The other day I was at the Ashland Dutch Bros grabbing a Chai when in conversation with Nick (The Barista) I learned that Dutch Bros. of Southern Oregon had its own Limousine. This had to be an interesting story… So I set out to find out why.
Dutch Bros started as little coffee stand in Grants Pass, Oregon — years ago. It was started by two brothers who claim to have some degree of Dutch ancestry, though we are not sure if this has ever been officially confirmed, the name stuck however and the business the business began to grow.
Essentially the company has done a really good job mixing fun and good coffee with fast and friendly service. Making fun and having a positive attitude not only a priority but have become a way of life.
Ty Sullivan, owner of the 19 Southern Oregon locations, calls the energy that the business puts out: “DUTCH LOVE.”
Probably most easily described as an experience of driving up to any Dutch Stand at any hour and being greeted with a positive friendly engagement. When you mix this with good coffee, and prompt service It sends you away with a smile.
In an effort to spread the Dutch Love and build the brand identity the company has made stickers, launched it’s own clothing line and teamed up to support all sorts of community events and fundraisers.
Not to mention starting the Dutch Mafia?
You might have you noticed a white van with black tinted windows driving around labeled Dutch Mafia?
Don’t be alarmed, this is just the Dutch Bros delivery van and it’s all a joke!
Think about it, they could have just had a boring white van, but instead, they did something interesting and it has attracted some major attention!
Dutch Bros is growing fast! Currently, with 97 locations, a new location is opening every week. Dutch Bros is not just another company making money though. It’s a launching pad for opportunity and change.
Employees have an opportunity to move up the ranks with the possibility of becoming a franchisee, and get to meet and connect with positive people on a daily basis.
Employees are jazzed and the Dutch Love is spreading.
Take for example Mikey (The Dutch Maintenance Man) he claims to have beaten his alarm clock for the past ten years because he is so excited to go to work.
John Jewell ( A Barista in Central Point) drew a picture as a joke to prove to another employee that he could actually draw, and now it’s in corporate headquarters getting made into a t-shirt.
Even the Sticker Guy in Medford has been helping spread the Dutch Love by making the companies 500,000 or so stickers a year.
This is not about luck. It’s a story about a group of hard-working people who have committed to each other and promised to have fun, provide friendly customer service with a good product.
It’s also about the Southern Oregon community who has financially supported this business to grow and creatively express itself.
So why does Dutch Bros have a limo?
Here’s the answer:
Ty said this three times so I want to make sure to quote him correctly.
“Our employees work their tails off, and we wanted to get something for them as a benefit. We wanted something that nobody had. We bounced some ideas around, and then Mikey recommended that we get a Limo. Two weeks later I called him up and we got a limousine in Portland.
“We then offer this to the employees as a fringe benefit that they can use for birthdays, weddings, special events, prom, etc.”
Now this is Cool, and a reminder that it’s the people that count and you need to take care of them!
So, I ad this as an aside to everyone in Southern Oregon:
Dutch Bros is setting a great model for how business can create positive engagement and do something interesting. This company deserves a big round of applause (and some big tips for all the Baristas).
Remember, it’s your money which has helped spread the Dutch Love and in my opinion this is a good thing. Wouldn’t you like to see a few more Dutch Mobiles cruising around?
You just have to notice!
Additional Resources: Limo Find
Dutch Creed
To be so strong that nothing can
disturb your peace of mind.
To talk health, happiness, and prosperity
to every person you meet.
To make all your friends feel there is something in them.
To look at the sunny side of everything
and make your optimism come true.
To think only the best, to work only for the
best, and expect only the best.
To be just as enthusiastic about the success
of others as you are about your own.
To forget the mistakes of the past and press
on to the greater achievements of the future.
To wear a cheerful countenance at all times
and give every living creature you meet a smile.
To give so much time to the improvement of
yourself that you have no time to criticize others.
To be too large for worry, too noble for anger,
too strong for fear and too happy to
permit the presence of trouble.
