Editor's note: The PBJ first published this piece in spring 2020 as Covid-19 ravaged retailers, including Dutch Bros. Some 16 months later, here's a look back at how the company, and then-CEO Travis Boersma (that role is now filled by Joth Ricci, but Boersma remains intensely involved with operations) navigated its way toward today's IPO.)
Is Dutch Bros CEO Travis Boersma worried as to how the pandemic will affect the company?
Absolutely.
“Company-wide, everyone's been affected, and we've had all sorts of compromises that we've had to make along the way," Boersma said. "But, we're deemed essential by all seven states we're in and by the federal government. We’ve done our best to adapt to the situation and continue to conduct business."
Boersma’s company is a hit with drivers looking to get a quick blast on their way to work, and all the rage with younger consumers who crave its array of mochas, smoothies and freezes.
The company has inked a multiyear deal with the Portland Timbers that put the company’s logo on the team’s warm-up gear. Plus, Joth Ricci, the former Adelsheim Vineyard president and CEO joined Dutch Bros as president in early 2019.
Ricci’s expertise has helped as the leadership team went into crisis mode.
“We've put some very strategic plans for growth together over the past two years, but we're now flying by the seat of our pants," Boersma said. "We have a lot of strategic conversations but our culture is our priority, as well as making sure our communities are taken care of.”
When the pandemic struck, the company quickly adopted what Boersma calls “a frictionless form of commerce” that keeps workers from touching cash.
It’s also paying hourly employees $3 more per hour, Boersma said.
Dutch Bros has committed its April profits to groups that help COVID-19 first responders and it's giving $1 million to COVID-19 relief efforts.
Such largesse comes naturally to Travis Boersma, who launched the Drink One for Dane offering that benefits the Muscular Dystrophy Association. One day each May, the company donates the day’s proceeds in honor of Dane Boersma, the other founding Dutch Bro who died of amyotrophic lateral sclerosis in 2009.
“Our culture wouldn't be what it is without Dane,” Boersma said. “We called him ‘the wise man.’ His heart, his selflessness and his ability to connect with people and do the right thing as a role model was pretty extraordinary.“
Boersma’s looking to get through the pandemic with similar optimism. Like his company’s prospects, his advice for living life right is gold.
“If you see someone who’s not smiling, maybe do something a little special and give him one of yours.”
Dutch Bros Coffee employs some 12,000 food and beverage industry workers in locations across seven states.
