Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • April 2015
  • Case
  • HBS Case Collection

Dutch Bros. Coffee: A Compelling Future

By: Joshua Margolis and Christine Snively
  • Format:Print
  • | Language:English
  • | Pages:25
ShareBar

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

Culture And Community; Service Management; Retail; Food; Managing Growth; Family Business; Small Business; Leadership; Culture; Food and Beverage Industry; Oregon

Citation

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

About The Author

Joshua D. Margolis

Organizational Behavior
→More Publications

More from the Authors

    • December 2021 (Revised June 2022)
    • Faculty Research

    Darden Restaurants: The Nine Square Feet

    By: Joshua D. Margolis and James Barnett
    • Harvard Business Review

    Is This the Right C-Suite Role?

    By: Anne Donnellon, Joshua D. Margolis and Amy Gallo
    • March 2021 (Revised August 2021)
    • Faculty Research

    Nayana Mawilmada: Transforming Urban Development in Sri Lanka

    By: Joshua D. Margolis and Mahima Rao-Kachroo
More from the Authors
  • Darden Restaurants: The Nine Square Feet By: Joshua D. Margolis and James Barnett
  • Is This the Right C-Suite Role? By: Anne Donnellon, Joshua D. Margolis and Amy Gallo
  • Nayana Mawilmada: Transforming Urban Development in Sri Lanka By: Joshua D. Margolis and Mahima Rao-Kachroo
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College