Dutch Bros’ Digital Rewards Program Draws Over 1 Million Users In First Month

Paytronix announced in a press release Tuesday (March 16) that over 1.4 million customers have used Dutch Bros Coffee’s new digital rewards program, Dutch Rewards, in the first month since its launch.

Dutch Rewards is powered by Paytronix and allows customers to check the coffee shop’s menu, load money, pay for orders and earn points and rewards in the Dutch Bros app, the release stated.

In addition to earning five points for every dollar spent, rewards members can receive free drinks, app stickers and special deals for marking birthdays — and half-birthdays. Upon enrollment, members are given bonus points and a free drink, according to the release.

A PYMNTS study done in conjunction with Paytronix found that digital loyalty rewards programs can be a lifeline to both large chains and small, independent restaurants, especially amid the pandemic when contactless experiences are preferred and cash flow shortages are a concern. The study found that 45 percent of restaurant customers would spend more if they were offered a rewards program, and 31 percent said they would spend more if ordering on a mobile app.

Dutch Bros Coffee is the largest privately held drive-thru coffee chain in the U.S., counting over 400 locations in 10 states, according to the release. The app, built by Paytronix partner Hathaway, can be found in the App Store and Google Play store.

Prior to the shift to digital, Dutch Bros had a stamp card loyalty program, noted Hathway CEO Jesse Dundon in the release, giving “the move to digital … incredibly high stakes.” But using the Paytronix platform allowed the company to design an app that gave customers a “custom” digital experience.

“This is a very cool implementation that takes advantage of both the flexibility of the Paytronix platform and the design skills of our partner Hathway,” said Paytronix CEO Andrew Robbins in the release. “The Dutch Bros app not only uses wallets and app stickers, but also has a level of gamification that shows the type of creativity that we love to see from our customers and partners.”