How I Built This with Guy Raz
Dutch Bros. Coffee: Travis Boersma
Jun 26, 2023
Travis Boersma, co-founder of Dutch Bros Coffee, shares his inspiring journey from a coffee cart in Oregon to a billion-dollar franchise. He recounts the brotherly bond that fueled their passion and creativity, even as they faced early challenges from local competition. The conversation takes a poignant turn as Travis opens up about personal tragedies, including an ALS diagnosis in the family, which tested their resilience. They also dive into the evolution of espresso culture, sparking a light-hearted debate about American versus Italian coffee.
01:17:32
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Quick takeaways
- Dane and Travis Boersma started Dutch Bros with no knowledge of espresso and grew it into a $500 million IPO.
- Dutch Bros expanded through franchising but had to pause growth in 2008 to focus on quality and brand principles.
Deep dives
The Birth of Dutch Bros and the Early Years
Travis and Dane Borsma, brothers who were entrepreneurial and had a passion for coffee, started Dutch Bros in Grants Pass, Oregon. They began with an espresso cart and quickly grew, opening more locations through franchising. However, the early years were not without challenges, including a fire that destroyed their inventory and equipment, and Dane's health issues, eventually leading to a diagnosis of ALS. Despite personal struggles, Travis was determined to keep the business afloat and provide for Dane's family.
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