Tana Davila has been named chief marketing officer at Dutch Bros, effective immediately. Davila most recently served as CMO of CKE Restaurant Holdings, parent company of the Carl’s Jr. and Hardee’s brands, where she’s served since 2022.
Prior, she served in various marketing roles at P.F. Chang’s for eight years, culminating in the CMO role from 2019 to 2022. She also spent five years at Grupo Bimbo. In the Dutch Bros role, she will oversee brand and product marketing, creative and the company’s rewards program. She will report to President Christine Barone, who joined the company in November from True Foods Kitchen.
“Tana is an accomplished marketer and has proven talent for elevating the efforts of exciting, established brands,” Barone said in a statement. “Her strategic skills and ability to create customer connections will be key as we continue toward our target of 4,000 shops in the next 10-to-15 years.”
Dutch Bros currently operates around 720 coffee shops, with plans for 150 more this year, including in markets like California and Texas. In a recent interview with Nation’s Restaurant News, CEO Joth Ricci said one of the company’s top priorities as it expands is to improve both brand familiarity and loyalty. Fortressing and rapid expansion will help spread the word about the Dutch Bros brand and product, but there are other strategies for getting people in the door and making them lifelong customers. One of these strategies is a heavy-handed focus on discounting including last quarter’s “Fill-a-Tray” promotion, which the company said resulted in the “largest single sales day in Dutch Bros recorded history.”
The company recently revamped its rewards program from a dollars-spent-to-points structure to surprise and delight-driven customization.
Davila holds a bachelor’s degree in International Studies and German and an MBA, Brand Management from Emory University.
Contact Alicia Kelso at [email protected]
