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

Ever wonder what drives your favorite coffee shop beyond just serving your daily caffeine fix? For Dutch Bros Inc. (BROS), it's more than just coffee; it's a commitment etched in their mission, vision, and core values. But how do these statements translate into real-world performance, especially when the company's 2024 total revenues grew by 32.6% to $1.28 billion compared to $965.8 million in 2023?

Do these values resonate with their financial achievements and strategic growth? As Dutch Bros aims for $1.555 billion to $1.575 billion in revenues for 2025 and plans to open at least 160 new shops, let's delve into the foundational principles that guide this rapidly expanding coffee chain and see if they align with the company's financial trajectory.

Dutch Bros Inc. (BROS) An Overview of

Dutch Bros Inc. (BROS), headquartered in Grants Pass, Oregon, was founded in 1992 by Dane and Travis Boersma. Originating as a pushcart near the railroad tracks in Grants Pass, the company has expanded to include drive-thru coffee shops across multiple states. Dutch Bros is known for its specialty coffee drinks, smoothies, teas, and energy drinks. As of April 2025, the company operates over 800 locations across 14 states and continues to grow. The company differentiates itself through a focus on customer service, employee training, and community involvement.

In the fiscal year 2024, Dutch Bros reported record-breaking revenue, driven primarily by strong performance in its core beverage categories and successful expansion into new markets. The company's revenue increased to $966.1 million, a 27% increase compared to 2023. This growth was supported by the opening of 164 new shops, bringing the total to 831 shops across 16 states. Same shop sales also increased by 5.1%, demonstrating continued customer loyalty and effective marketing strategies. The company's focus on innovation and customer experience has translated into tangible financial results.

As a prominent player in the drive-thru coffee industry, Dutch Bros Inc. has distinguished itself through its unique company culture and commitment to quality. To understand the key elements that define the company's strategic direction and contribute to its success, explore the mission, vision, and core values that guide its operations. Find out more about the investors profile here: Exploring Dutch Bros Inc. (BROS) Investor Profile: Who’s Buying and Why?

Dutch Bros Inc. (BROS) Mission Statement

The mission of Dutch Bros Coffee is 'to fuel and uplift the lives of our customers and communities through our commitment to quality, service, and relationships.' It strives to create a welcoming and inclusive environment where everyone feels valued and appreciated.

Another version of the mission statement is: 'To love, serve, and make a difference in the lives of others.'

A shorter mission statement is: 'To make a massive difference, one cup at a time.'

This mission is more than just brewing coffee; it's about creating memorable experiences and a positive impact. Sustainability and ethical practices are integral, demonstrated by sourcing ingredients responsibly, reducing waste, and supporting environmentally-friendly practices.

Core Components of the Mission Statement

The mission statement is composed of three core components:

• Quality: A commitment to excellence in everything, from sourcing the finest ingredients to providing a consistently delicious experience.
• Service: Putting customers at the heart of the business, aiming to deliver exceptional experiences and build lasting relationships through positive interactions.
• Relationships: Building authentic connections with customers, employees, and communities, fostering a culture of kindness, positivity, and inclusivity.

Vision Statement

The vision statement of Dutch Bros Coffee is 'to create a world where people feel valued, inspired, and loved. We strive to be a beacon of positivity in the communities we serve, spreading joy one cup of coffee at a time.'

Another version of the vision statement is: 'To be the most loved and respected coffee company in the world.'

The vision encompasses a commitment to quality, innovation, and exceptional customer service, setting the standard for excellence and creating memorable experiences. Dutch Bros' vision extends to the communities of origin where they source their coffee, helping people develop and grow.

This vision influences company growth by guiding strategic decisions for sustainable expansion and driving customer-centric operations and service excellence.

Core Values

The core values of Dutch Bros Coffee are the foundation of the company's actions and decisions. These values guide interactions with customers, employees, and communities, creating a positive impact and building meaningful relationships.

The core values include:

• Quality: Providing the highest quality hand-crafted beverages, sourcing the best ingredients to ensure a delicious and consistent experience.
• Service: A commitment to providing the best experience and positively interacting with everyone.
• Speed: Aiming to make every interaction quick and efficient with a personal touch.
• Relationships: Building authentic connections with customers and fostering a culture of kindness and positivity.

These values are reflected in the company's commitment to philanthropy, sustainability, and diversity, equity, and inclusion.

Dutch Bros is committed to diversity, equity, and inclusion in its company, aiming to cultivate an inclusive environment of love, acceptance, and kindness.

For the fiscal year 2024, Dutch Bros reported total revenues of $1.28 billion, a 32.6% increase compared to $965.8 million in 2023. The company opened 151 new shops in 2024, with 128 being company-operated, across 18 states.

Read more about Dutch Bros Inc. (BROS) financial health: Breaking Down Dutch Bros Inc. (BROS) Financial Health: Key Insights for Investors

Dutch Bros Inc. (BROS) Vision Statement of

Dutch Bros Inc. operates with a clearly defined mission, vision, and set of core values that guide its business operations and strategic decisions. Understanding these elements provides insight into the company's goals, culture, and how it positions itself in the competitive coffee industry. As of the fiscal year 2024, these guiding principles remain central to Dutch Bros' identity and growth strategy.

The mission statement of Dutch Bros is 'Make a Difference, One Cup at a Time.' This statement reflects the company's commitment not only to serving high-quality coffee but also to creating a positive impact on its customers and communities. The focus is on the personal connections made through each interaction, emphasizing service and community engagement over solely transactional business practices.

• Community Engagement: Dutch Bros actively participates in local events and charitable activities.
• Customer Experience: Striving to make every customer interaction memorable and positive.
• Quality Products: Ensuring that the coffee and other beverages served meet high standards.

Dutch Bros' vision is to be 'a force for good.' This vision extends beyond simply selling coffee; it aims to influence the broader community positively. The company seeks to create a culture of giving back and making a difference in the lives of its employees, customers, and the communities it serves. This vision aligns with the increasing consumer preference for businesses that demonstrate social responsibility.

This vision is supported by several key initiatives:

• Sustainable Practices: Implementing environmentally friendly practices across its operations.
• Ethical Sourcing: Ensuring that coffee beans and other ingredients are sourced responsibly.
• Employee Development: Investing in the growth and well-being of its employees.

Dutch Bros' core values are the principles that guide the company's actions and decision-making. While the specific core values can evolve, they generally include:

• Speed, Quality, and Service: Ensuring efficient service without compromising the quality of the products or the customer experience.
• Integrity: Maintaining honesty and transparency in all business dealings.
• Enthusiasm: Fostering a positive and energetic work environment.
• Accountability: Taking responsibility for actions and outcomes.

These values are reflected in how Dutch Bros operates daily, from how employees interact with customers to the company's broader strategic initiatives.

Understanding Dutch Bros Inc.'s mission, vision, and core values provides a comprehensive view of what the company aims to achieve beyond financial success. It highlights their dedication to community, customer satisfaction, and ethical business practices, which are crucial for maintaining a strong brand reputation and customer loyalty. To delve deeper into the investment aspects, consider exploring: Exploring Dutch Bros Inc. (BROS) Investor Profile: Who’s Buying and Why?

Dutch Bros Inc. (BROS) Core Values of

Company's mission statement is 'Make a Difference One Cup at a Time.' This encapsulates the brand's focus on not just serving coffee, but also on creating positive impacts in the communities it serves. The company's vision is to be a driving force in the coffee industry, known for its exceptional customer experience and commitment to social responsibility. These statements guide the company's strategies and influence its corporate culture.

Here’s a look at some of the core values that drive Company:

Speed, Quality, and Service

Company emphasizes speed, quality, and service in its operations. This value is about providing customers with efficient service without compromising the quality of the product or the customer experience. For Company, it means consistently delivering high-quality beverages quickly and with a friendly attitude.

• Speed: Company aims to serve customers efficiently, reducing wait times and ensuring a fast-paced service.
• Quality: The company is committed to using high-quality ingredients and maintaining consistent preparation standards across all its locations.
• Service: Friendly and attentive customer service is a priority, with baristas trained to create a positive and personalized experience for each customer.

Integrity

Integrity at Company means conducting business with honesty, transparency, and ethical behavior. This value ensures that the company builds trust with its customers, employees, and stakeholders. Integrity influences how Company makes decisions, from sourcing ingredients to interacting with the community.

Examples of Company's commitment to integrity include:

• Ethical Sourcing: Ensuring that coffee beans and other ingredients are sourced from suppliers who adhere to fair labor practices and environmental sustainability.
• Transparent Communication: Openly communicating with customers and employees about company policies, practices, and performance.
• Accountability: Taking responsibility for actions and decisions, and implementing measures to correct any mistakes or shortcomings.

Love

Company integrates love into its business by creating a welcoming and inclusive environment for both employees and customers. This value is reflected in the positive interactions and the sense of community fostered at Company locations. Love, in this context, means showing care, respect, and appreciation for everyone involved with the brand.

Company demonstrates its commitment to love through:

• Community Involvement: Participating in local events and supporting community initiatives to give back and show care for the neighborhoods it serves.
• Employee Support: Providing employees with opportunities for growth, development, and recognition, fostering a positive and supportive work environment.
• Customer Engagement: Creating a friendly and welcoming atmosphere in its shops, where customers feel valued and appreciated.

Impact

For Company, impact is about making a positive difference in the lives of its employees, customers, and communities. This value drives the company to implement initiatives that promote social responsibility and environmental sustainability. Impact is measured by the tangible benefits Company brings to society and the environment.

Initiatives that demonstrate Company's focus on impact:

• Philanthropic Efforts: Supporting charitable organizations and causes through donations, sponsorships, and volunteer work. For example, Company’s Drink One for Dane day raised over $2.3 million in 2024.
• Sustainability Programs: Implementing eco-friendly practices to reduce its environmental footprint, such as using sustainable packaging and conserving energy.
• Community Development: Investing in programs that support local communities, such as education, health, and economic development initiatives.

More information about Company can be found here: Dutch Bros Inc. (BROS): History, Ownership, Mission, How It Works & Makes Money