Behind the Coffee Cup: The Culture of Community at Dutch Bros

At the core of Dutch Bros' culture is the belief in spreading positivity. This philosophy, often referred to as 'the Dutch way,' manifests itself in various aspects of the company, from employee interactions to customer service. Employees, known as 'Broistas,' are encouraged to cultivate a cheerful environment where smiles and friendly conversations are part of the daily routine. This commitment to positivity is not merely a corporate slogan—it’s a crucial part of their training. New hires undergo a comprehensive onboarding process that emphasizes the importance of customer engagement. They learn to greet every customer with enthusiasm, creating an inviting atmosphere that encourages people to return not just for the coffee but for the experience. The positive vibes are contagious; customers leave the shop feeling uplifted, often sharing their own stories of how a simple conversation with a Broista brightened their day.

Community Engagement: More Than Just Coffee

Dutch Bros prides itself on its community involvement. Each location often takes on its own personality, reflecting the local culture and community needs. Broistas actively engage in charitable efforts, whether it’s organizing fundraisers, participating in local events, or simply offering a listening ear to regular customers who become part of the Dutch Bros family. One striking example of this commitment is the annual 'Dutch Luv Day,' where 100% of sales from a specific day are donated to local nonprofit organizations. This initiative not only raises significant funds for various causes but also strengthens the bond between Dutch Bros and the communities it serves. In 2022, Dutch Bros raised over $1.2 million on Dutch Luv Day alone, supporting local charities focused on youth programs, health and wellness, and education. Employees often share heartwarming stories of how their efforts have made a tangible difference in the lives of those around them, reinforcing the idea that Dutch Bros is more than just a coffee shop—it’s a community hub.

Employee Stories: Making a Difference

Behind the smiles and lattes, there are countless stories of Broistas who have made an impact in their communities. Take, for example, the story of Jenna, a Dutch Bros employee who organized a fundraising campaign for a local animal shelter. Inspired by her love for animals and the support of her team, Jenna spearheaded an event that not only raised significant funds but also increased awareness about the shelter's needs. Her initiative not only helped the shelter but also fostered a sense of teamwork and purpose among her colleagues. Another story features Mike, who started as a Broista and used his experiences to launch a successful nonprofit aimed at helping underprivileged youth. He attributes much of his drive and passion to the supportive environment at Dutch Bros, where he learned the importance of community and giving back. His journey exemplifies how the culture at Dutch Bros can inspire individuals to pursue their dreams while making a positive impact. These stories are a testament to how the company empowers its employees to take initiative and lead community-focused projects.

A Lasting Impact

The culture of community at Dutch Bros is a powerful force that extends beyond the coffee cup. It creates a workplace where employees feel valued, encouraged, and empowered to make a difference. This culture not only enhances employee satisfaction and retention but also fosters loyalty among customers, who appreciate the brand's commitment to making a positive impact in their lives and communities. As Dutch Bros continues to grow, the challenge will be to maintain this unique culture while expanding into new markets. However, with a strong foundation built on positivity, community engagement, and the inspiring stories of its employees, Dutch Bros is well-positioned to continue making a difference, one coffee cup at a time.