"When most folks think of "Undercover Boss," they imagine executives donning workplace attire, going incognito, and toiling side-by-side with frontline employees. That's exactly what happens on the Emmy Award-winning reality series, including a November 2013 episode featuring the beloved Dutch Bros Coffee chain. To get the scoop on what really takes place when the boss isn't looking, Travis Boersma, co-founder and then-president of Dutch Bros, impersonated a "broista" (the cheeky company name for baristas.)"
"As part of his undercover assignment, Boersma assumed varying personas and disguises, working as a laborer at an El Salvador coffee plantation, a roaster at the Dutch Bros headquarters in Oregon, and manager as well as barista in various coffee shop locations. To keep him from being recognized by employees, he took on the alias of "Sam Marshall" from Texas. Trading in his usual board shorts for khakis, and sporting a wig and makeup, Boersma morphed into a preppy-style "nerd,""
Travis Boersma, co-founder and then-president of Dutch Bros, went undercover using the alias Sam Marshall to work as a 'broista,' roaster, manager, and laborer. He disguised himself with khakis, a wig, makeup, and a preppy 'nerd' persona to avoid recognition. He worked on an El Salvador coffee plantation, at the Dutch Bros roastery in Oregon, and in multiple coffee shop locations. He observed operations across more than 200 locations and roughly 2,000 employees. He encountered baristas facing personal hardships, store managers stretched thin, and a plantation foreman supporting an amputee son while maintaining supply for customers.
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