I love Dutch Bros.
I say that I am not a “chain guy.” When deciding on a restaurant I will try to choose a local restaurant over Chili’s or Applebee’s. Admittedly, I do slip and find myself in a Jimmy John’s or even the occasional Cracker Barrel for breakfast, because well, their awesomeness trumps. (They are also brands comfortable in their own skin, but that’s a topic for another day).
When it comes to coffee shops, I am especially local. I don’t have an anti-Starbucks mentality. In fact, I respect them as a company, but I try to go out of my way to find local coffee shops because I like the atmosphere.
Then there is Dutch Bros. Everything there is to love about coffee shops, they do the opposite, which is fascinating as a marketer.
They break all the rules and I am attracted to it like a bad boy to a water…
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