This drive-thru coffee chain is pushing into undercaffeinated parts of America

This Drive-Thru Coffee Chain is Targeting Regions with Limited Coffee Options

This drive thru coffee chain is pushing – A new coffee brand, 7 Brew, is expanding into areas of the United States that have seen less competition in the coffee industry. Unlike traditional giants like Starbucks or Dunkin’, the chain has carved out a niche by focusing on regions where demand for coffee is not as saturated. Launched in 2017 with its first location in Rogers, Arkansas, 7 Brew has grown to over 700 stores across 38 states, with an additional 340 on the horizon. However, it remains absent from airports, indoor malls, and bustling urban street corners—places where coffee chains typically dominate. Instead, it thrives through drive-thru and walk-up window formats, catering to communities with fewer alternatives.

Market Shifts and Consumer Behavior

The rise of 7 Brew and similar beverage-focused chains reflects a broader trend in American consumer habits. As fast food prices climbed in recent years, budget-conscious individuals began seeking more affordable quick-service options. This shift led to a decline in visits to established brands like McDonald’s and Burger King, but also opened opportunities for newer entrants. 7 Brew has capitalized on this trend, reporting a significant increase in sales from $502 million in 2024 to nearly $1.2 billion in 2025. Sharaya Jones, a marketing professor at George Mason University, attributes this success to coffee’s role as an accessible luxury. “Coffee is perfectly an affordable luxury, because it offers that daily indulgence,” she explains. “Some coffee shops are expensive, but usually it’s under $10 to have this really special moment.”

“Coffee is perfectly an affordable luxury, because it offers that daily indulgence.” – Sharaya Jones, George Mason University

While 7 Brew’s small, non-dining spaces keep operational costs low, they also mean smaller profit margins per drink. Jones highlights that the chain’s affordability is a key selling point, especially for younger consumers who are increasingly price-sensitive. “This category is where consumers are more likely to prioritize value over variety,” she adds. “Being perceived as more affordable than Starbucks or other local shops can drive repeat visits and build loyalty quickly.”

Customization and Value-Driven Pricing

7 Brew’s growth has been accompanied by a commitment to customer personalization. Initially offering just seven core drinks, the chain has since expanded its menu to include over 20,000 combinations. This flexibility allows customers to tailor their orders without additional fees, such as adding extra flavors, milk substitutes, whipped cream, or decorative drizzles. For instance, Charlese Mitchell and Sydney Richardson, two customers in Abingdon, Maryland, were surprised when they paid just $5 each for a blondie drink with caramel and funnel cake, and a coconut-strawberry soda with a cupcake twist. “Five dollars is crazy,” Richardson remarked. “I didn’t expect to pay so little for such a good amount of coffee.”

The company’s pricing strategy is designed to undercut traditional coffee shops while maintaining quality. A standard medium iced latte at 7 Brew matches the size of Starbucks’ largest iced coffee, yet costs as little as $4.75. Meanwhile, a 24-ounce iced blondie—a blend of vanilla and caramel breve—starts at $5.15, which is notably cheaper than similar offerings at Starbucks or Dunkin’. This value proposition has made 7 Brew a popular choice among price-sensitive consumers, including Mayra Okechukwu, an influencer in Utah, who prefers the chain over Starbucks due to its lower prices.

Competitive Edge and Strategic Expansion

7 Brew’s business model draws inspiration from other successful drive-thru chains, such as Dutch Bros and Scooter’s Coffee. Dutch Bros, which began as a pushcart in Oregon in 1992, and Scooter’s Coffee, which opened its first kiosk in Nebraska in 1998, both emphasize convenience and quick service. 7 Brew has adopted similar small-stand formats while introducing its own unique twists. For example, it offers muffin tops, a staple at Dutch Bros, and a diverse range of energy drinks, sodas, and smoothies. These items are also available at Dutch Bros and Scooter’s, which each boast more than 20 flavors, further reinforcing the appeal of quick, customizable refreshments.

Despite its success, 7 Brew still lags behind its competitors in terms of scale. Dutch Bros operates over 1,000 locations across 25 states, while Scooter’s Coffee has more than 850 stores. However, 7 Brew’s rapid expansion this year is fueled by its ability to attract customers through perks like free t-shirts, limited-time giveaways, and discounts for first responders. Robert Byrne, senior director of consumer research at Technomic, notes that the simplicity of 7 Brew’s loyalty program makes it particularly appealing. “Americans want those treats, those little miniature food service serotonin hits,” Byrne says. “It’s easy to earn a free drink, which aligns with their desire for affordability during times of financial strain.”

“We need those treats, those little miniature food service serotonin hits.” – Robert Byrne, Technomic

The chain’s approach resonates with a growing segment of consumers who value convenience and cost-effectiveness. By focusing on drive-thru operations, 7 Brew reduces overhead expenses, allowing it to offer lower prices without compromising on quality. This strategy is especially effective in areas where competition is minimal, enabling the brand to establish a strong foothold. As the market for quick-service beverages evolves, 7 Brew’s emphasis on affordability and customization positions it as a viable alternative to traditional coffee shops.

Adapting to Changing Consumer Preferences

With the rise of remote work and a shift toward more flexible lifestyles, the demand for convenient coffee options has surged. 7 Brew’s model aligns with this trend, offering a streamlined experience that appeals to both commuters and families. Its drive-thru format minimizes wait times, making it an attractive choice for those seeking a quick caffeine fix without the hassle of traditional café environments. Additionally, the chain’s ability to adapt its menu to local tastes—through a wide array of drink combinations—further strengthens its market position.

While the coffee industry remains competitive, 7 Brew’s focus on underserved regions and its innovative pricing strategies have allowed it to carve out a distinct niche. As it continues to expand, the brand’s success may inspire other companies to rethink their approaches to affordability and accessibility. For now, 7 Brew’s story underscores how a blend of convenience, customization, and cost-consciousness can redefine the coffee landscape in America.

In an era where consumer priorities are shifting, 7 Brew exemplifies the growing trend of affordable, quick-service alternatives. Its ability to thrive in markets with limited competition, coupled with a customer-centric approach, highlights the potential for niche brands to challenge established players. As more Americans seek value in their purchases, the chain’s future may reflect a broader transformation in how coffee is consumed and perceived across the country.