Publications
Publications
- April 2015
- HBS Case Collection
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
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.
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