Dutch Bros Coffee absolutely amazes me b/c they continue to open up new stores and thrive in the ridiculously crowded coffee shop field.
There are many factors behind their success but one stands out above all of the others.
Dutch Bros is an Oregon-based chain of over 800 drive-through coffee shops in the western U.S.
They offer a huge variety of drinks, a lot of sugar, friendly service, and speed (employees take orders in the parking lot when the lines get long).
So what is the factor that helps Dutch Bros excel when so many other coffee chains struggle?
It is their super-friendly employees.
They are hired for their friendliness and then required to smile and actively engage customers at all times.
If they don’t, they are let go.
They are also expected to memorize the entire vast menu, and to also memorize the names of repeat customers.
So there you have it – knowledgeable, engaging, cheerful employees. That is all you need to run a successful business.
Seems obvious, right?
But, how often have you seen Realtors and loan officers keep team members b/c they are so competent, but less than friendly?
We’ve made that mistake a few times and it nearly destroyed our culture and our business.
Lesson learned.
In a client facing business, all team members need to be “Dutch Bros friendly” no matter how competent they are.
Jay Voorhees
Founder/Broker | JVM Lending
(855) 855-4491 | DRE# 1197176, NMLS# 310167
Photo courtesy of: Tuscon Foodie (Credit: Jackie Tran)
