Sometimes, a small change can lead to drastically different results.
For example, last year my local Cafe 1971 was sold and taken over by a new owner who also owned the nearby Greek restaurant. He kept the coffee the same but replaced most of the pastries and food items, focusing more on Greek products.
Although the menu changes are subtle, the place seems less busy and there are more seats. Within six months, the store closed and was replaced by a nail salon.
With change comes risk, and similar brands aren’t always fair. If your McDonald’s closed and was replaced by a Wendy’s, some people would be happy, others would be indifferent, and still others would be unhappy.
That’s what’s at stake with Dutch Brothers Coffee Co.’s latest acquisition.
Clutch Coffee, a drive-thru coffee chain founded in 2018, shared its big news on Facebook.
“Exciting changes ahead! We’re changing direction. We’ve reached an agreement with Dutch Bros and Clutch’s last day of business will end this Friday, January 16th at 4pm. You can keep up the good energy with Dutch Bros and download the Dutch Bros app,” the chain shared.
All 20 Clutch Coffee stores will close on January 16 and reopen as Dutch Bros. stores at a later date.
QSR Magazine reports: “The plan is to close, renovate, and reopen the restaurant as Dutch Bros. It’s worth noting that Dutch Bros currently has only two locations in the Carolinas, one in Morrisville, North Carolina, and one in Somerville, South Carolina.”
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Dutch Bros. confirmed the acquisition to QSR.
As a brand built on relationships, we deeply respect what the Clutch Coffee Bar leadership team has built and look forward to building a strong foundation in the Carolinas. “We are excited to continue our nationwide expansion and work toward our long-term goal of opening 2,029 stores by 2029,” the company said in a statement. “
Ditching the Clutch Coffee brand and replacing it with Dutch Bros. comes with some risks.
Dale Harris, 2017 World Barista Champion with 13 years of experience with Hasbean and Ozone Coffee, told Coffee Intelligence: “If you can flip that switch in the customer’s mind and become the brand that defines their coffee choice, then their loyalty is very powerful.”
Customer loyalty can be the difference between success and failure.
“Due to the fierce competition among international coffee players, brand loyalty has become a strategic key factor for every coffee organization to grow sustainably in today’s market. According to a study by Science Direct, this is because loyal customers are willing to make frequent purchases, try other products and services (promoting cross-buying intentions), bring in new customers, and create a positive public image for the company.
This study shows why loyal customers are so important.
Research also shows that 50% of Starbucks customers frequently purchase coffee from other places.
If Clutch Coffee customers want to try other options before (or after) the Dutch brothers take over, Starbucks will be ready to fill the void. And once the chain wins a customer, its loyalty program could make it difficult for Dutch Brothers or any competitor to win back the customer.
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Starbucks Loyalty Member Spend 3x more and visit more often than non-members.
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41% of Starbucks’ U.S. sales Contributed by its loyal members.
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Starbucks’ loyalty program grew an average of 13.29% year-over-year.
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Starbucks rewards membership is 5.6 times more likely to visit A cup of Starbucks every day.
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21% of Starbucks customers return items within three days, and 10% of them return items within one day.
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71% Starbucks app users Go to the store at least once a week.
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Starbucks’ customer retention rate is as high as 44% 25% higher than the industry average.
Source: Coffee Sprinter
Personally, I find myself choosing Starbucks over smaller local options, in part because of its loyalty program and convenience. Your experience may vary.
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This article was originally published by TheStreet on January 14, 2026, and first appeared in the Restaurant section. Click here to add TheStreet as your preferred source.