Case | HBS Case Collection | April 2015

Dutch Bros. Coffee: A Compelling Future

by Joshua Margolis and Christine Snively

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
Organizational Behavior

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