Dutch Bros and Doppios

 

    As a marketing student who wants to go into independent brand management, I am always thinking about social media marketing. I'll scroll past an ad or post and think about what they could have done better, or I'll see a product at work and think about how I would use social media to market it if that were my job. Determining how to best approach social media marketing comes largely down to knowing your target audience, knowing which platforms they use the most, and knowing what your goals are both long and short term, but there is still so much more to it. So, what exactly does a successful social media brand look like? We'll get to that in a minute, but first, I think its coffee time. If you like strong espresso, try my recipe for an Italian Doppio.

    When looking at brands that succeed in their social media marketing, one of the first companies I tend to think of is Dutch Bros Coffee. In case you aren't familiar with them, Dutch Bros is a chain drive through drink shop based out of Grants Pass, Oregon. Their drink menu is incredibly customizable-- you can get coffee, protein coffee, Italian Sodas, blended drinks, milkshakes, energy drinks, and so much more-- and the combinations are endless. Plus, they have pre-made flavor combinations to choose from with names like Astronaut (blackberry, raspberry, almond), Dinosaur Egg (blue raspberry with strawberry, white chocolate, and almond drizzle), Dragon Slayer (raspberry, blue raspberry, blackberry drizzle), and Laser Cat (raspberry and coconut), just to name a few They don't have it anymore, but my go-to order used to be the Cherry/Amaretto Freeze.

    Anyway, let's move on to:

Tip Number 1

    Decide what type of voice and tone you want your brand to exude. You get to decide what people think of when they think of your brand. Dutch Bros had branded themselves as a company based on kindness. On the Our Story section of their website, the first thing you see reads, "Because of you since '92! We may sell coffee, but we’re in the relationship business. Whether we’re slinging drinks or serving up smiles, Dutch Bros is all about you!" Justin McLaughlin from Brand Credential says this, "The company channels its energy into creating a positive and uplifting experience for its customers. From the moment customers encounter Dutch Bros' vibrant logo and friendly employees, they are immersed in a unique atmosphere of warmth and connection." And he's right-- Dutch Bros baristas are actually called "broistas" and while, yes, their job is to make your drink, they also heavily prioritize positive vibes, and conversation and interaction with their customers. He continues to say, ''By creating a positive work environment, Dutch Bros ensures that its employees genuinely enjoy their jobs and are passionate about delivering exceptional customer experiences. This enthusiasm is contagious and leaves a lasting impression on customers.

    Dutch Bros is known for having a happy, lively, vibrant social media presence despite not being on every platform. In fact, you can only find them on Instagram, Facebook, and Tik Tok, and yet their presence is heavily felt with over 972k followers on Instagram, 1.1m followers on Facebook, and 469k followers on Tik Tok. 

     Now, Instagram is where Dutch Bros really shines, so let me show you a couple of screengrabs. Justin McLaughlin from Brand Credential says, "Dutch Bros' Instagram account stands out as a prime example of effective visual marketing. The account showcases a carefully curated collection of visually appealing photos, featuring the diverse drink offerings and the vibrant atmosphere found in Dutch Bros' stores." And you can see exactly what he means-- Dutch Bros shows us different colors of drinks, different toppings on drinks, different sizes, there are sodas and shakes and coffee and protein coffee-- tis is a company that does not shy away from advertising a multitude of their products, and it works for them. 

    Tip Number 2

    Engage your Audience. One of the best ways to build a successful social media presence is by interacting with your consumers.  Dutch Bros is very tactful with their consumer interactions-- responding to comments, sharing photos sent in by their consumers-- just like when you're in their drive through, Dutch Bros creates a connection and relationship with their customers. This is one of the fastest and easiest ways for Dutch Bros to create repeat business. As Brand Credential points out,  Dutch Bros knows what it means to build and foster those brand-to-consumer relationships, and they're in it for the long haul. 

Tip Number 3

    Build a Better Workplace and Workplace Environment for Your Employees. The Dutch Bros company has been around long enough to understand that happy, confident, and prepared employees (or broistas) tend to equate to good attitudes. Those good attitudes, of course, are what consumers meet as they place and receive their orders. Not only does Dutch Bros offer extensive employee training to bump the confidence of their broistas, but they also create a safe work environment. Justin McLaughlin at Brand Credential says, "by fostering a culture of support, inclusivity, and transparency, Dutch Bros creates a work environment that employees genuinely enjoy being a part of."

    In 2024, social media is everything. Word of mouth now begins with social media, most of our interactions are held there, we get our news from there-- it has the consumer world in a chokehold, and we as consumers? We love it. And now as marketers, business owners, or whatever title you may hold, hopefully you have an idea of what it takes-- and what it means-- to run successful social media. Know your target audience well enough to choose your platforms, 

Thanks for Reading,

    The Caffeinated College Student