Coffee’s for Closers!
Understanding the Brand and Becoming an Ambassador
I have found great success in believing in my clients and in the services or products they offer. When it comes to commercial real estate, especially in retail, “location, location, location!” is typically the “golden rule” in most cases. Open a retail location on a busy corridor with high density, strong traffic counts, and it should succeed. While the “golden rule” still holds water in today’s market, it doesn’t guarantee that you will have customers lining up outside the doors. Consumers are becoming increasingly conscious of where they spend their money—frequently measuring their personal ethos against the statement of a given product, or company from which they are buying. Whereas in times past, convenience or getting the biggest bang-for-your-buck, were primary drivers of consumer spending.
A client that has accomplished aligning their core values into their brand and product, is Dutch Bros Coffee—the largest privately held coffee company in the United States, based out of Grants Pass, Oregon.
My first experience with Dutch Bros was about 6 years ago, when I walked into a meeting and was pleasantly surprised to be greeted by a 20-something, plaid wearing gentleman, with an easygoing demeanor, who would later become their architect. I am used to meetings with the industry stereotype: 40+ year old businessman in a suit. While I have never been intimidated by being a businesswoman in this world, my youth, relative to those around me, has felt like a much greater obstacle at times. At the time, I was often competing with brokers and meeting with clients who had more years of experience in this business than I had in life. So, I saw this meeting as a chance to shine and thrive.
About a year later, my point of contact changed—she is intelligent, vocal, and beams with positivity, spreading that “Dutch Luv” in all our meetings. Dutch Bros has created an unmatched culture in their industry, uniquely recognizable, starting with their CEO and executive team at headquarters, all the way to the coffee stands and their “Broistas,” who take your order. Pull into a Dutch stand, and you’re greeted with some genuinely excited variation of, “hey, how’s your day going, where are you headed?”, all with a smile, often before a request for your order is even mentioned. The culture exists because their hiring and training represents who they are at all levels, and is supported by a model that promotes from within, and gives back to the communities in which they operate—Dutch gives 10% of all sales back into communities they operate in. The way Dutch Bros runs is something to be proud of, and their employees know the impact they have with each interaction and honor that.
I knew by analyzing their unique model that embodying their culture when negotiating was going to be key to their success in the Las Vegas Market Roll out. I preach it at city meetings, and stand my ground when landlords are pushing for higher rents. Less expenses equal higher profits, and higher profits equals more money going back to our community. I am not just their broker; I am proudly their brand ambassador…an honorary “Dutchy” if you will. Since our first meeting, Dutch Bros has gained a huge following in what once was a new market to them and has opened 16 locations, with 5 under construction and several more in the works. Dutch Bros is special—and to think, I didn’t even talk about the impressive quality of their coffee, low price point, or my favorite drink!