Nine seasonal cup designs, including editions for children and pets, arrived at Dutch Bros on November 1. Presents, snowflakes and jingle bells decorate the cups holding the chain’s 2026 holiday drinks.
The menu has one new flavor, Merry Magic, and two returning ones. It is available at 1,225+ locations while supplies last.
Chief Marketing Officer Tana Davila said the aim was to capture the holidays’ emphasis on togetherness and joy.
“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,” she said.
Fruit joins the peppermint and chocolate
Merry Magic mixes blackberry, peach and cherry with festive holiday candy. Customers can choose lemonade, a Myst Energy Refresher or a Rebel Energy Drink served blended or iced.
The returning Candy Cane drink combines peppermint and chocolate milk. Soft Top and candy cane sprinkles finish it, with iced or hot mochas, a mocha Freeze, mocha cold brew and hot cocoa among the serving options.
Hazelnut Truffle is also back. It pairs hazelnut with chocolate milk, then adds Soft Top and caramel drizzle. Dutch Bros suggests it as an iced or hot mocha, or as a mocha Freeze.
The three drinks offer distinct choices rather than a menu built entirely around spice or chocolate. Merry Magic supplies the fruit; the other two retain familiar holiday flavors.
A new shop in Columbus
The seasonal rollout comes as the drive-through chain continues moving east from its Western roots. West Broad Street in Columbus, Ohio, is now home to the city’s first Dutch Bros, which began welcoming customers early Monday morning.
The shop sells lemonade, energy refreshers, teas, smoothies and specialty coffees. Sunday through Thursday, it opens at 5 a.m. and closes at 10 p.m.; Friday and Saturday hours run from 5 a.m. until 11 p.m.
Two more area shops are planned: one near Dublin at 6175 Sawmill Rd., and a northeast Columbus location at 5470 N. Hamilton Rd.
Dane and Travis Boersma founded the business in Grants Pass, Oregon, on February 12, 1992. Their first equipment was a US$12,050 espresso machine and a single pushcart. Dutch Bros began roasting its own coffee in 1996 and formally franchising in 1999. Its headquarters is now in Tempe, Arizona.
Traffic growth behind the expansion
At the end of the third quarter of 2026, Dutch Bros had 1,273 locations, compared with 1,081 a year earlier. Third-quarter revenue reached $549.8 million, up 29.8% from a year earlier and matching Wall Street’s expectations.
Same-store sales increased 4.4%, down from 5.7% growth in the corresponding quarter last year. GAAP profit was $0.20 per share, while adjusted EBITDA reached $101.1 million with an 18.4% margin. At 9.6%, operating margin matched the year-earlier quarter.
The company lowered its full-year revenue guidance from $2.12 billion to $2.1 billion at the midpoint, a 0.7% decrease. EBITDA guidance of $380 million at the midpoint came in below analysts’ consensus estimate of $387.5 million.
Chief Executive Christine Barone emphasized customer traffic rather than pricing alone.
“Dutch Bros continues to gain share in the high-growth beverage category. In the third quarter, we achieved our fourteenth consecutive quarter of positive same shop sales and ninth consecutive quarter of same shop customer visit growth,” she said.
Those visit figures measure whether established shops are attracting more customers as the chain adds outlets. Barone linked the performance to the brand, its “people-led culture” and efforts to expand customer occasions beyond the morning coffee rush.
At the new Columbus shop, opening-day customers could receive a free keychain with any drink purchase on Monday.
Sources
- Everything On Dutch Bros' 2026 Holiday Menu | Sporked
- Dutch Bros Coffee
- Columbus gets its first Dutch Bros on West Broad Street, with free keychains Monday
- Dutch Bros’s (NYSE:BROS) Q3 2026 earnings results: revenue in line with expectations but stock drops 18.2%
- Dutch Bros (BROS) keeps its same-shop sales and visit growth streaks alive
- Dutch Bros® Unwraps Its Most Festive Holiday Lineup Yet
Photo: Evan-Amos (Public domain)
