Dutch Bros is doing something pretty cool with their leadership team. Every executive, even the CEO, has to spend two weeks learning how to make the drinks and run the stores just like the regular crew.
It is all part of their growth from within approach. They want the people at the top to really understand what happens behind the counter every day. The CEO herself went through it and the baristas were not shy about correcting her when she messed up. That kind of honesty says a lot about the culture there.
In a world where so many companies keep executives far removed from the actual work, this feels refreshing. It builds respect, keeps standards high, and reminds everyone why the company started in the first place. Solid move by Dutch Bros.
