"Like straight up, you get coffee, but they also are the most complimentary and upbeat group of employees I've ever seen. I don't Dutch Bros often, but when I do, it's usually because I need young people to tell me my glasses are wicked, and I'm still cool,"
"They're so sweet and I love it. It's the favorite part of my day,"
"We may sell coffee, but we're in the relationship business. We create genuine connections and radiate kindness every chance we get."
"The culture was a focal point, always, but we really thought we were in the coffee business,"
"But the thing that occurred to me is we were in the relationship business and the product was love. That tipped the scales."
Dutch Bros combines drive-thru coffee with highly upbeat customer service that encourages repeat business. Broistas receive training to treat customers like family and to create genuine connections. The company emphasizes a people-first culture, generous benefits, and clear paths for career advancement to maintain employee enthusiasm. That enthusiasm produces a self-reinforcing loop: energetic staff create appreciative customers who reward the experience with loyalty and return visits. Leadership frames the business as relationship-driven, with the product positioned alongside emotional connection and kindness.
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