Dive Brief:
- Dutch Bros has hired Tana Davila as its CMO, effective June 12, the company said in a press release Tuesday.
- Davila has over a decade of experience in the foodservice industry and most recently served as CMO at CKE Restaurants, where she worked for about a year, according to her LinkedIn profile.
- Davila joined the brand seven months after the coffee brand appointed Chirstine Barone, former True Food Kitchen CEO, as its president.
Dive Insight:
In her new role, Davila will work with Barone and become a member of the leadership team, working on brand and product marketing, creative and the Dutch Bros rewards program, according to the press release. The company said her experience in digital marketing and managing large marketing campaigns will be important for Dutch Bros’ next phase of growth, which includes reaching 4,000 units within the next 10 to 15 years.
The company has been been emphasizing various product promotions within the last few months. During the first quarter, Dutch Bros doubled down on targeted promotions on its app to help drive traffic and to encourage guests to load money on the Dutch Bros app, Barone said during the company’s May earnings call. The company refreshed its app during the quarter to move away from a one-size-fits-all approach. In April, the company rolled out Double Point Tuesdays as part of the company’s latest promotions leading into the summer.
Outside of digital, the company has been pursuing in-store promotions like its “Fill-a-Tray” campaign in March, which lasted six hours and led to the company’s largest single-day sales in its history, Barone said. Same-store sales were up over 40% compared to an average Wednesday.
In addition to her position at CKE, Davila also spent over eight years in various roles at P.F. Chang’s, including three years as CMO. She also worked for over five years at Grupo Bimbo. During her time at CKE, the company launched a rewards program, debuted new branding and began a physical and digital transformation.
