In the bustling world of coffee shops and drive-thru beverage stands, one brand has been making waves with its rapid growth and cult-like following: 7 Brew. Founded in 2017 in Rogers, Arkansas, this drive-thru-only coffee chain has expanded from a single stand to over 321 locations across 28 states by the end of 2024, with plans for further growth in 2025. Its meteoric rise has left competitors like Starbucks and Dunkin’ scrambling to keep up, as 7 Brew captures the hearts—and taste buds—of customers across the United States, particularly in suburban and rural markets. So, what exactly is driving 7 Brew’s popularity? This article explores the key factors behind the brand’s success, from its innovative business model and customizable menu to its focus on customer service, community engagement, and cultural appeal.
A Drive-Thru Revolution: Speed and Convenience
One of the cornerstones of 7 Brew’s success is its drive-thru-only model, which caters to the modern consumer’s demand for speed and convenience. In an era where fast food and quick-service restaurants dominate, 7 Brew has capitalized on the trend of drive-thru traffic, which accounts for two-thirds of all fast-food purchases. Unlike traditional coffee shops like Starbucks, which often emphasize in-store experiences as a “third place” for customers to work or socialize, 7 Brew focuses exclusively on delivering drinks quickly and efficiently.
The brand’s modular, 500-square-foot stands are designed for operational efficiency, featuring double drive-thru lanes that minimize wait times. According to Gabe Moore, a 7 Brew franchise coach, even with a line of 20 cars, customers can expect to be served in just five to seven minutes. This efficiency is a significant draw for busy professionals, students, and parents who need their caffeine fix without the hassle of long waits or indoor seating. The streamlined model also reduces overhead costs, making it easier for franchisees to replicate and scale, which has fueled 7 Brew’s rapid expansion.
Moreover, 7 Brew enhances its drive-thru experience with a unique approach to order-taking. Instead of relying on speaker boxes or mobile apps, customers are greeted by a “texter” armed with an iPad who takes orders face-to-face, creating a personal connection while maintaining speed. This blend of efficiency and human interaction sets 7 Brew apart in a market increasingly dominated by automation.
A Menu That’s Anything But Ordinary
Another key factor in 7 Brew’s popularity is its expansive and highly customizable menu, boasting over 20,000 drink combinations. While the brand started with just seven signature drinks—hence the name “7 Brew”—it has since evolved to offer a dizzying array of options, including coffees, energy drinks, teas, smoothies, shakes, lemonades, and sparkling infused waters. This variety caters to a broad demographic, from coffee purists to non-coffee drinkers seeking refreshing alternatives.
The original seven drinks, such as the Blondie (caramel and vanilla breve), Brunette (hazelnut and caramel mocha), and Smooth 7 (white chocolate and Irish cream breve), remain staples, but the real magic lies in customization. Customers can mix and match syrups, sauces, and milk options (including oat, almond, or coconut milk) to create personalized beverages. For example, the “Love Potion” energy drink, combining passion fruit, strawberry, and kiwi syrups, has become a fan favorite for its vibrant flavor profile. Similarly, secret menu items like the “Pink Mermaid” (coconut, strawberry, and watermelon) and “Dragon’s Blood” (cherry and blue raspberry) have gained traction on social media platforms like TikTok, further boosting the brand’s appeal among younger audiences.
Unlike Starbucks, which has been criticized for a limited menu and lack of innovation in recent years, 7 Brew offers a playground of flavors. Customers can choose sugar-free options, adjust sweetness levels, or add toppings like cold foam or drizzles at no extra cost, making the experience feel indulgent yet accessible. This flexibility resonates with consumers who value individuality and creativity in their drink choices. As one Reddit user noted, “7 Brew feels much more like I’m not ordering the same thing over and over—I can get something new each time.”
Additionally, 7 Brew’s pricing is competitive. A large 32-ounce drink at 7 Brew is often priced similarly to a 24-ounce Starbucks drink, and frequent promotions like buy-one-get-one deals or “4 for $16” specials make it a more budget-friendly option. This value proposition, combined with the ability to customize drinks extensively, gives 7 Brew an edge over competitors.
Cultivating Kindness: A Customer-Centric Culture
At the heart of 7 Brew’s mission is a commitment to “cultivating kindness and joy with every drink.” This ethos is not just a marketing tagline but a core part of the brand’s identity, reflected in its exceptional customer service. Employees are trained to be energetic, friendly, and engaged, creating a welcoming atmosphere that contrasts with the often impersonal service at larger chains like Starbucks.
The face-to-face ordering process is a prime example of this culture in action. By having team members interact directly with customers in the drive-thru line, 7 Brew fosters a sense of connection that’s rare in quick-service settings. Customers frequently praise the staff’s enthusiasm, with reviews on platforms like Yelp highlighting employees who are “happy to help, happy to serve, and most importantly, happy to be there.” This positivity is contagious, contributing to the brand’s “cult-like” following, as customers feel valued and appreciated.
7 Brew also invests heavily in employee training and satisfaction, which translates to better customer experiences. Franchisees undergo a two-day orientation at the company’s Arkansas headquarters, learning the ins and outs of operations and the importance of maintaining a positive work environment. Employees are encouraged to be authentic, and the brand’s leadership emphasizes a “people-first” approach. As one Reddit user commented, “I hear from the workers they have great management… It is refreshing to see employee-first businesses thrive.” This focus on employee well-being ensures that staff members bring genuine enthusiasm to their interactions, further enhancing the customer experience.
A Social Media Sensation
7 Brew’s popularity has been amplified by its savvy use of social media, particularly among Gen Z and millennial audiences. The brand’s vibrant, colorful drinks and secret menu items are tailor-made for platforms like TikTok and Instagram, where influencers and customers share their creations. Videos showcasing drinks like the “Pink Starburst” (watermelon, strawberry, and white chocolate) or “Golden Pear” (pear syrup and vanilla cream) often go viral, driving curiosity and foot traffic.
The secret menu, in particular, has become a cultural phenomenon. While not officially published, it’s widely shared on social media and fan sites, with baristas often helping customers navigate the options. This creates a sense of discovery and exclusivity, as customers feel like they’re part of an insider community. As one TikTok user noted, “Hands down the drink for the summer heat!! ✨Solid 10/10✨ such a good flavor profile!” The brand’s lack of a traditional menu board, while confusing for some, adds to this mystique, encouraging customers to explore and experiment.
7 Brew also leverages local media strategies to build brand awareness. Grand openings are celebrated with “Swag Days,” where customers receive free merchandise with their purchases, creating buzz and drawing crowds. These events, combined with the brand’s active social media presence, ensure that 7 Brew remains top-of-mind for consumers.
Community Engagement and Local Appeal
Unlike Starbucks, which thrives in urban centers, 7 Brew has found its niche in suburban and rural markets, particularly in states like Arkansas, Missouri, Texas, and Florida. The brand’s modular stands are cost-effective to build and fit seamlessly into smaller communities, where drive-thru convenience is especially valued. This strategic focus has allowed 7 Brew to capture markets underserved by larger chains.
The company also emphasizes community engagement, with franchisees encouraged to give back to local charities and causes. This commitment resonates with customers who appreciate businesses that align with their values. For example, one Reddit user praised 7 Brew for “giving back to charities which I can appreciate.” By fostering a sense of local pride and connection, 7 Brew builds loyalty that goes beyond just the quality of its drinks.
Competing with the Giants
7 Brew’s rise comes at a time when Starbucks, the dominant player in the coffee industry, has faced criticism for inconsistent quality, high prices, and declining service standards. Customers frequently complain about burnt coffee, long wait times, and a lack of customization options at Starbucks. In contrast, 7 Brew offers a refreshing alternative with its diverse menu, friendly service, and competitive pricing. Data from Earnest Analytics shows that 7 Brew’s share of wallet grew nearly 500% between February 2023 and 2024, with customers increasing their spending and return rates compared to Starbucks and Dutch Bros.
While Starbucks remains the market leader, 7 Brew’s focus on non-coffee drinks like energy drinks and lemonades appeals to a broader audience, including non-coffee drinkers. The brand’s ability to offer sugar-free options and customizable flavors also caters to health-conscious consumers, further widening its appeal.
Challenges and Criticisms
Despite its popularity, 7 Brew isn’t without its challenges. Some customers find the lack of a clear menu confusing, requiring research or barista guidance to navigate the options. Others have criticized the drinks for being overly sweet, with breves made with half-and-half leading to a heavy, calorie-dense experience. Additionally, the brand’s Christian-based ownership and high franchise costs have sparked debate, though these factors haven’t significantly dented its growth.
The Future of 7 Brew
Looking ahead, 7 Brew shows no signs of slowing down. With plans for 228 new franchised locations and 14 company-owned stands in 2025, the brand is poised to continue its explosive growth. Its focus on franchisee partnerships, operational efficiency, and customer loyalty positions it well to compete in the increasingly crowded coffee market. As CEO John Davidson noted, the company’s pipeline of over 2,500 store commitments suggests a coast-to-coast presence is within reach.
Conclusion
7 Brew’s popularity stems from a winning combination of speed, variety, and kindness. Its drive-thru-only model caters to the modern need for convenience, while its customizable menu and secret menu items spark creativity and excitement. The brand’s commitment to exceptional customer service and community engagement fosters a loyal following, amplified by a strong social media presence. In a competitive market, 7 Brew stands out by prioritizing human connection and delivering a fun, personalized experience with every drink. As one customer aptly put it, “7 Brew is more than coffee—it’s a vibe.” Whether you’re a coffee aficionado or an energy drink enthusiast, 7 Brew’s infectious energy and innovative approach make it a force to be reckoned with in the beverage industry.
