For an emerging brand in hyper-growth mode like Dutch Bros, it can be easy to primarily focus on physical expansion into new markets. But as new Dutch Bros CEO Christine Barone said during Thursday’s J.P. Morgan forum, while the Grants Pass, Ore.-based coffee brand is keeping development front of mind — with Florida as its next target market — she wants to emphasize diverse means of growth.

For Dutch Bros, that means focusing on smart development with fanbase growth in mind, building brand awareness, and give the company’s tech stack a makeover.