Marketing Strategy: Dutch Bros. Coffee Strategy

When you first arrive at a Dutch Bros. Coffee Company location, it is usually slightly overwhelming, especially if you are used to the typical coffee shop atmosphere; a cozy indoor place to sit in peace and quiet while you sip your preferred drink. The line of cars at the drive-thru only coffee shop is typically long, since it is such a popular place, and the initial thought is that you will encounter a long wait, annoyed employees, and thoughtlessly made drinks. What else could you expect with such a small building and a multitude of customers waiting in line? Dutch Bros. is anything but your typical coffee shop, so all of these assumptions, while accurate for some places, are completely off base for this particular company. If you are looking for a coffee shop that is convenient, offers a high level of customer service, and has specialty items such as White Coffee, you need look no further than your local Dutch Bros coffee shop.

The world has a lot of coffee drinkers and many coffee shops to accommodate these people’s needs. There are so many coffee shops that sometimes it’s hard to choose where to go. I have personally experienced many different coffee shops and they are all the same, calm music, sit down places, with the same variety of coffee. I have found a shop that is different, it’s now my favorite place to go for coffee. It just so happens to be Dutch Bros Coffee.

This study gives a brief review of the U.S. and international coffee shop industry. The coffee industry includes 20,000 stores with combined revenue of $11 billion. Approximately 20

Coffee, a cup of Joe, Java or brew, it goes by many names. It can be your morning jump-start or even used as an afternoon pick me up, to be enjoyed alone or with the company of others. It is a drinkable source of energy that is enjoyed in the United States and in many other places around the globe as well. It’s no wonder that coffee is such a popular commodity. Companies such as Starbucks and Peet’s Coffee have revolutionized the coffee shop industry in the United States by making it easy and convenient for consumers to purchase single-serving cups of coffee on a regular basis. Not only is the service quick and convenient, but it also allows consumers the ability to personalize their drinks to make it to their desired preference, making it a more enjoyable experience rather than just having a cup of instant coffee at home. In this paper, I will be exploring the coffee shop industry, which will be defined as firms who sell single-serving cups of coffee to their consumers.

-To consistently provide our customers with impeccable service by demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in our work.

The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.

Leading the industry by providing personal, honest and effective service that results in an advantageous business relationship with our customers, partners and suppliers;

In our society, we can see many different kinds of social setting and one of the most common settings is coffee shop. Indeed, there is at least one coffee shop on each block. According to Coffee Association of Canada, the market size of coffee industry in Canada is more than 6.2 billion dollars. It shows that how big and important this social setting is. Among a lot of coffee shops, Starbucks, Tim Horton, and Second Cup are the biggest and the most popular franchisers in Canada. If the purpose of visiting coffee shop is only for coffee itself, they might have not been grown like these days.

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

As the world’s number one specialty coffee retailer, Starbucks sells coffee drinks, food items, coffee beans, and coffee-related accessories and equipment. In addition, Starbucks sells whole-bean coffees through a specialty sales group and grocery stores. Starbucks has grown beyond coffee into related businesses such as coffee-flavoured ice cream and ready-to-drink coffee beverages. The purpose of this paper is to analyze Starbucks business strategy, customer value proposition, company’s operations and the risks to financial results and reporting in the short term.

Many multinational corporations in the coffee industry have succeeded tremendously such as Starbucks. Each of these corporations has strategies that helped them continue to expand to nations of different cultures, ethnicities, governmental practices, and locations.

Research showed that 54% of the Americans over the age of 18 drink coffee everyday and 62% of the regular coffee was purchased from a coffee shop, rather than homemade. For corporation coffee house chain, Dunkin’ Donuts is developing very well in home base country and has its chains everywhere including Asia. That is why it is chosen to study within this industry for its financial performance.

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

Because of the Netherlands’ geographic advantage, Starbucks has set up a brewing plant and distribution center in Amsterdam in 2002 distributing coffee beans in the region of Europe. A headquarter is also set up is Amsterdam to take in charge of its European market. Interestingly enough, no single Starbucks store was opened in the Netherlands until mid 2007. From the 3rd quarter of 2007, finally two Starbucks stores opened—the first one is in Hilversum inside the Nike HQ, and the second one is in Terminal 1 at Amsterdam Schiphol Airport (European departures). However, only a Nike employee can buy a drink in Hilversum, and in order to buy a drink at Schiphol Airport, customers would need to have a flight ticket to a destination in Europe. In the year-end of 2007, Starbucks again opened two more stores at Schiphol Airport but were before the customs, so that customers would not have to buy an airplane ticket to taste the Starbucks coffee.