Dutch Bros.

Business Strategy

By early 2008, Dutch Bros. Coffee had grown from a single coffee cart in Grants Pass, Ore., to more than 100 locations across six states. With continued growth anticipated, Dutch Bros. needed to differentiate itself from other java purveyors with its uber-friendly, fun-loving culture.

LANE  implemented a public relations campaign to clearly define the brand’s identity in existing and new markets, focusing on the company’s strong customer connections and philanthropic endeavors. Press releases and targeted media outreach supported companywide fundraising initiatives, unified messaging was developed for all stores, and individual franchisees were trained to reinforce the culture message with their local media.


LANE secured nearly 250 media results—broadcast and print—in 2008, communicating the Dutch Bros. culture effectively throughout its markets, whether small or large. In just weeks LANE helped grow the Dutch Bros. following on Twitter from a handful to more than 1,000, connecting the brand with targeted consumers and fostering ongoing conversations.

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