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Case | HBS Case Collection | April 2015

Dutch Bros. Coffee: A Compelling Future

by Joshua Margolis and Christine Snively

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Abstract

Travis Boersma, co-founder and President of the Dutch Bros. coffee chain, faces three operational decisions that will shape the company's growth trajectory and distinctive culture. First, should they offer a specialty coffee at a subset of their stores in one region where customers are clamoring for it, contrary to the company's commitment to a consistent experience across all stores? Second, as the company continues to expand, should they roll out an electronic point-of-sale system, which has interfered with customer service in prior pilot tests? Third, how can Dutch Bros. provide opportunities for their best employees, who aspire to own and operate their own franchise stores but often lack the expertise and funding to do so?

Keywords: leadership; culture; Culture and Community; service management; retail; food; managing growth; family business; small business; Leadership; Culture; Food and Beverage Industry; Oregon;

Language: English Format: Print 25 pages EducatorsPurchase

Citation:

Margolis, Joshua, and Christine Snively. "Dutch Bros. Coffee: A Compelling Future." Harvard Business School Case 415-010, April 2015.

About the Author

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Joshua D. Margolis
James Dinan and Elizabeth Miller Professor of Business Administration
Unit Head, Organizational Behavior
Chair, Program for Leadership Development
Organizational Behavior

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More from the Author

  • Case | HBS Case Collection | October 2019

    Leading Bank Leumi into the Future

    Joshua D. Margolis, Allison M. Ciechanover, Nicole Keller and Danielle Golan

    An unlikely but highly effective leader of a traditional bank, Rakefet Russak-Aminoach, simultaneously leads a classic change effort and an unconventional effort to innovate. She focuses her initial energy on making the bank more efficient in the face of industry changes and then rolls out a self-disrupting, independent mobile-app bank, aimed at millennials and designed to anticipate the coming transformation from fintech. The case documents the difficult situation she faced stepping into the CEO role, her change efforts, and her distinctive leadership style and how it has evolved. It ends with the enduring question of when to integrate an incubated business unit that was separate intentionally to spark innovation.

    Keywords: mobile banking; digital banking; fintech; Startup; financial services; artificial intelligence; leadership; innovation; efficiency; Organizational change; personal development; female ceo; Banks and Banking; Mobile Technology; Leadership; Organizational Change and Adaptation; Innovation and Invention; Disruption; Information Technology; Opportunities; Performance Effectiveness; Personal Development and Career; Financial Services Industry; Banking Industry; Israel;

    Citation:

    Margolis, Joshua D., Allison M. Ciechanover, Nicole Keller, and Danielle Golan. "Leading Bank Leumi into the Future." Harvard Business School Case 420-063, October 2019.  View Details
    CiteView DetailsEducatorsPurchase Related
  • Technical Note | HBS Case Collection | January 2013 (Revised October 2019)

    Guide to ISDL Reflections

    Joshua D. Margolis and Sandra J. Sucher

    Citation:

    Margolis, Joshua D., and Sandra J. Sucher. "Guide to ISDL Reflections." Harvard Business School Technical Note 613-077, January 2013. (Revised October 2019.)  View Details
    CiteView DetailsEducatorsPurchase Related
  • Case | HBS Case Collection | September 2019

    Sonia Millar: Negotiating for the C-Suite (Brief Case)

    Joshua D. Margolis and Anne Donnellon

    This case addresses the nuances of gender dynamics and career progression at the top of the organization, where even women who have strong leadership expertise, experience, and alliances with powerful male colleagues still get stuck. Told from the point of view of Sonia Millar, the case explicitly presents two significant challenges: How can Millar sustain her career momentum into the CEO role despite taking on the critical but difficult role of CIO? How can Millar address the potentially antagonistic actions of another business leader who may be another strong contender for the CEO promotion? The case provides the opportunity to discuss influence, action planning, talent management, inclusion, and implicit bias. It is designed to provoke debate in the classroom regarding the phenomenon of gender bias (among other forms of bias) in the workplace. It is recommended for upper-level undergraduates, MBA candidates, and executive education participants in courses focused on organizational behavior, power and politics, leadership, diversity, and career management.

    Keywords: Executives; CEO; promotion; Gender bias; Personal Development and Career; Gender; Diversity; Power and Influence;

    Citation:

    Margolis, Joshua D., and Anne Donnellon. "Sonia Millar: Negotiating for the C-Suite (Brief Case)." Harvard Business School Brief Case 920-555, September 2019.  View Details
    CiteView DetailsEducatorsPurchase Related
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