Having a Bro Culture w/ Drew Rees with Dutch Bros Coffee



Shownotes

(0:37) Intro

(2:22) Introducing Drew Rees

(4:42) Dutch Bros culture

(7:10) Adapting to the pandemic

(9:23) Embracing the drive-thru model

(11:32) Facility management with Dutch Bros

(13:21) Difficulties of the drive-thru model

(14:35) Positive bro culture

(15:52) Utilizing technology to streamline operations

(20:17) Drew’s expectations for 2021

(27:51) Wrap up


Quotes

“We’re a fun-loving, mind-blowing company that’s making a difference one cup at a time. Right? There is such an air of positivity around here. I’ve never experienced it before coming here. I mean, you get elements of it and you get moments of it with other companies, but everyone here is focused on working hard, being good - being great really, and very very customer focused. Everything is about the customer. You know, every department is trying to figure out how they can impact to make that customer experience great.” (5:01)


“When you drive onto one of our sites, it’s like coming to a real small party, and you’ve just been invited.” (14:23)


Links

Shawn Black

Drew Rees

Dutch Bros Coffee


Book Recommendations

https://www.amazon.com/Misbehaving-Behavioral-Economics-Richard-Thaler/dp/039335279X



Having a Bro Culture

It is not difficult to argue that the foodservice industry has taken the hardest hit from the pandemic’s effects. Restaurants, bars, and coffee shops across the country were forced to drastically alter and adapt their business models to accommodate a climate focused on slowing the spread of COVID-19. Unfortunately, many establishments did not survive, but many have found a way to thrive within new circumstances.


Dutch Bros Coffee relied on its strong company culture of harmony and unity, as well as its inclination for innovation to continue to grow throughout a challenging year. Luckily for Dutch Bros, only 4 of the company’s 70 locations utilized a walk-in model. The business did have to shut down walk-up windows until it could build a contingency plan, but it has been able to continue full operation of its drive-thru model throughout the pandemic.


While Dutch Bros was able to maintain consistency with its drive-thrus, it could not avoid change entirely. In fact, looking at the pandemic as an opportunity for innovation is one of the main contributors to the business’ success. All Dutch Bros locations pivoted away from the punch-cards they previously used to track customer rewards, instead opting to take advantage of available technology. Now, the company is working towards using an app to keep track of customer rewards.


The business also leaned into innovation by transitioning to a menu and ordering system centered around iPads. It is rare to find a standard land-line in a Dutch Bros location. Building around technology in such a way has allowed the company to stay connected and in-tune during a time where travel was limited.


While innovation and embracing technology deserves credit for helping Dutch Bros thrive in such a time, the company’s culture has also been an essential factor. From the CEO on down, Dutch Bros focuses on working hard and ensuring the customer has a positive experience. Each shop maintains a positive energy, and customers can feel that through the drive-thru. In many cases, this welcoming atmosphere is what has kept customers coming back.


“We’re a fun-loving, mind-blowing company that’s making a difference one cup at a time. Right? There is such an air of positivity around here. I’ve never experienced it before coming here. I mean, you get elements of it and you get moments of it with other companies, but everyone here is focused on working hard, being good - being great really, and very very customer focused. Everything is about the customer. You know, every department is trying to figure out how they can impact to make that customer experience great.” (5:01)


It can be challenging to find positive things to reflect on in what has been a tumultuous year for many. Still, Dutch Bros Coffee is an excellent example of how businesses innovate and learn to survive in the future. The company is planning on opening a shop in its 11th state, Oklahoma, this coming year. To learn more about Dutch Bros Coffee, click here.

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