Why Is It Called Dutch Bros?
Because it was started by two brothers of Dutch descent, Dane and Travis Boersma, dairy farmers from Grants Pass, Oregon who sold their first coffee from a pushcart in 1992.
The windmill in the logo is a nod to the same heritage. It is one of the few big chain names that is exactly what it sounds like.
From a milk house to a pushcart
The Boersmas had spent their lives on the family dairy farm, and the dairy business was getting harder. In early 1992 Dane, then 38, and Travis, then 21, bought an espresso machine and about 100 pounds of coffee and started experimenting in an empty milk house on the farm.
They handed out free samples to friends and family to test their drinks. Within about a month they had a mobile espresso pushcart set up in Grants Pass, and that cart became the first Dutch Bros.
The brothers
| Brother | Role |
|---|---|
| Dane Boersma | The older brother and co-founder. He died in October 2009 after living with ALS, also known as Lou Gehrig’s disease. |
| Travis Boersma | The younger brother and co-founder. He led the company for decades, took it public in 2021 and later became executive chairman. |
Dutch Bros has supported ALS research for years, including annual fundraising for the Muscular Dystrophy Association in Dane’s memory.
The Dutch creed
The brothers also wrote the company’s guiding idea, known as the Dutch creed. It asks staff to be positive and love life to the fullest, to think only the best, to work only for the best and to expect only the best. That upbeat, high energy style is still what Dutch Bros is known for at the window.
The same culture is part of what rival drive thru chains such as 7 Brew are compared against, as covered in why 7 Brew is so popular.
Timeline
| Year | What happened |
|---|---|
| 1992 | Dane and Travis Boersma start selling espresso from a pushcart in Grants Pass, Oregon |
| 2009 | Dane Boersma dies |
| 2018 | TSG Consumer Partners makes a minority investment, with more than 300 shops open |
| 2021 | Dutch Bros goes public on the New York Stock Exchange |
| 2026 | More than 1,000 shops across 24 states |
Who owns the company today is covered in who owns Dutch Bros, and current drink prices are on the Dutch Bros menu.
Related Questions
Why is it called Dutch Bros?
Because it was founded by two brothers of Dutch descent, Dane and Travis Boersma. The family were third generation dairy farmers in Grants Pass, Oregon, and the name described them: the Dutch brothers.
Who founded Dutch Bros?
Brothers Dane and Travis Boersma, who started selling espresso from a pushcart in Grants Pass, Oregon in 1992 after experimenting with coffee in an empty milk house on the family dairy farm.
Where did Dutch Bros start?
In Grants Pass, Oregon, in 1992, as a mobile espresso pushcart. The company later moved its headquarters to the Phoenix area of Arizona.
Why does Dutch Bros have a windmill logo?
The windmill reflects the founders’ Dutch heritage. The Boersma family has Dutch roots, and the windmill has been part of the brand as it grew from a pushcart into a national chain.
What happened to Dane Boersma?
Co-founder Dane Boersma died in October 2009 after living with ALS, also known as Lou Gehrig’s disease. His brother Travis continued to lead the company.
Is Dutch Bros from the Netherlands?
No. Dutch Bros is an American company founded in Grants Pass, Oregon. The name refers to the founders’ Dutch family heritage, not to where the company is from.
More on Dutch Bros
About this guide. USA Food Menu is an independent reference site and is not affiliated with Dutch Bros. History details come from the Oregon Encyclopedia and published company history. Current prices are on the Dutch Bros menu.
More Restaurant Guides
Who Owns In-N-Out Burger?
Lynsi Snyder, the granddaughter of founders Harry and Esther Snyder. She is the company’s president and has been its sole owner since 2017. In-N-Out has never…
Who Owns Five Guys?
The Murrell family. Jerry and Janie Murrell started Five Guys with their sons in 1986, and the family still owns and runs it. It is a private company that grows…
Who Owns Chili’s?
Brinker International, a Dallas based public company that also owns Maggiano’s Little Italy. Chili’s started as a single burger joint in Dallas in 1975 and has…