QSR May 2023

EMERGING BRANDS

ter-over-year and sat in the mid-70 percent range. Manager turnover was in the low double digits and operator turnover was basically nonexistent. In 2022, the chain promoted more than 2,500 workers in the field, up from 1,700 in 2021. And on January 1, Dutch Bros increased wages across all jurisdic tions that rely on the federal minimum wage as their standard. In Barone’s short time with the brand, she’s watched deci sions being made through the lens of the broista (Dutch Bros’ play on words for barista). How will they feel about this? How will this look inside the shop? How do we make time to under stand the hopes and dreams of people on our team? “Taking the time to really listen and understand where someone’s coming from—it feels like that’s throughout the orga nization,” Barone says. “So to me it’s the special sauce that’s hard to put your finger on exactly what it is, but it’s absolutely a feeling that you get everywhere from the shop window, up into the headquarters of Grants Pass.” The same care is given to customers. In 2021, the company launched its first loyalty program, called Dutch Rewards. By Q4 2022, 64 percent of transactions came from rewards mem bers, and there’s room to expand that further in newer stores. Locations open since 2019 have roughly 5 percent lower rewards penetration than restaurants opening before 2019. Within the loyalty program is Dutch Pass, a feature that allows users to pre-load funds and pay through the app. The

benefit is twofold—customers are offered a contactless form of payment and drive-thru speeds improve. In the fourth quar ter, Dutch Bros promoted the Dutch Pass, which doubled the daily average of loads. “I think as we look at the loyalty pro-

“Taking the time to really listen and understand where someone’s coming from— it feels like that’s throughout the organization,” CHRISTINE BARONE SAYS.

 PRESIDENT

CHRISTINE BARONE AND CEO JOTH RICCI ARE CONFIDENT IN DUTCH BROS’ GROWTH TRAJECTORY.

DUTCH BROS (2)

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MAY 2023 | QSR | www.qsrmagazine.com