Dutch Bros. Coffee

American drive-through coffee chain

Dutch Bros Coffee is a publicly held drive-through coffee chain in the United States, known for its unique culture and customer service. Founded in 1992 by brothers Dane and Travis Boersma, the company has grown from a single pushcart in Grants Pass, Oregon to a large network of locations across the western United States.

History

Dutch Bros Coffee wordmark

The origins of Dutch Bros Coffee trace back to 1992 when Dane and Travis Boersma, third-generation dairy farmers, decided to leave the family business and start a coffee company. They began with a single pushcart in their hometown of Grants Pass, Oregon, serving espresso drinks and building a loyal customer base.

The company quickly expanded, opening its first drive-through location in 1994. By focusing on customer service and creating a fun, energetic atmosphere, Dutch Bros Coffee distinguished itself from other coffee chains. The company’s growth was fueled by a franchise model, allowing it to expand rapidly across the western United States.

Business Model

Dutch Bros Coffee operates primarily through a franchise model, with a focus on drive-through locations. This model has allowed the company to maintain a consistent brand experience while expanding its reach. The company emphasizes a strong company culture, with employees known as "broistas" who are trained to provide friendly and efficient service.

The menu at Dutch Bros Coffee includes a variety of coffee drinks, smoothies, and energy drinks, with a focus on customization. The company is known for its secret menu, which includes a wide range of unique drink combinations.

Culture and Community

A Dutch Bros Coffee store in downtown Grants Pass

Dutch Bros Coffee is renowned for its vibrant company culture, which emphasizes positivity, community involvement, and customer service. The company hosts an annual "Drink One for Dane" day, raising funds for ALS research in honor of co-founder Dane Boersma, who passed away from the disease in 2009.

The company also engages in various community service initiatives, supporting local causes and charities. This commitment to community involvement has helped Dutch Bros Coffee build a loyal customer base and a strong brand identity.

Expansion and Growth

Neon sign at a Dutch Bros Coffee location

Since its founding, Dutch Bros Coffee has experienced significant growth, expanding to over 400 locations across the western United States. The company went public in 2021, further fueling its expansion plans. Dutch Bros Coffee continues to focus on opening new locations and entering new markets, with a goal of becoming a national brand.

The company’s growth strategy includes both company-owned and franchised locations, allowing for flexibility and rapid expansion. Dutch Bros Coffee’s emphasis on customer service and community involvement remains central to its business model as it continues to grow.

Products

Dutch Bros Coffee offers a wide range of beverages, including espresso-based drinks, cold brews, teas, and energy drinks. The company is known for its customizable drinks, allowing customers to create personalized beverages. Popular menu items include the "Annihilator," "Kicker," and "Dutch Freeze."

The company also offers a variety of seasonal drinks and limited-time offerings, keeping the menu fresh and exciting for customers. Dutch Bros Coffee’s commitment to quality and innovation has helped it maintain a competitive edge in the crowded coffee market.

Related pages

• Coffeehouse
• Espresso
• Franchising
• Drive-through

Dutch Bros Coffee location in Albuquerque, NM