Key Takeaways Dutch Bros' Rewards program reached 15M members, driving about 72% of total transactions.BROS uses data, personalization and Order Ahead to boost visits, retention and app engagement.Transaction growth lifted comps, with higher visit frequency supporting fourth-quarter 2025 sales.Dutch Bros Inc. (BROS) is proving that loyalty-led engagement can be a powerful sales engine. The company’s Dutch Rewards program surpassed 15 million members at the end of 2025, with loyalty users accounting for roug ...