonal drinks

On a normal weekday afternoon, the Dutch Bros on Garden of the Gods Road looks more like a social gathering than a coffee shop. Cars wrap around the building, people swarm the window, and workers are frantically scurrying around inside. For many Colorado Springs students, Dutch Bros isn’t just a coffee shop or a stop to get caffeine, it has become a job, a place to hangout, and part of their daily routine.

“I come here basically every day after school,” said Alexi Arnell, Class of 2027. “It is amazing because the staff is so welcoming and friendly, especially Liam and Ezra. The line also moves very quick.” Across Colorado Springs, stores experience significant rushes when school lets out, as teens account for a substantial portion of their customers. Locations near local high schools such as Coronado, Doherty, and Palmer are especially crowded.

Dutch Bros has exploded in popularity across the city over the past few years, so much so that it is a significant competitor with Starbucks among teenagers. The company has opened over 12 different locations in Colorado Springs, part of a rapid expansion that has made the brand one of the fastest growing drive-thru chains in the country. Their wide variety of options is a big contributor to their success, which includes energy drinks, cold drinks, hot drinks, rebels, and more. But, for local teens, the attraction isn’t just the drinks, it’s the positive and upbeat environment.

“The culture here is different from other places,” said Max Garza, a 17-year-old Dutch Bros barista. “We are taught to be outgoing and keep the vibe high, and I think that is why teens love it.”

Dutch Bros is very open to younger employees and flexible schedules, which is another reason that teens see it as an ideal first job. Employees say the tips make the job even more enjoyable and optimal, even during rush hours.

Dutch Bros’ influence on teens isn’t just in store; it stretches out of store too. Stickers on water bottles, signature cups in cars or backpacks, and even rubber ducks have become items to collect. On TikTok, students love posting videos, rating drinks or showing off new beverages. The brand has built a culture that goes beyond just coffee.

Across the city, Dutch Bros has even caused traffic issues. At peak times, cars sometimes spill onto the main roads. The city has put in cones and signs at some locations to help control the flow of traffic and the congestion. Despite all of this, teens still love coming.

Many researchers argue that the rise of Dutch Bros among teens reflects a national trend: young people prefer experience-based places that feel social, upbeat, and inclusive. Dutch Bros does exactly that, which largely contributes to their success among teens.

As of now, the rush doesn’t seem to be slowing. Each afternoon, the lines are very long. Students continue to flood in, looking for a drink and a place that feels inclusive. Dutch Bros has become much more than just coffee to teens in Colorado Springs; it is a routine, a place to connect, and a community.