Why the Dutch brothers’ “people first” approach is a blueprint for success

Speed ​​and convenience are the price of entry into the era of hyper-connected customer support, not the difference-makers. The best example of this truth is the one I see every day as a consumer and through the prism of branding, as the president and creative director of a creative agency.

I’m a big fan of the Dutch Bros coffee chain, which is expanding throughout my home state of Texas for good reason. In a space dominated by Starbucks and Dunkin’ Donuts, their punk-rock vibe and social experiences are as much a product as the coffee.

It is on track to soon surpass the 1,000-location mark after nearly doubling in size since going public in September 2021. Earlier that yr, Dutch Bros. opened its first store in the Lone Star State, and today it has 142 stores , and their number is still growing. . The expansion follows a proven formula: experienced operators embodying the Dutch Bros culture relocate to seed recent markets. With over 400 internal operators are in preparation — after spending an average of seven years with the company — Dutch Bros ensures its culture scales with its reach.

So how do you create a similar level of engagement where employees develop into the driving force behind the brand? Dutch Bros’ success is a blueprint for transforming employees into owners of the customer experience.

Make your service stand out from the rest

If you must fully embrace the idea of ​​convenience, consider how Dutch Bros. has opened some of its newer stores with fire escapes so that employees can serve drinks to customers before even opening the window. Combine this with plans to roll out mobile ordering across the country and it’s a quick getaway with your favorite drink in hand.

However, CEO Christine Barone said the time saved could be reinvested implementing more “broistas” to make contact with people standing in line at the checkout or at the window. “When we look at mobile ordering and payments, we think it’s incredibly important that we really maintain our brand differentiator, and that brand differentiator is our services,” Barone said.

This experience shows in numbers that 67% of transactions come from loyalty program members, and the chain enjoys average unit volume of greater than $2 million, which exceeds each Starbucks ($1.8 million) and Dunkin’ ($1.3 million ), albeit with a smaller range. Improving consumer experiences beyond expectations is a proven strategy. Chick-fil-A has also shown that a culture of empowerment and engagement can drive the stunning growth of quick-service restaurants.

Takeaway? This is not a zero-sum game. Design your systems so that performance creates space for connection, not eliminates it. Then, as you set your sights on expansion, be disciplined and, if essential, slow right down to grow as fast as your people and culture allow.

Create a clear development path

Of course, Dutch Bros is not only about people. The brand is also known for its extensive customization options and secret menu. Therefore, as the company grows, the pressure to take care of uniform standards increases.

The Dutch Bros journey begins with an intensive training program that codifies standards for speed, quality and service in what is often known as the “Mafia Manifesto” along with the Employee Handbook. How – explained one of the employees to a reddit newbie: “Focus first on “quality”—the proper fit of each item. Speed ​​comes later. The most vital thing is that although it is a stressful and busy shift, my colleagues can be right next to me and we are going to get through this together.”

In addition to fostering a mutually supportive family dynamic among employees, Dutch Bros provides a development path supported by: as much as $5,250 per yr for education advantages after the first yr. “If you follow a path that drives and motivates you to become a regional operator within the company, you will get to a place where you will earn an extraordinary income.” says co-founder Travis Boersma.

To follow the pattern:

• Start with immersion: Cultural training prior to operational training sends a clear message about priorities stories, standards and shared experiences.
• Build authenticity: Create space for individual expression in your systems – personality mustn’t be scripted.
• Design for growth: Give people a clear path to grow and support staff with tangible resources, similar to education grants.

The lesson here is to supply people with the resources to begin planning for their future from day one on the job. While Dutch Bros has abandoned its traditional franchise model in favor of promoting from inside, Raising Cane’s “Restaurant Affiliate Program” is one other good example of rewarding exertions and vision. Managers at corporate stores in a fast food chain may even achieve net price $1 million in a decade. With such incentives, people will take ownership of each their roles and their culture.

Real product protection

Dutch Bros’ sophisticated approach to development includes removing sites from the pipeline that do not meet investment criteria. This allows the company to focus on locations that give its service culture the best probability of success.

With more strategic market entries and a broad group of experienced operators able to open recent locations, a people-first culture enables smart growth. Even as Dutch Bros rolls out mobile ordering nationwide, it still chooses to limit volume where essential to take care of service levels, proving that in a relationship-based business, every decision must protect your core values.