Marketing Currents - Business and Marketing Current Events

Watch out, Starbucks: Dutch Bros. Coffee is now a coast-to-coast brand

Who else thinks the national coffee market could use a jolt?

Most well-caffeinated Americans are familiar with the longstanding rivalry between Starbucks and Dunkin’, but if you live east of the Mississippi, you might be less familiar with an increasingly formidable challenger: Dutch Bros. Coffee.

Click here to read the story at

Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. What is one example of a brand that represents direct competition to Starbucks and Dutch Bros. Coffee?
  4. What is one example of an indirect competitor to both brands?
  5. What is the marketing mix?
  6. What is place?
  7. How might this story represent an example of place?
  8. Why is place important to a brand’s overall growth strategy?
  9. Why do you think it took this long for Dutch Bros. to open its first East Coast location?
  10. What is sampling?
  11. Why is sampling important when introducing a new product or brand to consumers?
  12. According to this story, what did Dutch Bros. do to promote the new location?
  13. Do you think Starbucks is concerned about the growth of Dutch Bros. Coffee? Why or why not?
  14. If you were an executive at Dutch Bros. Coffee, what are five potential new locations you might recommend?
  15. How would you promote the company before opening the new location? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.