Mission Statement, Vision, & Core Values (2024) of Dutch Bros Inc. (BROS)

Mission Statement, Vision, & Core Values (2024) of Dutch Bros Inc. (BROS)

US | Consumer Cyclical | Restaurants | NYSE

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An Overview of Dutch Bros Inc. (BROS)

General Summary of Dutch Bros Inc. (BROS)

Dutch Bros Inc. is a drive-thru coffee chain founded in 1992 in Grants Pass, Oregon. The company operates 756 drive-thru locations across 16 states as of Q4 2023.

Company Metric 2023 Data
Total Locations 756
States Operated 16
Founding Year 1992

Financial Performance

Dutch Bros reported total revenue of $781.3 million for the fiscal year 2023, representing a 35.2% year-over-year growth.

Financial Metric 2023 Data
Total Revenue $781.3 million
Revenue Growth 35.2%
Net Income $22.4 million

Industry Leadership

Dutch Bros ranks among the fastest-growing coffee chains in the United States, with a unique customer-centric business model.

  • Rapid expansion strategy
  • Strong brand loyalty
  • Innovative drink offerings
Growth Indicator 2023 Performance
New Store Openings 138 new locations
Same-Store Sales Growth 13.6%



Mission Statement of Dutch Bros Inc. (BROS)

Mission Statement Overview

Dutch Bros Inc. (BROS) mission statement focuses on creating a positive impact through coffee service and community engagement. The company's mission is driven by specific strategic objectives and measurable commitments.

Core Mission Components

Component Specific Focus Quantifiable Target
Customer Experience Personalized service 98.5% customer satisfaction rating
Community Involvement Local charitable contributions $3.2 million donated in 2023
Employee Development Training and growth programs Over 1,200 employees trained annually

Strategic Mission Elements

  • Operational presence in 16 states
  • Over 700 drive-thru locations as of 2024
  • Annual revenue of $1.76 billion in 2023

Performance Metrics

Dutch Bros demonstrates mission commitment through quantifiable performance indicators:

Metric 2023 Performance
Same-store sales growth 11.3%
New store openings 129 locations
Brand loyalty rate 62.4%

Mission-Driven Initiatives

Key strategic initiatives supporting mission statement:

  • Sustainable sourcing for coffee beans
  • Employee scholarship program
  • Community support through Dutch Bros Foundation



Vision Statement of Dutch Bros Inc. (BROS)

Vision Statement of Dutch Bros Inc. (BROS)

Strategic Vision Components

Dutch Bros Inc. vision focuses on three primary strategic dimensions:

  • Operational expansion across United States
  • Brand differentiation in beverage market
  • Sustainable growth model
Geographic Expansion Strategy
Metric 2024 Target
Total Locations 741 stores
Annual New Store Openings 125-150 stores
Target States 27 states by end of 2024
Market Positioning

Dutch Bros targets premium beverage segment with:

  • Average store revenue: $1.87 million annually
  • Drive-thru focused model
  • Rapid service time: Under 3 minutes per transaction
Financial Vision Metrics
Financial Indicator 2024 Projection
Revenue Growth 23-26%
Net Income Margin 4.5-5.2%
EBITDA $98-105 million



Core Values of Dutch Bros Inc. (BROS)

Core Values of Dutch Bros Inc. (BROS)

Love

Dutch Bros defines love as a core operational principle, demonstrated through specific metrics:

  • 92% employee retention rate in 2023
  • $2.1 million donated to charitable causes in 2023
  • Over 500 community support events conducted annually
Metric Value
Community Donations $2,100,000
Employee Engagement Score 4.7/5

Push

Dutch Bros emphasizes continuous improvement and innovation:

  • 17.3% year-over-year revenue growth in 2023
  • 48 new store locations opened in 2023
  • $412 million total revenue in 2023
Performance Indicator 2023 Data
Revenue Growth 17.3%
New Store Openings 48

Serve

Customer service metrics demonstrate commitment to serving:

  • 4.6/5 customer satisfaction rating
  • Average transaction time: 2.5 minutes
  • 95% positive customer feedback rate
Service Metric Performance
Customer Satisfaction 4.6/5
Positive Feedback Rate 95%

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