Dutch Bros Coffee has become synonymous with vibrant drive-thru coffee culture, known for its energetic “bro-istas” and a menu brimming with sweet and innovative drinks. But before it became a beloved chain across seven western states, Dutch Bros had much humbler beginnings. The story of where Dutch Bros started is a tale of brotherly love, perseverance, and a simple pushcart in a small Oregon town.
To pinpoint where Dutch Bros started, we need to travel back to 1992, to Grants Pass, Oregon. This town of approximately 35,000 residents, nestled alongside the Rogue River, might seem an unlikely birthplace for a coffee empire. Yet, it was in downtown Grants Pass, right next to the post office and a stone’s throw from the flowing waters of the Rogue River, that the Dutch Bros dream first brewed to life.
The inception of Dutch Bros was the brainchild of brothers Dane and Travis Boersma. Coming from a third-generation dairy farm background, the brothers were seeking a new path as their family farm faced tough times. Travis, after a brief stint at Southern Oregon State College, developed a fondness for mochas from the campus espresso cart. This sparked an idea. While Dane, a Folger’s coffee drinker, was initially skeptical of espresso, a vanilla latte experience changed his mind, and the brothers saw an opportunity in the burgeoning specialty coffee trend of the early 1990s.
With a modest investment of $12,000, Dane and Travis acquired a pushcart and an espresso machine. They christened their venture “Dutch Bros.,” a tribute to their immigrant grandparents, honoring their heritage and laying the foundation for a brand built on family values and connection. Setting up their pushcart in downtown Grants Pass, they began serving coffee.
The early days of Dutch Bros were marked by hard work and an infectious enthusiasm. Within six months, their little cart was already grossing $200 a day. More than just selling coffee, the Boersma brothers were creating an experience. They played music, engaged with their customers, and fostered a welcoming atmosphere. For Travis, after the demanding 2 a.m. milking routines of the dairy farm, this new venture “didn’t feel like work.” This customer-centric and joyful approach became ingrained in the Dutch Bros DNA from its very first location.
Recognizing the growing popularity of cappuccino and sugary coffee drinks, the brothers expanded their offerings and soon added a drive-through location. This move was pivotal, tapping into the convenience culture and setting the stage for the drive-thru model that Dutch Bros is now famous for. As they grew, they took control of their coffee quality, starting to roast their own beans, sourcing from regions like El Salvador, Colombia, and Brazil.
By 1994, the Dutch Bros. concept was proving successful enough to expand beyond Grants Pass. Marty McKenna, a customer from Medford, Oregon, 30 miles away, became the first franchisee. This partnership, though eventually leading to a buyout in 1999 due to differing operational visions, demonstrated the potential of franchising the Dutch Bros model. Dane Boersma, drawing on his past experience as a Dairy Queen franchisee and armed with a franchise law book, drafted the initial Dutch Bros. franchise agreement.
The menu also evolved beyond basic coffee, introducing signature drinks like the Annihilator and sweet smoothies, catering to a broader palate and reinforcing their image as a fun, indulgent treat destination. By 2004, Dutch Bros. had franchised over 50 drive-throughs, a testament to their growing brand appeal and operational model.
Despite facing significant challenges, including a fire that destroyed their roasting plant and office and the devastating diagnosis of ALS for Dane Boersma, Dutch Bros. continued to grow. Dane’s legacy is honored each year with “Drink One for Dane” day, a company-wide fundraising event for the Muscular Dystrophy Association. This resilience and community focus, born from their humble beginnings, remains a cornerstone of the Dutch Bros. culture.
From a single pushcart in Grants Pass to a drive-thru coffee giant, the story of where Dutch Bros started is a compelling example of entrepreneurial spirit and the power of building a strong company culture. The initial location in downtown Grants Pass wasn’t just a place of business; it was the birthplace of a unique brand identity centered on upbeat customer service, employee empowerment, and a sense of community – values that continue to drive Dutch Bros. Coffee today. The legacy of that little pushcart lives on in every Dutch Bros location, embodying the “Dutch Bros. way of life” that started in the heart of Southern Oregon.
