by Payton Coon
Dutch Bros Coffee was founded by Travis and Dane Boersma in 1992. The brothers came from 3 generations of dairy farmers and wanted to pivot into the coffee industry. In 1992 they bought a single espresso machine and began operating out of a small cart in Grants Pass, Oregon. Now, they have over 400 locations in 9 states. Dutch Bros is the country’s largest privately held drive-through coffee company. They serve hand-crafted coffee and tea drinks all over the western states and are known for their loud music, colorful drinks, and inviting atmosphere. Every employee at the company operates under a set of guidelines called “The Dutch Creed:”
“To be so strong that nothing can disturb your peace of mind.To talk health, happiness and prosperity to every person you meet.To make all your friends feel there is something in them.To look at the sunny side of everything and make your optimism come true.To think only the best, to work only for the best and expect only the best.To be just as enthusiastic about the success of others as you are about your own.To forget the mistakes of the past and press on to the greater achievements of the future.To wear a cheerful countenance at all times and give every living creature you meet a smile.To give so much time to the improvement of yourself that you have no time to criticize others.To be too large for worry, too noble for anger, too strong for fear, and too happy to permit the presence of trouble.”
Their vision statement is that “Dutch Bros strives to be a force for good through outstanding customer service and killer coffee. The company is continuing to grow, sharing the Dutch Luv and opening new shops throughout the nation.” Because each location is franchised, they often work with local organizations to give back to the communities they are in. Companywide events like Drink One for Dane, Dutch Luv, and Buck for Kids are each organized to give a portion of their profits to different organizations. The Dutch Bros Foundation focuses on three core areas: youth, health, and origins.
In 2009, one of the founders, Dane Boersma passed away from ALS. Now, Drink One for Dane is an event they do every May to raise money for ALS research. In 2020 they raised and donated $1.39 million for the Muscular Dystrophy Association, the leading non-profit for ALS research and services. Dutch Luv Day occurs every Valentine’s day, and the3 company gives $1 for every drink sold to local non-profits that work to fight hunger in their community. And lastly, every year on national coffee day, Dutch Bros holds their Buck for Kids event. On this day, every Dutch Bros location donates $1 per drink sold to local youth organizations.
The Dutch Bros company doses a lot for the communities in which they operate, but the information is difficult to find. I think that it would be beneficial for the company to add an “Our Mission” tab to the website so customers can easily find information about all the work they do. Along with this, because they are in the to-go beverage industry, they have a lot of work to do when it comes to their environmental footprint. I also believe that it would be a good idea for Dutch Bros to follow the lead of Portland’s Stumptown Roasters and apply for B Corp certification, so they can get help in figuring out how to be a more responsible brand.