You've heard us talk about this uh right as I started in this job about 10 months ago. We wanted to get back to winning the morning day part and then we wanted to make sure we were staffed correctly throughout the balance of the day. So what you'll see with the Green Apron service model is we're reducing the number of hours where we have minimum staffing and then we're making sure that we have the right number of partners in the right position at the right times.Uh so specifically during peak that means you ...

Summary of Dutch Bros (BROS) FY Conference Call - June 03, 2025 Company Overview - Dutch Bros operates a drive-through beverage business with approximately 50% of sales from coffee-based beverages, 25% from energy drinks, and 25% from teas and lemonades [4][5] - The company has over 1,000 shops across 18 states and aims to double its unit base by 2029 [2][5] Core Strategies and Growth Plans - Focus on employee development and maintaining a strong company culture, with operators having an average tenure of seven years [5][7] - Emphasis on increasing throughput and customer transactions, with initiatives like mobile ordering and food offerings in development [7][8][11] - Long-term expectation for EBITDA growth to outpace revenue growth [8] Financial Performance - Positive Q1 results with continued transaction growth despite challenging market conditions [9][13] - 72% of transactions are through the Dutch rewards program, which is crucial for customer engagement [9][52] Customer Engagement and Innovation - Introduction of new beverage options, including protein coffee and boba, to attract customers [10] - Mobile ordering launched in Q4 of the previous year, growing from 8% to 11% of total transactions in Q1 [11] - Testing food offerings in 32 shops, currently representing about 2% of sales, with plans for expansion [12][32] Competitive Landscape - Dutch Bros maintains a strong brand identity focused on customer service and community engagement, differentiating itself from competitors [17][19] - The company is cautious about pricing strategies, aiming to maintain a strong value proposition amidst a competitive beverage market [19][20] Operational Efficiency - Focus on improving throughput by aligning labor deployment with demand and enhancing peak speed [23][24] - Recent restructuring includes hiring a Chief Development Officer and refocusing customer experience roles [24] Market Expansion and Brand Awareness - Plans to expand into new markets while learning from past experiences, such as the rapid expansion in Texas that hindered brand awareness [48][49] - Increased marketing efforts, including innovative promotions and paid media, to enhance brand visibility and customer acquisition [50][52] Commodity Costs and Tariffs - Coffee represents less than 10% of total commodity costs, with most coffee needs locked in for 2025 [58] - The company is monitoring the impact of tariffs on coffee imports and construction costs, with minimal expected impact for 2025 [59][60] Conclusion - Dutch Bros is positioned for significant growth with a focus on enhancing customer experience, expanding its product offerings, and maintaining operational efficiency while navigating a competitive landscape and commodity cost pressures [2][8][19]