Gen-Z, Millennial Digital Opps: Dutch Bros appoints CMO (Score 49)

Sales lead: Reach out to the new CMO now for more information about her plans. 

• Dutch Bros (DB) hired Tana Davila as CMO in June 2023
• Davila joins from CKE Restaurants, where she held the same position. 
• She is now responsible for branding, product promotion, and DB's loyalty program. 
• Davila will report to the CEO and serve on the leadership team. 
• We told you about DB's expansion plans in February. 

Target demographic: Gen-Z & millennials 

The company will likely: 

• Diversify digital ad placement
• Build out the agency roster
• Increase ad spend

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: DB spent about $2.3m on digital display ads YTD, equal to the amount it spent during the same time period of 2022. 
• YTD data: 315.6m impressions via Instagram (52%) and Facebook (48%). 
• 2021-2022 spend: Full-year spend increased by 27% from $3.7m in 2021 to $4.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Additional channel insights  

• Vivvix: DB also utilizes OOH. 

Agency analysis:

• Opportunity: CMO hires commonly precede agency reviews, so contact Davila now to be top-of-mind. 
• Current roster:
  • Lane PR: PR 

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.