Dutch Bros Coffee is a drive-thru coffee and beverage company founded in 1992 in Grants Pass, Oregon, where it began selling drinks from a pushcart fitted with an espresso machine. More than three decades on, it operates over 1,000 locations across the United States and sells coffee and espresso beverages alongside other drinks. The company works in coffee retail, food and beverage, and drive-thru quick service.
Its stated emphasis is on building genuine human connections with customers, with every interaction intended to reflect kindness and relationship rather than transaction alone. The company refers to its staff as "Broistas" and describes its culture as authentic and relationship-driven, treating people like family. Its founding principle is "love all, serve all".
Dutch Bros measures success partly by charitable giving, volunteer efforts and community impact, in addition to commercial performance. The business was founded by third-generation dairy farmers, a heritage it links to hard work and reinvention. Its brand symbol is an iconic windmill logo.
