QSR May 2023

EMERGING BRANDS

Across 30 years, Dutch Bros has grown from a pushcart to the third-largest coffee chain in the U.S. It wouldn’t have gotten there without its not-so-secret weapon— building a people-first culture.

On September 15, 2021, Dutch Bros cofounder and executive chairman Trav Boersma stood center stage on the floor of the New York Stock Exchange, donning sunglasses and a “Rage Against the Machine” T-shirt—emblematic of his company’s rebellious beginnings. With a gavel in his right hand, Trav used his left to count down and prepare a chant. He and the team surrounding him shouted “DUTCH” while the crowd responded “BROS.” Shortly after, he reared back the gavel well above his head and smashed it against the sound block four times. He then lifted the gavel straight into the air and turned to both

 DUTCH BROS VALUES ENGAGEMENT AND FACE TIME WITH ITS CUSTOMERS.

www.qsrmagazine.com | QSR | MAY 2023

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