Dutch Bros. – Coffee is for Closers

CLOSERS Coffee is for

Understanding the Brand and Becoming an Ambassador

By Angelica M. Clemmer

CCIM – Sorrentino Retail Group a Division of R.O.I. Commercial Real Estate, Inc.

Ihave found great success in believing in my clients. When it comes to commercial real estate, especially in retail, “location, location, location!” is typically the “golden rule”. Open a retail location on a busy corridor and it should succeed. While this rule still holds water in today’s market, it doesn’t guarantee customers. Consumers are becoming increasingly conscious of where they spend their money—frequently measuring their personal ethos against the statement of a given product or company from which they are buying. In the past, convenience, or getting the best deal, were primary drivers of consumer spending.

A client that has accomplished aligning their core values into their brand and product, is Dutch Bros Coffee—the largest privately held coffee company in the United States, based out of Grants Pass, Oregon. I am used to meetings with the stereotypical 40+ year-old businessman. While I have never been intimidated by being a businesswoman in this world, my youth, relative to those around me, has felt like a much greater obstacle at times. My point of contact at Dutch Bros is intelligent, vocal, and beams with positivity, spreading that “Dutch Luv” in all her meetings. Therefore, I saw this meeting as a chance to shine and thrive.

Dutch Bros has created an unmatched culture in their industry, starting with their Executive team and continuing all the way to their “Broistas.” Pull into a Dutch stand, and you’re greeted with some genuinely excited variation of, “hey, how’s your day going, where are you headed?”, all with a smile, often before a request for your order is even mentioned. The culture exists because their hiring and training represents who they are at all levels. It continues with a model that promotes from within and gives back to the communities in which they operate—Dutch gives 10% of all sales back into those communities. The way Dutch Bros runs is something to be proud of, and their employees honor that impact with each interaction.

I knew that embodying their culture was going to be key to our success in the Las Vegas Market rollout. I preach it at city meetings and stand my ground when landlords are pushing for higher rent. Greater profits for Dutch Bros means more money back to our community. I am not just their broker; I am proudly their brand ambassador…an honorary “Dutchy.” Since our first meeting, Dutch Bros has gained a huge following. We have opened 16 locations here, have 5 under construction and several more in the works. Dutch Bros is special—and I haven’t mentioned the impressive quality of their coffee, low price point or my favorite drink!

Be sure to visit 1 of their locations for your next cup of coffee and get ready to close some deals for your business!

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