While Starbucks and Dunkin’ dominate the American coffee landscape, there’s a rising contender that might surprise you — Dutch Bros. With nearly 900 locations across 17 states, the chain is rapidly climbing the ranks, not just for its coffee, but for its exceptional customer service.
Known for its friendly and engaging staff, Dutch Bros has become a viral sensation, particularly on TikTok. The chain’s enthusiastic and sometimes over-the-top customer service is quickly gaining attention, with videos of staff leaning into cars, chatting with customers, and providing a genuinely upbeat experience circulating widely. It’s reminiscent of Trader Joe’s well-loved “crew” of staff, but Dutch Bros takes it a step further, making service an integral part of its brand identity.
If you haven’t visited a Dutch Bros yet, you may be in for a surprise. The chain offers a broad menu of hot and cold coffee, lattes, cappuccinos, teas, milkshakes, and smoothies, but it’s their approach to customer interaction that sets them apart. The emphasis on creating a positive and engaging environment isn’t just a fluke or a quirky feature at certain locations — it’s central to the company’s ethos and a key aspect of employee training from day one.
Dutch Bros staff are trained to be more than just servers. They are encouraged to be conversational, chatty, and genuinely interested in customers, bringing positive energy with every drink. The company’s CEO, Christine Barone, recently spoke to CNBC, highlighting that this unique focus on customer service plays a significant role in Dutch Bros’ continued success. Barone emphasized that when the company expands into new markets, training employees in their signature customer service style is a top priority.
This commitment to outstanding service isn’t a recent gimmick. It has been part of Dutch Bros’ core values since its inception in 1992. Founders Dane and Travis Boersma made it a point to build relationships with customers, learning their names and engaging in personal conversations, rather than simply selling coffee. This culture of connection continues to thrive across the company today.
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