Last week, I initiated a small, exploratory position in Dutch Bros Inc: BROS. My son and his girlfriend are tailend Gen Zers, and they love Dutch Bros. Apparently a lot of other people do, too. With only about 1,000 stores in just 18 states, Dutch Bros has a lot of room to grow. Think about Starbucks with over 32,000 stores in 80 countries.
It seems to me Starbucks is sort of flailing a bit in a yesterday/today stage whereas Dutch Bros is growing in a today/tomorrow stage. But what do I know? I don’t even drink coffee.
I used a Ready, Fire, Aim approach with investing in BROS. I’ll learn more as I go. With some skin in the game, I know I’ll pay more attention.
With Love,
P. Gustav Mueller, author of The Present