Key milestones in the history of Dutch Bros. Coffee
1992: Opening the first location
2019: Hiring Joth Ricci as president and bringing on Keith Thomajan as chief of staff.
This family has persevered through difficult times and through exciting times of significant growth. How does the Boersma family stay connected to celebrate the business and honor the founders while running a large company?
Our family is still engaged on a day-to-day basis. The whole family; those that work at DB actively and those that don’t. We meet on a quarterly basis to discuss the business, and all of the kids are around the same age, so we spend time together at family gatherings and sporting events, etc.
How have quarterly family meetings benefited the family? And the business?
What advice do you have about working with family members in a family business?
Communicate, communicate, communicate. It’s not always easy, but understanding the common goal, outcome, and result you’re after and ensuring that’s still a priority to everyone. If it becomes not a priority to someone then we need to reevaluate. We have to have open ears and eyes and be willing to hear each other out. You don’t want it to be a surprise if something major happens. Everyone should be updated.
What role does the family play in creating the personal culture and connection with more than 12,000 employees?
We hold a culture event twice a year, called COACHA. All the family members live out the culture on a daily basis, and that trickles down. Every member of the family is engaged in Dutch Bros, whether through working for the company, or being a regular “customer” at the stand.