Dutch Bros Shifts HQ to Arizona: A Bold Step in Growth Strategy and Location Advantage

By Jonathan Eberle |

In a decisive shift, Dutch Bros is relocating its headquarters from Grants Pass, Oregon, to Phoenix, Arizona. This move reflects not just a change in corporate strategy, but also a commentary on the evolving business landscape in the Pacific Northwest.

Known for its coffee and energy drinks, the rapidly expanding drive-thru chain aims to better position itself for future growth through this transition. According to the company, consolidating roles at the new Phoenix office will facilitate improved service for customers and employees nationwide.

The relocation has been in the works for some time. CEO Christine Barone has operated from Arizona since early 2023, and the company has steadily increased its presence in the Phoenix area. Arizona officials are hailing the move as a significant win for the state.

This announcement has triggered varied reactions from Oregon, where Dutch Bros originated as a single coffee cart by brothers Travis and Dane Boersma in 1992. The brand has since surged to over 1,000 locations, employing around 26,000 people. Annual sales soared from $240 million in 2018 to $1.3 billion last year, with projections indicating a 22% growth by 2025.

Logistical concerns primarily drove the relocation decision. Being nearer to high-growth markets such as Texas and the Southeast—and close to a major airport for executive travel—was deemed essential. Additionally, difficulties in attracting young professionals to rural Oregon, particularly due to limited childcare options, influenced the decision.

Terry Hopkins, CEO of the Grants Pass and Josephine County chamber of commerce, emphasized the emotional and economic ramifications of the headquarters move. He expressed hope that Dutch Bros would maintain a strong local presence, noting that the Boersma family still resides in the area and remains active in community affairs.

As Dutch Bros progresses with its ambitious plan for 7,000 locations, this move could signify both a new chapter for the company and a broader reflection of the opportunities and challenges businesses face in today’s economy.