Speed and convenience are the price of entry in this hyper-connected age of customer service — not the difference-makers. The best example of this truth is one I see every day as a consumer and through the lens of branding as the President and Chief Creative Officer of a creative agency.
I am a big fan of the coffee chain Dutch Bros, which is exploding across my home state of Texas for good reason. In a space dominated by Starbucks and Dunkin’ Donuts, their punk-rock vibe and social experience is the product as much as the coffee.
This is a company on track to soon pass the 1,000-location milestone after nearly doubling in size since going public in September 2021. Earlier that same year, Dutch Bros opened their first store in the Lone Star State, and today have 142 shops and counting. Expansion has followed a proven formula: Seasoned operators who embody the Dutch Bros culture relocate to seed new markets. With over 400 internal operators in the pipeline — having spent an average of seven years with the company — Dutch Bros ensures its culture scales with its footprint.
Source: Entrepreneur