dutch bros Creed

Challenges For Dutch Bros.

Why Dutch Bros...

Locally:

Mohawk incredibly small

Transitioning between managers

Company wide:

Consistency

• Each member of our team has been to a Dutch Bros. location and has enjoyed their experience
• Emma - one of our team members - is a current employee which allowed us access to management
• Dutch Bros - while still focusing on the bottom line - is extremely dedicated to donating money to nonprofit organizations - including local food banks, Muscular Dystrophy Association, American Cancer Society, & Boys and Girls Clubs of America
• The Dutch Creed

SWOT ANALYSIS

• Have fun
• 2 Positives for 1 Negative

Dutch Bros. Creed

Weaknesses

Opportunities

• Red cup controversy (Starbucks)
• More locations
• Expansion of Dutch Bros. products

• Small menu
• Training efficiency and inconsistency between stands
• Can't franchise in Oregon
• Employee only franchising
• Hard to move up in company

“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; and to be too large for worry, too noble for anger, too strong for fear, and too happy to permit the presence of trouble.”

Strengths

Threats

• International companies (Starbucks)
• Lack of convenient paying and reward system
• Lack of global brand recognition

• Lower Prices compared to other specialty competitors ( Starbucks)
• Positive Company Image
• "Bro-ista" Culture
• Loyal Customer Base
• "The Customer is Always Right" Motto
• 100% success Rate for franchises currently

Planning Process

Monthly Meetings

• Upcoming Specials-recent ones include national coffee day
• Rules that need to be enforced

What is Dutch Bros?

FUN FACT: There are over 200 stands in operation and not a single stand has ever been closed!

• Largest, privately-held, drive-thru coffee business in the United States
• Known for its energetic employees, fun atmosphere & tasty beverages
• They have tons of specialty coffee drinks
• Currently in 7 states
• Founded in 1992 in Grants Pass, Oregon
• Founded by dairy farmers & brothers

Recommendations For Dutch Bros.

References

• Standardized training and company policies among all franchises
• Increased advertising
• Implementation of Dutch Bros. App

“Dutch Bros. Coffee: About Us.” Dutch Bros. Coffee. 2015. Web. 10 October 2015.

<http://www.dutchbros.com/aboutus>

Jones, Ryan. Personal Interview. 18 Nov. 2015.

Dutch Bros:

Three core Values

Leadership Style at Dutch Bros

• Speed
• Quality
• Customer service

The customer is always right!

BE A LEADER, not a boss!

By: Ben Gallinson

April Julian

Christina Julian

Antonio Ordaz

Layne Pendleton

Emma Wyant-Fassihi

Any Questions?