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 and 

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:

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