Disclosure
Dutch Bros decided to grant franchises exclusively to internal employees
“And we got to grow from within and from within only with the people who understand the culture that have the fire in their belly.”
Assertion Supported
Boersma: Dutch Bros operators can make six-figure incomes running one store
“I mean, you can earn six digits on just one store when you get to a given community, drive your stake in the ground, and, you know, so I love that we can have those opportunities for people to climb into those seats, and we have an infrastructure to support th…”
Disclosure
Boersma: Dutch Bros halted franchising in 2008 to protect company culture
“And, you know, we made a decision back in 2008 to only grow from within and not sell franchises any longer to anybody else, because while some people had great business acumen, teaching the culture and scaling the culture. That's just different in nature.”
Assertion Supported
Boersma: Dutch Bros has reached 975 coffee shop locations
“Yeah, we're at nine 75.”
Disclosure
Boersma: Dutch Bros avoided DoorDash to focus on internal mobile ordering
“We refrained from DoorDash all these years, and mobile order has been a big deal for us, and order ahead, and that's what we've incorporated just this last year.”
Assertion Not checkable as stated
Boersma: Dutch Bros' first coffee cart cost $12,000 all in
“Our first car all in was 12 grand.”
Assertion Not checkable as stated
Boersma: Steaming pre-blended chocolate milk solved Dutch Bros' mocha consistency
“It was already blended, it already held true, and when we steamed, it was faster, it was more consistent, it was amazing.”
Assertion Not checkable as stated
Boersma: Dutch Bros made $65 revenue and $30 profit on day one
“Very first day we did 65 dollars.
And we were slapping high fives, man. I mean, we profited, we figured, like, 30 bucks.”
Assertion Not checkable as stated
Boersma: First Dutch Bros expansion partner offered $500 monthly licensing fee
“And legitimately, he said, look, I'd be willing to give you 500 dollars a month to use your name, and I'd sign a business license agreement if you want, and if you guys teach me how to make everything, I'll use all the products and buy them through you, and le…”
Assertion Not publicly verifiable
Boersma: Dutch Bros bought out partner for $1.2M at 7% interest
“And, but we took the plunge and we gave him, he carried the paper, 1.2 million at seven percent.”
Assertion Supported
Boersma: Early Dutch Bros franchisees paid $30k fee and bought wholesale beans
“And, you know, franchise owners would take all of their own money invested into a fully equipped mobile unit, and that didn't require any capital from us, and we would get a franchise fee of, say, like, 30 grand. And then we'd get royalties, and they'd buy the…”
Disclosure
Dutch Bros froze franchise expansion in 2008 to re-evaluate growth
“2008 was probably the time where we made the heaviest, I made the heaviest decisions that I ever made in my life with the company, and We decided to draw a line in the sand and stop our growth with franchising and evaluate how we best should grow”
Assertion Supported
Dutch Bros had never closed a store for poor performance
“I mean, we'd never closed a store because it didn't perform.”
Assertion Supported
Boersma: Dutch Bros has 320 qualified internal operators with 4.5+ years experience
“We've got 320 qualified operators that aren't in those capacities yet that have more than four and a half years of experience today.”
Assertion Not checkable as stated
Travis Boersma: Late Brother Dane Sold Dairy Queen for $60K Profit
“He was doing well with it and having a ton of fun and making a lot of money, and he ended up selling it and taking a 60,000 dollar profit, and I think he reinvested that money in cows on the dairy farm and began to take the lead role and run the farm.”
Assertion Not checkable as stated
Boersma: Family exited dairy farming due to unaffordable DEQ environmental compliance fines
“There were some environmental regulations with the DEQ, and they gave us a certain timeline to become compliant with it. And if you didn't adhere to that timeline, you'd have a fine monthly that you'd have to pay, and we couldn't afford that, and we got to the…”
Assertion Not checkable as stated
Boersma: Nordstrom asked $5,000 for a dilapidated espresso cart
“I got there, and they pulled it out of storage, and it was just dilapidated, beat to hell, and they said they wanted 5000 dollars for it, and I wouldn't have given them 500 for it.”
Assertion Not checkable as stated
Dutch Bros secured its first cart location in Grants Pass for $150/month
“So, we showed him what we'd give to Fred Meyer, and he looked at it, and he said, I'm completely down. If you guys want to put it here, it's a 150 bucks a month.”
Assertion Supported
Boersma: 2004 Dutch Bros warehouse fire destroyed everything, including roasters
“And we literally lost everything, including the roasters.”
