DUTCH BROS MADE ITS CEO AND EXECUTIVES WORK AS BROISTAS

Dutch Bros CEO Christine Barone and the rest of the coffee chain’s top executives had to complete a two-week bootcamp to learn how to pour drinks and run stores. The company requires its senior leaders to work as front-line “broistas” so they understand the daily realities of customer service.

During the training, Barone and her team worked six hands-on shifts at the shops. They learned how to perfect drink orders, deliver on the values of speed, quality and service, and make drinks like the Golden Eagle coffee taste identical every time.

Barone told Fortune that the regular staff did not hold back just because she was in charge. “As I trained, people knew I was the CEO, and our teams would always point out when I was doing something wrong,” Barone said.

She viewed the corrections as a positive sign. “That is one of the magical signs of a great culture that I need to make sure I build upon, because when my team cares so much about the customer that they’re going to tell the CEO that they were doing something wrong, I love that,” she said.

The bootcamp concludes with a “Flow” test covering drink recipes, shop operations, company history, and culture. Executives who fail the exam are required to retake it.

Barone said the company rolled the training out to headquarters staff, particularly those who design new beverages and marketing programs. “Just thinking through: What are all those decisions we’re making that touch where the customer interaction is?” she said.

The program is part of Dutch Bros’ growth strategy, which starts operators on the coffee line before they advance to managing locations. Barone said experiencing the work firsthand helps leaders develop empathy. “Understanding this is the business that we’re in, and so when you have lived it yourself, your ability to understand where others on your team are starting from, you understand what that customer service feels like. That is important,” she said.

The Oregon-based company has come a long way since brothers Travis and Dane Boersma started selling espresso from a pushcart by the railroad tracks in 1992. According to its latest earnings release, Dutch Bros generated $1.64 billion in revenue in 2025, a 27.9 percent increase from the previous year. The chain operated 1,136 locations at the end of 2025 and aims to reach 2,029 shops by 2029.