Where Did Dutch Bros Start?
Dutch Bros Coffee, now a well-known name across the western U.S., started out really small. Its story isn’t just about business success; it’s also about community, culture, and a drive to do things better.
In this article, we’ll explore where Dutch Bros began and take a look at its history.
Where Did Dutch Bros Start?
Dutch Bros Coffee was founded in Grants Pass, a small town in Rogue Valley, Oregon, in 1992. It was the creation of two brothers, Dane and Travis Boersma, of Dutch descent.
The family came from a third-generation dairy farm, and the brothers found themselves at a crossroads: their family dairy business was going downhill due to market pressures and changing regulations.
They put up $12,000, bought a pushcart, one espresso machine, and made a big commitment to customer service. That’s how the first Dutch Bros mobile stand was born.
Early Days of Operation
Dutch Bros started by offering free samples in front of local retailers. The pushcart quickly became a town favorite for its great coffee and good vibes. Within a year, the brothers upgraded to a drive-through espresso stand to meet the growing demand for convenience without sacrificing quality.
From day one, it wasn’t just about selling coffee—it was about creating a positive customer experience. The company quickly built a loyal following in Grants Pass, drawing long lines of customers who appreciated both the drinks and the upbeat atmosphere.
How did Dutch Bros grow so fast?
After 1994, Dutch Bros began expanding. They avoided traditional marketing and instead focused on word-of-mouth and strong community engagement.
The brand’s growing popularity inspired aspiring entrepreneurs in other cities to replicate the experience.
Franchising began in 2000. Rather than open it up broadly, they allowed only a select few, usually loyal employees or local community members to open new stores.
This selective model helped Dutch Bros maintain its culture and quality, only granting franchises to those who truly embraced the brand’s values.
Dutch Bros Culture
What makes Dutch Bros stand out is its employee-first, customer-obsessed culture. They call it “Dutch Luv”—a commitment to great coffee, good vibes, and kindness.
Each stand operates more like a community hub than a typical fast-food stop. Employees, known as “Broistas,” are trained not just in making drinks but also in creating genuine, positive interactions. This approach has built a loyal fan base and a great reputation.
Milestones and Growth Trajectory
Dutch Bros didn’t just grow—it boomed.
Here’s a quick timeline of major milestones:
| Year | Milestone |
|---|---|
| 1992 | First coffee pushcart opened in Grants Pass, Oregon |
| 1994 | First permanent drive-thru stand opened |
| 2000 | Began franchising |
| 2004 | Over 50 locations across Oregon and neighboring states |
| 2010 | Reached 135 stores in seven states |
| 2017 | Celebrated 25 years with over 275 locations |
| 2021 | Went public on NYSE under ticker $BROS |
| 2023 | Surpassed 750 locations across 14 states |
Dutch Bros Headquarters
Despite national growth, Dutch Bros still has its headquarters in Grants Pass, Oregon. Keeping the base there reflects the company’s loyalty to its roots and founding principles.
The town proudly associates itself with Dutch Bros, which remains a major employer and supporter of the local community.
Community Initiatives
From the beginning, Dutch Bros has made giving back a key part of its mission. Each store is encouraged to host fundraisers and charity events.
Notable programs include:
- Dutch Luv Day – Held every February 14, benefiting local food banks
- Drink One for Dane – Annual event honoring founder Dane Boersma, raising funds for ALS research
- Buck for Kids Day – Proceeds from drinks go to youth organizations
These efforts reflect the company’s deep commitment to people, not just profit.
The Dutch Bros Menu: More Than Just Coffee
While coffee is still the core, Dutch Bros has expanded its menu to include:
- Espresso drinks (lattes, mochas, americanos)
- Cold brews and Nitro-infused coffee
- Rebel Energy Drinks (a signature offering)
- Frosts (milkshake-style beverages)
- Teas, lemonades, and smoothies
- Hundreds of flavor combinations and syrups
This variety keeps customers coming back and sets the brand apart from competitors.
Dutch Bros Hits the Stock Market
In September 2021, Dutch Bros went public under the ticker $BROS on the New York Stock Exchange. It was one of the biggest IPOs in food and beverage that year, raising nearly $484 million.
The move marked the start of a bold expansion strategy, with plans to open over 4,000 stores nationwide. Still, the company has pledged to keep its culture-first approach.
Conclusion
Dutch Bros Coffee started with a simple pushcart in Grants Pass, Oregon. Today, it’s one of the fastest-growing drive-thru coffee chains in the U.S., built on a foundation of culture, consistency, and connection.
More than a coffee brand, Dutch Bros is a movement rooted in community and driven by purpose. Its journey proves how strong values and genuine human connection can lead to incredible success.
