Episode 609: Drive-Thru Hospitality: CEO & Co-Founder Darren Spicer on How Clutch Coffee Wins with Service

In this episode of Restaurant Owners Uncorked, Wil welcomes Darren Spicer, co-founder and CEO of Clutch Coffee Bar, a fast-growing drive-thru coffee concept with 17 locations across the Carolinas. Darren shares his journey from bagging groceries to working at Dutch Bros, then taking a leap from a successful medical sales career to build Clutch Coffee with his co-founders. The conversation dives into the brand’s philosophy of serving “positive energy,” its people-first culture, growth strategy, and the importance of authentic customer service as a differentiator in an increasingly transactional industry. Darren highlights lessons learned in funding, location strategy, and leadership while underscoring his belief that hospitality is about genuine human connection, not just speed or convenience.

Key Takeaways

1. Origin Story: Darren’s first taste of customer service came as a teenage barista, which shaped his passion for hospitality.
   
   
2. Dutch Bros Influence: His time at Dutch Bros taught him the value of culture and service, but a shift tp franchising pushed him to start Clutch.
   
   
3. Founding Clutch: In 2018, Darren and two co-founders self-funded Clutch with $500K, opening two stores within four weeks.
   
   
4. Unique Experience: Clutch delivers “positive energy” through upbeat music, face-to-face ordering, and genuine interactions, not just transactions.
   
   
5. Drive-Thru Focus: The model is primarily drive-thru with small footprints, initially built from converted buildings, now expanding with custom builds.
   
   
6. Company-Owned Model: All 17 locations are company-owned to preserve brand consistency and culture, though franchising may be considered later.
   
   
7. Growth Strategy: Targeting 5–10 new stores per year with careful site selection—favoring ease of access, visibility, and commuter-heavy routes.
   
   
8. Customer Base: Average customer is a 33-year-old female, but Clutch appeals to anyone on the move, from students to retirees.
   
   
9. Challenges: Rising coffee tariffs and labor costs require careful pricing strategies while maintaining customer experience.
   
   
10. Leadership Philosophy: Darren emphasizes intentional training, consistent reinforcement of culture, and leading by example to scale hospitality.