Coffee giant Dutch Bros made all of its executives, including the CEO, do a two-week bootcamp where they learned how to pour drinks and run stores

Dutch Bros CEO Christine Barone underwent a rigorous two-week bootcamp alongside other top executives to immerse themselves in the company's operations. This training, a cornerstone of the company's "growth from within" model, has been in place for years and involves hands-on shop training for all Dutch Bros employees. The program aims to enhance hospitality skills, perfect drink recipes, and teach employees about the company's core values of speed, quality, and service.

Barone emphasized that her team is constantly aware of her mistakes, as they point them out during training. This openness fosters a strong culture where employees feel empowered to provide feedback. The bootcamp is named after the Dutch Bros founders, brothers Travis and Dane Boersma, and is designed to instill the company's values and ensure consistency in customer experience across all locations.

Dutch Bros has grown from a humble roadside operation in 1992 to a $7.5 billion coffee chain with 37,000 employees and 1,273 locations across 27 U.S. states. The company has maintained its strong culture despite rapid expansion and the addition of outside investors, partly by having leaders experience the business from the ground floor.