Public relations research portfolio created during the spring

2023 semester for

Dutch Bros

Jocelynn Pearson — JMC 436 — Walter Cronkite ASU

Dec. 6, 2023

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 TABLE OF CONTENTS

Introduction 3
Report 1: backgrounder 4
Report 2: audit 10
Report 3: interview 24
Report 4: Survey 29
Memo 5 35
Report 5 43
Recommendations 49
Conclusion 51
Appendices (A-G) 52
References 91

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 Introduction

This portfolio is meant to showcase all of the work that the researchers completed
for JMC436 throughout this 2023 fall semester. The client that was chosen to focus
on through the semester was Dutch Bros. Dutch Bros is a drink company that is
made for people who are on-the-go. Dutch Bros’ mission statement is, “It’s our
mission to make a massive difference, one cup at a time.”

Everything that you will find down below was done for a class project. Thus meaning
that this work was not affiliated with Dutch Bros nor produced in partnership with Dutch
Bros andDutch Bros has no idea that this research was done.

Throughout the semester, we completed a total of 10 different assignments relating to

Dutch Bros and they are all showcased down below. You will find that my role for this
class was one of the researchers working to find more information about Dutch Bros.
This means that I was doing things like managing the instagram impressions, sending out
surveys, and actively interviewing people.

Additionally, everything that you see down below is in order of when it was completed in
the year, based on the number attached to the title(report 1 was first, then report 2, and so
on). The first thing that you will find is the client backgrounder and the last thing that you
will find is the references used throughout this portfolio. Throughout this portfolio, the
reader will see graphs, recommendations, statistics, interviews, questions, and much
more. I hope you enjoy everything that the researchers were able to complete this
semester!

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 Report 1: Backgrounder
Client Information
○ Dutch Bros
○ Grants Pass, Oregon : 110 SW 4th Grants Pass, OR 97526
○ 541-955-4700 (the phone number of the headquarters. There are over 350
different locations and each one has a different phone number to contact).
Relevant Management team members:
○ Travis Boersma - Cofounder and Executive Chairman
○ Christine Barone - President
○ Rilynn Davis - PR Lead
○ Tana Davila - Chief Marketing Officer
○ Brian Maxwell - Chief Operating Officer
○ Mission Statement: “Dutch Bros is taking meaningful and measurable
action in philanthropy; sustainability; and diversity, equity and inclusion
to drive us toward our vision of making a massive difference, one cup at a
time. We are committed to creating a better future for each of our
employees, customers and communities.”
History:
○ Dutch Bros was started in 1992 in Grants Pass, Oregon. It originally was
there to be a pushcart by the railroad tracks for passengers boarding and
exiting the train. People started to love it. In 2000, the first franchise
opened and then quickly spread all through the northwest. In 2006, Dutch
Bros started to host company-wide givebacks, which shows how seriously
they take their mission statement. In 2012, Dutch Bros introduced their
Rebel drinks, which you can customize. This was where they really got
popular. Now after they have officially taken over the Northwest, in 2021,
they started opening more locations in the Southeast. Now they are
proudly serving drinks in California, Arizona, Texas, Oregon, Oklahoma,
Washington, Colorado, Idaho, Nevada, Utah, New Mexico, and
Tennessee.
Client Description (The Four P’s)
○ Product:
■ Teas
■ Coffees

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 ■ Rebels
■ Freezes
■ Sodas
■ Smoothies
■ Lemonades
■ Pup cups (whip cream for doggies)
■ Small snacks like a granola bar or different kinds of muffin tops.
■ Merch (water bottles, mugs, coffee, coffee presses, etc)
○ Price (how does your client make money)
■ Dutch Bros has been doing amazing this year, in terms of
bringing in money. So far they have reported a net income of
$9.7 million for the second quarter of 2023. Last year during
this quarter they reported -$1.75 million. Dutch Bros generates
its money in various ways like:
○ Selling drink products
○ Selling small food items
○ Donations
○ Giveback days
■ One thing I found super interesting is that Dutch
Bros does not participate in any company-wide
sponsorships or partnerships.
■ The average price for a drink starts at $3 for a small drink,
$3.50 for a medium drink and $4 for a large. However, that is
fully the average. If you customize your drinks, which is their
speciality, you get charged quite a bit based on how many
things you are customizing in your drink. In regards to the
small selection of food that they sell, those are anywhere from
$2-$5 per item. For the food items there are no customizations
you can make to them.
■ One thing that is very important here is that you are
not able to see how much any item is online. The
only way for you to see the average prices is to
actually go and order. However, when you go onto
their website, you can see every nutrition fact about
every single one of their products.
■ Financial summary

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 ■ Revenue/Profits/Finances: Dutch Bros is a public
owned company. During this most recent quarter of
the year (ended June 30, 2023) Dutch Bros opened
38 more shops and their quarterly revenue
increased 34% to $250 million. If we take the same
quarter but from last year, 2022, they only had
$186.4 million. This quarter their
company-operated shop gross profit was $52.1
million. The company-operated shop revenues
increased 37.7% to $221 million. For the full year
they are estimated to have $225-$250 million in
capital expenditures.
■ Shareholders/Investors: Dutch Bros is owned by
institutional shareholders and Dutch Bros insiders.
Some of the largest shareholders Victoria J. Tullett,
Joth Ricci, Travis Boersma, and John Patrick
Graham. Dane Boersma was the first person to
invest/finance the company. He put down the first
$12,000 to get it started, which was when it was
just a pushcart in downtown Grants Pass in 1992.
○ Place (how does your client sell its products)
■ As of Aug. 15, 2023, Dutch Bros has 853 locations. This is
where they are making essentially all of their money. As stated
before, Dutch Bros does not participate in any form of
sponsorships or partnerships. This means that they do not use
social media influencers of any kind. Now, you are able to get
Dutch Bros delivered to you, but you have to be using the app.
Dutch bros is not offered on Postmates, DoorDash, or
UberEats, in Arizona. Dutch bros also sells some merch. They
have mugs, coffee makers, presses, water bottles, and more.
There are 12 things available for you to purchase online,
through their website, and then it will be shipped right to you.
○ Promotion (how does your client communicate to its consumers)
■ Instagram:https://www.instagram.com/dutchbroscoffee/?igshid
=MzRlODBiNWFlZA%3D%3D

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 ■ Twitter(X):https://twitter.com/dutchbros?s=11&t=29vKSNiYd
jUqrqEMfs661Q
■ Facebook: https://www.facebook.com/DutchBros
■ Press Release: https://www.dutchbros.com/news-events
○ This is where Dutch Bros launches all of their new menu
items and articles. Their articles are a wide variety of things
like: new items, summer updates, new combos to try, and
much more. On this website you can also get a media kit if
you’d like to.
■ Media Kit(advertising): https://www.dutchbros.com/media-kit
○ If you wanted to work with Dutch Bros and help their
marketing/advertising journey, this is where you would go
to get more information.
■ News: https://investors.dutchbros.com/news/default.aspx
○ This is where all of their important media stories are. You
can find their most recent published articles and you can
also go back and choose the year and category for a more
refined search!
Industry Analysis
○ Industry Overview
■ Dutch Bros is in the Drive-thru restaurant industry/Retail
coffee/Retail beverage industry. This industry is very big and
Dutch Bros is working its way up to being one of the biggest
competitors in the industry.
■ Some of the major players in the industry are:
● Starbucks
● Peet’s Coffee
● Caribou Coffee
● The Coffee Bean
○ Consumer Analysis
■ The main audience that Dutch Bros is trying to reach are
younger generations. They are looking to reach High School
students and College Students. Demographically, their
customers are more women dominated, as 67.1% are women
and 32.9% are men . Additionally, for their employees, there

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 are much more women than men as 65% of the staff are
women and 35% of the staff are men. This does not shock me
because of the personalities that they are looking for when
hiring. You have to be super outgoing, almost in an annoying
way. As of July 21, 2023, the demographics based on race
looked like this: 66.5% White, 20.7% Hispanic/Latino,
3.7%Black/African American, ETC. The geographic groups
do not matter to Dutch Bros, in fact they don’t even participate
openly in politics because they want everyone to be able to
come there and enjoy their products. All audiences are
important!!
○ Competitor Profile
■ You would think that Starbucks would be Dutch Bros’ main
competitor, however they are not nearly as close to rivals as
one might think that they are. This is because Starbucks is a
much bigger chain than Dutch Bros is. Starbucks has over
35,000 stores in 80 different countries. Dutch bros aren't even
in all 50 US states. With that being said, their biggest
competitor is Peet’s Coffee. Peet’s coffee has 329 stores in the
US. Peet’s Coffee is a huge coffee company that specializes in
different kinds of coffee. They also have a select selection of
teas in store, like black and green. They are similar in what
coffees they sell but they are very different in all other
products they have. They both have drive-thrus but their food
menu is completely different. Finding Peet’s Coffee food
menu was very difficult, as I am still not familiar with what
they have to offer. However, there is a Peet’s Coffee in the
SkyHarbor Airport and there are many food options available.
Research Objective
○ The problem that I would like to look into more is growing their active
rewards user members. Throughout this entire background research, I
haven’t found anything super important about the rewards program, like if
it’s worth it, if it’s important, or if it is a waste of time to download the
app.
Research Questions
1. What age range of people know about the Dutch Bros rewards program?

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2. How often is Dutch Bros posting about their app and reward?
Additionally, is it making people aware or are people mainly downloading
it based on word of mouth?
3. How can posting more on social media obtain a bigger audience to learn
about Dutch Bros and what they have to offer?

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 Report 2: Audit
Introduction
The following communications audit tracks Dutch Bros’ social media strategies through
its social media platforms and the company’s earned media. This audit also compares
Dutch Bros’ social media strategies to its biggest competitor, Starbucks Coffee.
Throughout this audit, the questions at hand are: What does Dutch Bros social media
engagement look like? How often does Dutch Bros engage with their followers/audience?
What kind of content does Dutch Bros prioritize?
Methodology
The data collected throughout this audit was found through the research period of Aug.
28 to Sept. 27, 2023. The information gathered was used from Rival IQ and Muck Rack.
Rival IQ was used to find out all of the numbers or quantitative data. This website gave
specific information about the posting times, dates, engagements, graphs and more. Muck
Rack was used to find all of the articles or qualitative data. This website gave detailed
information about the mentions of Dutch Bros and details on the company’s social media
presence.
Dutch Bros’ Current Strategy
● Social Media: Dutch Bros posts regularly to all of its social media accounts
including Instagram, Facebook, Twitter, TikTok and LinkedIn. Youtube is not on
this list because Dutch Bros does not post on Youtube regularly. Based on the
research done, it seems that Dutch Bros only posts on Youtube on time a month
and sometimes not at all. The most engaging social media channel is TikTok with
445.7 thousand followers. Dutch Bros’ post content varies from drink content,
brand promotion, to humorous videos about the company. This style of posting is
reflected on all of their social media channels.
● Traditional Media: Dutch bros has been mentioned in 150 articles during the
month-long research period and 18 of those are unique articles(Muck Rack 2023).
Article coverage typically consists of new locations opening, recent donation
drive/fundraiser and upcoming events for the company.
● Press Releases: Dutch Bros posted seven press releases during the time frame of
Aug. 28 to Sept. 27, 2023. All seven of these were posted through their own
website. Six out of seven of these press releases were about new drinks that were

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 being released or had something to do with their drink menu in general. The other
press release was about donations that were received through a campaign that was
going on. (Dutch Bros, 2023)
● Key messages: Dutch Bros is a very outgoing brand that really enjoys being
involved with their customers and followers. It is always posting videos with their
customers, posting bright and happy photos, while always keeping a very exciting
and happy social media presence. On top of this, they only hire people who have
the same attitude. This way Dutch Bros can keep its messaging the same no matter
if it's when someone is interacting with an employee or just reading Dutch Bros’
post on one of their social media platforms.

Social Media Strategy

Facebook (you can ignore this one because it is extra)
Dutch Bros’ Facebook account has 1,038,604 followers as of Sept. 27, 2023. Dutch Bros
posted 18 times within the research period and received lots of engagement. Its posts
received 29,261 reactions/likes, 10,109 comments and
5,045 shares according to Rival IQ. This platform
averaged posting four times a week or 0.57 posts per
day and averaged 1,625 likes, 561 comments and 280
shares per post. A lot of its posts were actually cross
posted on all of their social media platforms as well.

All the content that was posted reflects the products

Dutch Bros has to offer and it includes things happening
outside of Dutch Bros. For example, Dutch Bros held a
donation fundraiser for kids in youth organizations. This
event got more than $960,000 donated to “Help fund
brighter futures”(Dutch Bros Press Room, 9/22). When
looking at the Dutch Bros social media pages, the posts
are very bright and happy. This goes across all social
media platforms, signifying its company voice and
message.

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While Dutch Bros is receiving a lot of likes, comments and shares on all of their social
media posts, the comments are surprisingly high. The figure on the left shows how much
Dutch Bros cares about its customers. Dutch Bros is replying to its customers and making
personalized connections based on what the customer has stated. In fact, this isn’t just on
Facebook, Dutch Bros makes it a priority to reply to their followers and customers on
each of their social media platforms.

Instagram - Dutch Bros

Dutch Bros’ Instagram account has 923,953 followers as of Sept. 27, 2023. Dutch Bros
posted 20 times between Aug. 28 to Sept. 27, 2023 and
had an engagement rate of 394,628 according to Rival
IQ. Dutch Bros posted 4.52 times a week which
translates to 0.65 posts per day. Through that posting,
Dutch Bros received 391,883 likes and 2,745 comments
on its Instagram posts.

Although Dutch Bros mainly posts about the drinks that

are offered, the most liked photo on their instagram is
not one that is showing off their drinks. In fact, the
most liked photo on Dutch Bros’ Instagram is a photo
about a donation that they were having on Sept. 15,
2023. This post alone reached 48,687 likes according to
the Dutch Bros Coffee Instagram.

Not only did Dutch Bros post photos on their

Instagram, it also posted reels to keep their followers
engaged. Dutch Bros posted seven Instagram reels
achieving 2,991,000 views from Aug. 28 to Sept. 27,
2023. These reels are separated into its own section on
the instagram app but it is also available to see on the main page of the company.

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The majority of the comments on the Instagram posts were positive and related to the
drink that Dutch Bros was showing off in the first place. There also were a lot of
comments about how followers wished that Dutch Bros would expand to other states
because of how good the drinks look.
Key Findings: Dutch Bros Instagram
The key finding, qualitatively, for Dutch Bros’ Instagram would be the imagery and post
tone. The images that are being used in every post have bright colors, bold drinks, and
smiling customers or workers. The post tone is always super happy and uses a lot of
emojis. The quantitative key findings make it clear that when Dutch Bros release a new
drink or host an event, those are the posts that obtain the most engagement. As seen
above, this post received the highest engagement rate during the research time period
because it was about a fundraiser that was being held.

TikTok - Dutch Bros

Throughout the research period of Aug. 28 to Sept. 27, 2023, TikTok was Dutch Bros’
most engaging channel according to Rival IQ. Dutch Bros has 445,500 followers and
posted 21 videos during this period. In total, Dutch Bros acquired 597,103 total
engagements on TikTok. Dutch Bros posted on TikTok 4.75 times a week or 0.68 posts
per day. Dutch Bros obtained 457,808 likes,
3,561 comments and 45,734 shares between all
21 posts. On a smaller scale, these TikToks
averaged 21,800 likes, 169 comments and 2,177
shares per post individually.

Dutch Bros is very emoji heavy when

responding to customers, followers and
commenters. Dutch Bros stays very in touch
with the norms of social media language and
what the younger generations are into these days.
Dutch Bros also works very closely with making

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sure that they are present on social media but not just with posting, but with responding
to what people are saying about their posts.

As you can see above, Dutch Bros receives a lot of comments in regards to people
wanting Dutch Bros in their city and state. As you can see by the response, Dutch Bros
lets the commenter know that they hear what they are asking for and that they will be
looking into it. On top of this, Dutch Bros uses an emoji in every comment and uses an
exclamation point to make it more lighthearted and fun. This comes across very genuine
and as if Dutch Bros is very engaged in what the people have to say.
Key Findings: Dutch Bros TikTok
Qualitatively, the key finding for Dutch Bros’ Instagram posts was the comments. Dutch
Bros was actively taking the time to answer questions and respond to the people who
were commenting on their posts. Quantitatively, the key finding involved the post
engagement. The post engagement on Dutch Bros’ TikTok was increased when Dutch
Bros was responding to the comments.

Traditional Media Analysis - Dutch Bros

Overview:
Through the research period, Aug. 28 to Sept. 27, 2023, Dutch Bros was mentioned in
media articles 722 times. Out of those 722 articles, 116 of them were classified as
“unique”, according to Muck Rack. Through these articles, there were a total of 2,045
engagements and had 11 different journalists share this link through Twitter(Muck Rack
2023).

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The majority of the articles written within the last five days were in regards to a new
store opening that had some trouble in the past. Beyond that, there are an extensive
amount of articles written about the fundraiser that Dutch Bros just hosted and the
amount that they received in donations.

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Key Findings:
Based on the pictures above, the qualitative finding is the article tones and the sentiment
expressed. In all of the articles that posted above, when the article is about the new store
that reopened, the post tone was very happy and warm. Additionally, the headlines are
very eye-catching because it immediately tells the reader that there was a crash and that
was the reason why that location had closed in the first place. Quantitatively, the key
finding was where these articles were being written and published. Just looking at the
first page of articles, 12 out 25 articles were from Washington. The state that came in
second place based on the first page of articles was New Mexico and Texas both with two
articles.

Competitor: Social Media Analysis - Starbucks

Instagram - Starbucks
Starbucks has 18,184,475 followers as of Sept. 27, 2023 and was the most engaging
channel according to Rival IQ. Starbucks posted 41 times throughout the research period
which was Aug. 28 to Sept. 27, 2023. Starbucks averages 25,053 likes and 191 comments
per post. This number may be skewed a little high
because Starbucks made a post revealing the new fall
drinks which got a lot of attention.

This post alone achieved 105,463 likes. Like this post, a

lot of Starbucks posts are drink dominated. This means
that the main posting that Starubcks is doing focuses on
the menu that they have to offer. Looking at the
comments on the Instagram posts, Starbucks does a
very good job at making a personal connection with the
person they are responding to. In fact, Stabucks replied
to at least one comment in every post throughout Aug.
28 to Sept. 27, 2023.

Starbucks also started to post reels in addition to just

posting the normal Instagram photo. Throughout the

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research period, Starbucks posted 20 reels. Essentially, half of what Starbucks posted
during this time was split down the middle between picture posts and video posts. The
videos got way more engagements with an estimated over 14 million views on the reels
combined.

TikTok - Starbucks
Throughout Aug. 28 to Sept. 27, 2023 Starbucks posted on TikTok a total of 22 times and
has 2,100,000 followers according to Social Blade.
Starbucks also has an estimated like count of
10,500,000.

On the cover of each video that Starbucks posts on

TikTik, there are always words on it. This is a simple
way that when people are scrolling through the
company’s TikTok, they are able to see what the video is
about without having to watch it. Additionally,
Starbucks either has an item in their hand from
Starbucks or they are talking about the brand. Out of the
22 posts during this time period, there are only five posts
that don’t have a drink on the cover photo. So, 88% of

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the Starbucks’ posts on TikTok have their own drink merchandise as the cover photo.

The comments on the TikTok page are very different from the Instagram page. Starbucks
replies to commenters way less on their TikTok page compared to the Instagram page.
Most TikTok posts only have one comment from Starbucks and some don’t have any at
all. This is most likely because TikTok is not where they are getting the most
engagement. In fact, Starbucks’ TikTok page is only averaging 41 comments per post.

Competitor: Traditional Media Analysis - Starbucks

Overview:
Between the research period of Aug. 28 to Sept. 27, 2023, Starbucks was mentioned in
media articles 5,160 times. Out of the 5,160 articles, 1,479 of them were considered
“unique”, according to Muck Rack. Starbucks articles achieved a total of 30,580 total
engagements with an average of 5 engagements per article. On top of that, 236 journalists
have additionally sent out a thread on twitter that gave the link to one of the articles
above. Based on the research of looking through some of the articles, there are two topics
that seem to be very publish worthy right now: The CEO making changes and the winter
menu got leaked.

Key Findings:
Quantitatively, one of the key findings is that Heather Haddon has written two of the
most viewed and read articles that have been published. Additionally, they did not get
published for the same company and they are also about two different topics. In addition,
Starbucks media articles are viewed way more often than the Dutch Bros media articles.
Qualitatively, the key findings are primarily about article tone and headline meaning. All
of the article headlines are very straight to the point and immediately grab your attention

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by using language that everyone can understand. The tone of these articles are also very
informative and give the reader a very good sense of what is going on.

Competitor Analysis

C.A. from Aug. 28 to Sept. 28, 2023 Dutch Bros (client) Starbucks (comp)

FACEBOOK

Total number of followers 1,038,604 35,376,941

Total number of page likes 1,039,024 36,395,147

Average number of posts per day 0.6 0.73

Number of posts during the 30-day period 18 22

Average number of engagements per post 44,478 11,085

Average number of comments per post 10,109 1,821

Average engagement rate - -

Percent change of followers in the past 30 0.24% (positive)

days

Tone of posts Informative/Fun Friendly/Stylish

INSTAGRAM

Total number of followers 923,953 18,184,475

Average number of posts per day 0.65 1.37

Number of posts during the 30-day period 20 41

Average number of engagements per post 19,731 25,244

Average number of comments per post 137 191

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Average number of likes per post 19,594 25,053

Average engagement rate 2.16% -

Percent change of followers in the past 30 2.43% (positive) 1.64% (positive)

days

Tone of posts Bright/Loud/Happy

TIKTOK

Total number of followers 445,500 2,100,000

Total number of views - -

Average number of posts per day 0.68 0.71

Number of posts during 30-day period 21 22

Average number of engagements per post 24,146 -

Average number of comments per post 169 41

Average number of likes per post 21,800 -

Average engagement rate 5.60% (negative) -

Percentage change of followers in the past 5.15% (positive) 3.33% (positive)

30 days

Tone of posts Funny/Exciting Aesthetic/happy

TWITTER

Total number of followers 201,000 10,900,000

Average number of posts per day 0.35 0.35

Number of posts during the 30-day period 12 11

Average number of engagements per post 11,048 269,000

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Average number of comments per post 8 105

Average number of likes per post 198 1,477

Average engagement rate - -

Percentage change of followers in the past - -

30 days

Tone of posts Boring/ Straight to Funny/Promotiona

the point l

YOUTUBE

Total number of subscribers 5.01 thousand 397,000

Total number of video views N/A 4,508

Average number of posts per week N/A 1

Number of posts during 30 day period 0 4

Average number of engagements per post N/A N/A

Average number of comments per post N/A Turned off

Average number of likes per post N/A N/A

Average engagement rate N/A N/A

Percentage change of followers in the past N/A N/A

30 days

Tone of posts N/A Educational

Conclusion
Throughout this audit, there was a lot of telling data found. Starbucks is way more
popular in a sense of people knowing them. For example, if you take a look at the data,
Starbucks blows Dutch Bros out of the water when it comes to followers. It also became

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quite clear that many people are really looking forward to Dutch Bros expanding to more
states and cities. Dutch Bros receives comments on every post, especially ones about new
drinks, asking them to come to a certain city or state. Dutch Bros’ Instagram and TikTok
have more of an aesthetic touch to it and more of a bright vibe that you can see through
the screen. If you have every been to a Dutch Bros, you know that their employees are all
extremely outgoing. Their Instagram and TikTok pages are making sure that the same
vibe is shown all the way to you - even if it’s not in person. Overall, both of these
companies do a great job at posting on social media and keeping in contact with their
followers!
Going back to the research questions, it is very clear that all three of those have been
answered with the 12 pages of research above.
Research Question Answers:
What does Dutch Bros social media engagement look like? Dutch Bros’ social media
engagement looks like TikTok is where they get the best results. This is also where Dutch
Bros shows off its personality the most and achieves the most in getting their product out
there.
How often does Dutch Bros engage with their followers/audience? Dutch Bros does their
best to keep in contact with their followers. In fact, on TikTok Dutch Bros responds to
more than one person per post and makes the reply very personalized.
What kind of content does Dutch Bros prioritize? Dutch Bros prioritizes bright and happy
photos. They keep their Instagram and TikTok very organized and full of smiling faces.
On top of that, there are always photos of their beverages, customers, and employees as
well! It really makes Dutch Bros seem like a family and very trustworthy.

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 Works Cited
Bros, D. (2023, September 25). News & events. Dutch Bros.
https://www.dutchbros.com/news-events

For journalists and public relations. Muck Rack. (n.d.).

https://muckrack.com/coverage-reports/

YouTube. (2023). Dutch Bros. YouTube.

https://www.youtube.com/@DutchBrosTV/videos

Dutch Bros Coffee. (2023). LinkedIn.

https://www.linkedin.com/company/dutchbroscoffee

Rival IQ. (2023). Instagram Overview.

https://app.rivaliq.com/overview/instagram

Social Blade. (2023). Instagram User - Starbucks.

https://socialblade.com/instagram/user/starbucks

Rival IQ. (2023). TikTok Overview.

https://app.rivaliq.com/overview/tiktok

Starbucks. (2023). Facebook.

https://www.facebook.com/Starbucks

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 Report 3: Interview
For interview questions and answers, see appendix A and B

Introduction

A one-on-one interview was conducted with a 20-year-old college student who

goes to Dutch Bros twice a week and has the Dutch Bros app. This was conducted
to gain a better understanding of how customers use the app and if they are happy
with the rewards and functions of the app. Throughout the communication audit, it
was clear that there was little posting about downloading the app and the app
functions. Dutch Bros does a great job at posting their drink deals, specials,
fundraisers, happy customers with their drinks, monthly stickers, etc. However, this
leaves a lot of followers to just guess on how well the app works and whether or
not it will be of assistance to them. With that being said, the following research
questions motivated the qualitative research:

Research Questions
RQ1: What do target consumers know about the Dutch Bros reward
program?
RQ2: How often is Dutch Bros posting about their app and reward?
Additionally, is it making people aware or are people mainly downloading it based
on word of mouth?
RQ3: Are there influencers that would work well with Dutch Bros audience,
and could tell them about the app?

Method

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The research team chose to interview someone who currently has the Dutch Bros
app downloaded and goes there often enough to accumulate points regularly. Using
the purposive sampling method, potential interviewees were contacted two weeks
prior to the interview date and had to align with the criteria: (1) Interested in
participating in the interview, (2) Currently has the app downloaded and (3) Goes
to Dutch Bros often enough that they are knowledgeable about the brand.
The interview was conducted on October 16, 2023 and lasted 21 minutes. The
questions the interviewee was asked included topics about location and drink
preferences, menu availability, purchasing habits, and motivation for buying Dutch
Bros products. The interviewer also asked questions about the participants
exercising/dietary habits. In total, the interview guide (Appendix A) included 15
questions. This interview was conducted in-person and was transcribed by an
online resource, Trint (Appendix B).

Participant Background

The interviewee, Allison Willis, is a 20-year-old ASU college student. Allison lives
in Downtown Phoenix but used to live in Tempe, which used to have a Dutch Bros
right next to campus. Originally from Huntsville, Alabama, Allison never had
Dutch Bros until she moved out here in 2019. Allison has a very busy lifestyle
between being in her third year of college and working part time at a school called
Archway Verita, in Arcadia. To keep up with her busy schedule, Allison has been
an active customer and app user with Dutch Bros since 2019.

Results

25
A thematic analysis was performed to identify three recurring themes, based on the
data, throughout this interview. Those three themes are as follows:

1) Friends were the key factor of initially hearing of the company and
downloading the app, but the app-only rewards continues the usage

When Allison was asked to explain in detail about her motivations behind initially
downloading the app, Allison stated that her friends at the time were the reason
completely. As Allison was not originally from Arizona, she had no idea Dutch
Bros was even a thing until, “(her friends) all wanted to go after the game.”

She then went into more detail about her first time going, saying:

“So they all grew up with it and they have, like, their regular drinks there …
So I went with them and I tried whatever drink they said that they think that
I would like.”

Now that she has been going to Dutch Bros for the last three years, now she is the
one introducing Dutch Bros to her friends.

“I recommend my drinks to my friends.” and when she was asked how that
makes her feel when one of her friends tries her drink and likes it, she said,
“like I have good taste.”

2) Creating a Dutch Bros account encouraged more loyalty to the Dutch

Bros company
When Allison was asked to explain how having the app has changed the way she is
purchasing Dutch Bros she had a lot to say. The most telling thing about how much
Allison likes Dutch Bros, was her response when asked if she would still go to
Dutch Bros if the app was not a thing. Her response was:

26
 “I think that the app is like an added bonus, like, I would go no matter what
but if I have a free drink coming up, it’ll motivate me to go more so that I
can get a free drink.”

Additionally, when she was asked if she goes to Dutch Bros more often or less
since she has been a member, and she responded by saying, “probably more.”

Allison also wanted to make it very clear that if you make an account on the Dutch
Bros app, you have to enter in your birthday. By doing this, when your birthday
rolls around, “You get free drinks on your birthday too.”

3) Using the Dutch Bros app encouraged more often purchasing, due to the
rewards points and free drinks
When Allison was asked to explain how often she uses the app, it became very
clear that she only uses the app for the rewards points. “Just to get points. I never
look at it unless I’m in the drive through.”

Allison also made it clear that, “You have to get a certain amount of points” and
that is how you can get a free drink. Although Allison does not use the app much,
other than to scan the QR code for points, she did say one thing that was very much
worth noting.

“Yeah I love Dutch … I have, like, four regular drinks that I like to get!”

And when she was asked what those drinks were, she immediately knew them off
the top of her head. “Blended pink flamingo, blended ocean water with peach,
golden eagle chai, and blended peach ring rebel.”

Limitations of the Study

27
This study was conducted using only one participant. Thus meaning that the
information gathered cannot be generalized for the entire Dutch Bros consumers.
The participant was also known to the researcher. This could have led to bias
answers.

Conclusion

Overall, the study showed important reasons why a customer may choose to
download the Dutch Bros app over some of their rivals. This study also went into
detail about why customers continue to use the app and the details about what the
app doesn’t get used for. First, it was important to understand what the target
consumers know about the app and the reward program. The research found that
the target audience found out all of the information about the app, like special deals
and how to navigate, through the sign-up from the initial download. The second
research question looked into how Dutch Bros is getting their name out there.
Since our participant was not originally from a state that had a Dutch Bros, word or
mouth was the way that she first found out about the company and about the app.
Additionally, it asked about how often the social media posts are kept up with.
Dutch Bros has many different social media accounts and based on the research
found in this interview, the Instagram account was the most effective. However, it
was not being looked at closely. The third research question was touching on an
unknown territory for Dutch Bros. Dutch Bros does not use any sponsorships and
has no intention of using any in the future. This subject did not get touched on very
much because the answer that we got from the participant was, “I don’t know.”
This answer makes perfect sense considering there has never been a collaboration,
partnership, or sponsorship with anyone before. The next step for for the research
team is to quantitatively take the information into account and see if these are
shared by other Dutch Bros consumers.

28
 Report 4: Survey
To get more information about the whole survey and responses, see Appendix
‘C’

Introduction:
The Dutch Bros research team conducted an online survey of Dutch Bros consumers to
learn more about the perception and use of the brand’s communication through its use of
social media and their app. The primary purpose of this survey was to discover how many
Dutch Bros consumers are actively using the app and what that particularly entails for
them. Based on the in-depth interview conducted, the survey also aimed to further
investigate the relationship between how often the team is posting on social media and
how they are communicating and how many Dutch Bros lovers are following the social
media accounts. The following research questions were used:

Research Questions:
RQ1: What are target consumers' ideals when purchasing drink products?
RQ2: What factors influence consumers to follow drink companies on Instagram?

Methodology:
The survey was built and analyzed using the survey software in Qualtrics. This survey
was composed of a total 17 questions. To screen out non-drinkers of Dutch Bros, skip
logic was used based on whether consumers are familiar with Dutch Bros and if they go
to Dutch Bros often, thus, some of the questions were posed to get the responses only of
participants who know about and go to Dutch Bros. Overall, the survey took five to seven
minutes to complete.

The first set of questions were general questions to gauge how familiar the participants
are with Dutch Bros (see Q1-Q3 in the appendix). The second set of questions was to
screen how often the participants go to Dutch Bros and their familiarity with the menu
items (see Q4-Q7). The next set of questions was looking at what the participants look for
when following a drink company on social media. Keep in mind that this particular
section is looking only at Instagram (Q7-Q10). The next set of questions were screening

29
to see how many consumers are actively using the app and what, if any, specific things
they are looking for (Q11-Q15). The final set of questions were gathering the
demographics of the participants (Q16-Q17).

The survey was available from Nov. 2-3, 2023 and distributed to specific, individual
people who then sent it to other people and it continued getting distributed like so. In
total, the survey had 31 participants.

Sample Demographics:
The target population for this survey were individuals who considered themselves fans of
Dutch Bros. In total, 31 participants were surveyed and the majority of the participants
were women (83%) and were between the target ages of 18-24 (93%). Table 1 provides
further information on these demographics.

Table 1: Sample demographics of participants

Demographics % of Sample
Age:
18 - 24 years old 93.10%

25 - 35 years old 3.45%

35 - 44 years old 3.45%

Older 0%

Gender:
Male 17.24%

Female 82.76%

Non-binary/ third gender 0%

30
Results:
Two graphs that answer RQ1: What are target consumers' ideals when purchasing drink
products?
When asked “What factors are important to you when deciding where to purchase your
drinks from?”(Figure 1, down below) 22.86% of respondents said being able to use
rewards points/collecting points was most important. 21.90% said that price was most
important and 20% said having a drive-thru was most important. The one respondent who
said “other” responded by saying that the most important thing was “the quality of the
coffee”. Thus showing the top three ideals consumers look for when purchasing.

Additionally, when consumers were asked, “How important is using an app to collect
reward points for you when it comes to buying drinks?” (Figure 2, down below) 37.93%
of respondents said that it was “moderately important”, 24.14% of respondents said “very
important” and 17.24% of respondents said “extremely important”. This is further
showing that it is important to have a well rounded app because only 3.45% or one
respondent said that it was “not important at all”.

31
Two graphs that answer RQ2: What factors influence consumers to follow drink
companies on Instagram?
When asked “ How often do you like companies posting on their Instagram?” (Figure 3,
down below) 50% of respondents said 3-5 times a week is the perfect posting amount.
This one was one of the responses that the majority of respondents agreed on the same
answer. To put it in perspective, the next highest answer was only 20% of respondents
and they chose “once a day”.

When asked, “What content do you prefer drink companies to post about on Instagram?”
(Figure 4, down below) 56.67% of respondents said deals or sales posts. Just like the
figure above, this was one of the most agreed upon answers with all of the respondents.

32
The next closest response was only 30% of respondents, who chose “new products”. For
the two respondents who chose “other” their responses were: a) All of the above b) Secret
menu drink orders or combinations.

Limitations of the Study:

This survey reports data from a convenience sample and is therefore not reflective of all
Dutch Bros drinkers. Additionally, because the survey was sent out originally to people
who have had Dutch Bros before, the results could have been leaning more towards the
familiar side. In other words, by choosing people who were originally known by the
research team, the participants sampled might have been more familiar with Dutch Bros
more than a random sample of the population would have been. Lastly, although this
report went in depth with the questions, the survey only consisted of 31 participants. For
a more accurate and in depth survey, there would need to be way more people surveyed.
Conclusion:
Overall, the survey provided insightful information into what are target consumers' ideals
when purchasing drink products (RQ1). Drinks being set at a good price, having a
drive-thru, and being able to use and collect rewards points were the top three things
found that incline consumers to purchase drink products. Additionally, the survey also
found what factors influence consumers to follow drink companies on Instagram (RQ2).
Companies posting 3-5 times per week, posting about new deals and sales, and having
drinks be easily customizable are all things that consumers are looking for. Lastly,
although Dutch Bros seems to be posting too infrequently, no evidence was shown of this

33
through this survey, based on how often people are going to Dutch Bros. Further research
with more participants, would be able to give more insight on these details.

34
 Memo 5
Overview:
During the period of Oct. 31 - Nov. 13, 2023, the team evaluated the quantity,
quality and frequency of Dutch Bros’ Instagram posts. The team then took all of the
information found and compared it to the four research periods prior. One interesting metric
that was found was that, this research period brought the average posts-per-week, up because
they posted more than the last three research periods. In total, Dutch Bros posted 10 times,
which is 0.71 times per day. Unlike the last research period, Dutch Bros started posting reels
again. All 10 of the posts were about new drinks they have to offer, Christmas drinks/hacks,
and the new cups that they have for this holiday season.

Dutch Bros’ Instagram Account

As of Nov. 13, Dutch Bros has 937,852 followers, which is a 0.51% increase in follower count
since the last research period and a 2.09% increase since the very first research period. In total
this is a gain of 4,805 followers in the two-week research period. Between Oct. 31 - Nov. 13,
Dutch Bros posted 10 times and accumulated 189,782 likes, 1,568 comments, and roughly
1,522,000 views on the three reels that they posted.

The post with the most likes and comments was a post about the November sticker drop.
This post alone accumulated 36,275 likes and 348 comments. Attached down below, is the
post if you were curious about what it looks like.

35
Instagram activity for the research period of Oct. 31 - Nov. 13, is as follows:

During the two-week period, Dutch Bros posted 10 times. This is a 66.67% increase from the
research period prior and a 0% change since the first research period. Dutch Bros was
continuing to decrease their posting throughout the two-week periods but now they are

36
 🎄🙌
starting to increase the posting. Dutch Bros has continued to use emojis in their posts during
this two-week period and their most used emojis were:

The 10 posts received vastly different likes on each post, from the lowest being 6,736 likes
and the highest being 36,275 likes. The post with the most amount of likes was about
Christmas and their new November sticker drop and the post with the least amount of likes
was about their new ground coffee for the holidays. This entire comparison was surprising
because although Dutch Bros posted four times more than the last research period, they did
not gain a significant amount of likes in comparison.Comparing all of the previous research
periods, there was a 6.63% increase in likes since the last research period, a 34.14% increase
since the third research period, a 38.36% decrease since the second research period and a
5.3% increase since the first research period.

37
Taking a look at the comments, the majority of the comments are about what is on display
on that particular post. The comments are ranging from people excited about the new sticker
drop, fans who want the new Christmas cup, to asking questions about what the new Holiday
drinks are. In addition to this Dutch Bros has continued to do a very good job at responding
to their followers in the comments. This has been an ongoing theme for Dutch Bros, as they
have not stopped responding to their followers in a personal manner. This is impressive because
even though they are not posting consistently, they still make an effort with their followers.
Dutch Bros continues to use emojis when responding and using exclamation points to keep
it exciting. Comparing the last four research periods, there has been a 61.65% increase in
comments since the first research period, an 2.91% decrease in comments since the second
research period, and a 25.52% increase since the third research period, and 10.04% increase
since the last research period.

38
Out of the 10 posts during this period, seven of the posts were photos and three were reels.
The most popular post was a photo about the November sticker drop, which was christmas
themed. You can find a screenshot of this post above, on page two. The least popular post was
a photo about their new ground coffee for the holidays. There has been a 100% increase in
reel posting since the last research period, considering last research period there was not a
single reel posted. This is good because their reels get a lot of views, over 1.5 million, and it
brings much wanted attention to their company.

The diagram above shows the types of posts that Dutch Bros has posted from the start of
the first research period which was September 4. As the research shows, Dutch Bros
posts way more photos than reels. This concludes that only 29.7% of posts are reels and 70.3%
are photos. Throughout these five research periods, it is now clear that Dutch Bros posts
significantly more photos than reels.

39
The diagram above shows that there has been an increase in the number of followers through
the research period of Oct. 31 - Nov. 13. In fact, there has been a 0.52% increase in followers
since the last research period, a 0.89% increase since the third research period, and a 1.11%
increase since the second research period, and 2.09% increase since the first research period.
On a smaller scale, this means that Dutch Bros gained 344 followers per day throughout the
last two weeks.

Through Oct. 31 - Nov. 13, there has been no change in the number of accounts that Dutch
Bros follows. However, since the first research period, Dutch Bros has followed one more
Account. As a researcher, it would be nice to see what that account was, that Dutch Bros
followed. However, on Instagram, it is not possible to see which account that was.

40
The figure above shows how many posts Dutch Bros has made in total. This includes posts
prior to when any of the research had started. Since the research has started, Dutch Bros has
posted a total of 48 times, this includes reels that are not in the official count on the Instagram’s
homepage. Throughout all of the research periods, hypotheses have been made as to how many
total posts there would be at the conclusion of all five research periods. In memo four, the
final conclusion was that there would be 45 posts by the end of period five. The researchers
can confidently say that our hypothesis was correct and there was a grand total of 45 posts
throughout the last five research periods.

Conclusion

After five consecutive evaluation periods over the course of ten weeks, the researcher observed
a significant amount of data regarding the Dutch Bros’ official Instagram account. The
following paragraphs will address the findings discovered from the posts, likes, views, and
comments.

Memo Date # of posts Increase or More photos

decrease? or reels?
Memo 1 9/4 - 9/18 10 Starting point Photos
Memo 2 9/19 - 10/2 11 Increase Photos
Memo 3 10/3 - 10/16 8 Decrease Photos

41
Memo 4 10/17 - 10/30 6 Decrease Photos (no
reels)
Memo 5 10/31 - 11/13 10 Increase Photos

In addition to observing these statistics above, the researcher also found a pattern of content
being published on the Dutch Bros’ Instagram account. If it happened to be the start of the
month, there always will be a post that shows what the sticker of the month is. When this is
posted, this is usually the most liked and commented post. This is because there is only one
sticker per month and you can only get the sticker on the first day of each month. Additionally,
the reels that had the workers in them, with the drinks, always got more views than any other
reel content. Now, the commenting was a common theme that Dutch Bros kept up with
throughout the entire 10 week period. Dutch Bros made sure to take the time on every single
post and make sure to reply to at least five or more commenters. Their replies also do not seem
generated, as they gave a personal response to each person based on their response or question.

Overall, the Dutch Bros’ Instagram following grew consistently throughout the 10-week period.
Like stated above, the most engaging posts were the ones that involved the new sticker of
the month. As a researcher, it would have been awesome to see how many times a post on
Instagram was getting shared. That would show us a lot more details into exactly how many
people are really seeing these posts and engaging with them.

42
 Report 5
Introduction:
Throughout the last 10 weeks, the research team has done extensive research about
Dutch Bros. We have been looking at all impressions on each post for the last 10
weeks. Additionally, we conducted an online survey of Dutch Bros consumers to
learn more about the perception and use of the brand’s communication through its
use of social media and their app. Throughout the rest of this report, you will find
our SWOT analysis, audience analysis, graphs, and recommendations. Now, in the
first report, the research objective was set as: “The problem that I would like to
look into more, is growing their active rewards user members(Pearson, 2023).” I
was not able to find out if consumers liked the app or didn’t, if there were changes
needed, etc. By the end of this report, these questions will be answered.

SWOT Analysis:
Strengths: Weaknesses:
- Personal responses to comments. - No posting schedule (how often
- Using emojis to keep the per week)
captions interesting. - Posting per week is not
- Posted “new sticker of the consistent (photos/reels)
month” before the 1st of each - Posting about using the app is
month. hardly ever done
Opportunities: Threats:
- Build a “posting” calendar - Other companies are posting
- Post videos/reels more regularly about their app more often
- Following more Instagram (Starbucks)
accounts - Double-point days aren’t as
frequent
- Don’t follow posting trends
when needed
- Strengths breakdown:
- Throughout all five memos and reports, it has become very clear what
Dutch Bros’ strengths are. Dutch Bros does a great job of responding

43
 to comments and making them personal. There has not been a single
post, throughout all 10 weeks, that Dutch Bros has not given a
personal response to the comments. In other words, Dutch Bros does
not use already generated answers. Dutch Bros also does a very good
job at using emojis in their captions which keeps people reading. The
most important thing, in my opinion, was how they launched the new
sticker of the month. This was something that was never missed and
always got an extremely positive response from followers and
viewers.
- Weakness breakdown:
- Throughout the 10 weeks, Dutch Bros did not do a great job of
posting regularly or consistently. When we mention regularly, we are
talking about how often the company is posting. For example, posting
a photo every Monday, Wednesday, and Friday would be a very
effective way of posting on Instagram. This is not something that
Dutch Bros is doing. Throughout the five memos, Dutch Bros went
from posting 11 times in two weeks, all the way down to 6, and then
back up to 10 by the end(Pearson, 2023). When we mention
consistently, we are talking about the types of posts they are making:
photos or reels. Throughout the five memos, Dutch Bros went from
posting an equal amount of photos and reels, to no reels at all, and
then back up to somewhat equal. Additionally, Dutch Bros is not
posting about their app and how beneficial it is. There are a lot of
rewards, promotions, and specials that consumers aren’t aware of
because Dutch Bros is not making it as known as they should be.
- Opportunities breakdown:
- By building a “posting” calendar, it would take the stress off of their
media team who is posting sporadically right now. It also would create
a routine that their followers would be able to follow. For example, we
know that Dutch Bros has a sticker of the month that you can only get
on the first day of each month. If the audience knew that there was a

44
 set date that they launch the new sticker, before the first of the month,
it would increase the impressions on their account. Dutch Bros also
needs to find a balance between posting photos and reels. This would
be able to increase the number of views per post and raise the
engagements. Lastly, Dutch Bros only follows 47 accounts on
Instagram. During Memo 1, they only followed 46 accounts but
followed one more account during Memo 2. It would be great if Dutch
Bros started following more accounts which would build more
relationships with other companies as well.
- Threats breakdown:
- Although Dutch Bros has been improving throughout all 10 weeks,
there are still some things that are a big threat to them. For example,
other companies, like Starbucks, are posting often about their app.
Dutch Bros is posting far less than other companies about their app
and the things that the app brings to the customer. Secondly, when
using the app, other companies are making “double-point days” or
“triple-point days” very known either on their social media, emails, or
notifications from the app itself. Dutch Bros does not post on their
social media, showing the days that the customer can get extra points
just for coming. On another note, Dutch Bros does not follow posting
trends on Instagram when they should. For example, when reels were
gaining a lot of attention, Dutch Bros was not posting reels at all
during that two-week period. All three of these are things that are
easily fixable and would create
- Influencers
- Dutch Bros does not use any influencers at all. In fact,
they have a very strong opinion and have stated that they
will never be using influencers to upsell their products.
Instead, they use a very smart tactic, which involves their
workers and customers. If you take a look at their
Instagram page, it is full of photos and videos with their

45
 workers and very happy customers with their drinks. This
is a super smart way to still bring attention to their
product but in a very non-traditional way. Especially
during this generation, it is very uncommon to not use
any influencers to promote your products. In this case,
the research team has conducted that their entire brand
has been built off of not using influencers, so we do not
think its a good idea to use any. Additionally, we do not
believe that they even need it. Throughout all five
memos, we recorded that they were gaining a minimum
of 1,900 followers per research period. This is without
any help at all, just their customers and employees, so
you can see that they are doing very well regardless.
Audience Analysis:
The target audience for Dutch Bros is younger generations, specifically high school
and college students. Realistically speaking, they are also predominantly looking
for women as their customers are 67.1% women and 32.9% male(Pearson, 2023).
Now with that being said, the survey that we sent out proved that to be correct.
Through our survey, we found that out of the 31 respondents, 93.1% of them were
between the ages of 18-24 years old(Pearson, 2023). The other 6.9% was people
who were older than that set category(Pearson, 2023).

Throughout this research, the team came to more conclusions than just the primary
age category. For example, we found that 50% of respondents prefer companies to
post 3-5 times per week(Pearson, 2023). Along with that, 56.67% of respondents
prefer the posts to be about deals or sales that are going on or coming up(Pearson,
2023). We also found that the top three reasons for going to Dutch Bros over other
drink companies are as follows: “It’s delicious”, “There are so many options”, and
“It keeps me awake”(Pearson, 2023). Based on the app, we found that 44.83% of
respondents strongly agree that the Dutch Bros app is useful and 34.48% believe
that it is somewhat useful(Pearson, 2023).

46
Personas:
1. The first persona looks something like this:
a. Female
b. Ages 18-24
c. Has a job and is able to spend money on wants as well as needs
d. Likes to use apps to gain rewards points for her favorite places
e. Is technological (specifically knows how to navigate different apps)
f. This is optional but she should probably be very social and ‘on the
move’.
g. Live closer to a Dutch Bros (within 5-10 miles)
2. The second persona looks something like this:
a. Male
b. Aged 18-24
c. This is not required, although it does make the persona more realistic,
he may have a girlfriend that like Dutch Bros
d. Has a decent job that allows him to spend money however he wants
e. Loves a good deal/sale
f. Lives a decent distance from a Dutch Bros (10-20 miles)

● Interesting insight found: One thing that was originally a little scary to look
at when the research team finally got the data back, was how little people
follow Dutch Bros on Instagram. To give some background details, out of
the 31 respondents, 96.67% said that they were familiar with Dutch
Bros(Pearson, 2023). Now, out of that total, 73.33% said that they do not
follow Dutch Bros on Instagram(Pearson, 2023). This was a bit jarring to see
at first, but then when asked if they follow any drink companies on
Instagram, 83.33% said no(Pearson, 2023). It is very clear that following
drink companies is not nearly as common as following clothing or shoe
companies.

47
- Overview: Overall, Dutch Bros does a really good job at staying in touch
with their audience. They make it clear that they care about their questions
and opinions, which you can see on each post. Additionally, their target
audience is between the ages of 18 to 24. This survey that was conducted
does not show a fully accurate representation of Dutch Bros consumers. This
is because there were only a total of 31 respondents so the answers could not
show the full truth. For example, if the researcher had friends who worked at
Dutch Bros(and sent them the survey), we would be sure that the
percentages of how many people follow Dutch Bros on Instagram, would be
much higher. Out of all the data collected, it is clear that Dutch Bros does a
great job at increasing their followers and staying connected.

48
 ` Recommendations
From Memo 5:
Overall, the researcher found very little discrepancies, regarding the content that Dutch Bros
is posting on their Instagram account. The researcher feels that the Dutch Bros’ Instagram
keeps their followers informed and engaged with aesthetically pleasing photos and fun reels.
However, the researcher does believe that Dutch Bros needs to improve on the quantity of
posts being made per week and the consistency of the types of posts. In memo 1, you can see
that they started off strong by posting 10 times in 2 weeks and posted both reels and photos.
However, then when you look at Memo 4 for example, Dutch Bros only posted six times and
they did not post a single reel - photos only. The researcher believes that by being more
consistent with what they are posting and how frequently the posts are being made, they
could gain a bigger audience at a faster rate.

From Report 5:

1. The first recommendation that the research team has agreed on, is
implementing a schedule as to when and what they will be posting. This will
solve two birds with one stone by tackling their inconsistency with posting
in general and with what they are posting. As you can see throughout all of
the memos, Dutch Bros struggles heavily with posting a consistent number
of times per week and posting an equal amount of photos versus reels. By
creating a “posting calendar”, this problem would be solved very easily. By
doing this, their media team would know exactly whether or not to post a
photo or reel and what day that it needs to be posted on.
2. The second recommendation that the research team has come up with, is
posting more about their app and what the app does for the downloader.
Dutch Bros doesn’t post very frequently about their app and what it does. By
posting more about it, there will be more people downloading the app or at
least introducing people to the app. Dutch Bros should also be posting when
they are having double reward point days. This brings a lot of attention to
the app and entices people to go there that day.

49
By following both of these recommendations, Dutch Bros should have way more
Strengths in their following research analysis. Both of these communication
changes will drastically change the relationship between the company and the
consumer, which is exactly what the research team has been aiming for!

50
 Conclusion:
Throughout this entire research project, it is clear that a lot of work has been done
here to find the answers to the set research questions. During the 10 weeks, some
of the questions had been shifted to become more informative and helpful. The
questions started off as: What age range of people know about the Dutch Bros
rewards program?(RQ1) How often is Dutch Bros posting about their app and
reward? Additionally, is it making people aware or are people mainly downloading
it based on word of mouth?(RQ2) How can posting more on social media obtain a
bigger audience to learn about Dutch Bros and what they have to offer?(RQ3)

Once the research continued, some of them switched to things that were more
precise like: What are target consumers' ideals when purchasing drink products? What
factors influence consumers to follow drink companies on Instagram?

By taking a straightforward approach to finding out as much information about Dutch

Bros as possible, the research team was able to find out lots of information. Down below,
you will find the answers that the researchers found out to the original research questions.
These are the ones that have not been answered yet. The other research questions have
been answered in Memos and Reports above!

RQ1: The age range of people that are aware about the Dutch Bros rewards program is
18-24 years old.

RQ2: Dutch Bros is not posting at all about their app nor their rewards. Due to their lack
of posting, it is not making people aware so consumers are downloading the app based on
word of mouth.

RQ3: Posting more frequently on social media can obtain a bigger audience by making
more people aware of the products, merchandise, and rewards that are offered at Dutch
Bros. By getting more people involved with the app and the entire experience, more
people will build a loyalty to the brand and therefore the company will obtain a bigger
audience(in a much easier way).

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 Appendix A: Interview Questions
Interview Questions:
(These questions are all the ones that got asked directly. Take a look and the transcript and there
will be other smaller questions based on the participant’s answers)

Before we take a deep dive into the Dutch Bros company itself, I would like to ask
you a few questions to better understand your spending/consumer habits.
1) Do you prefer to find new drink items online or in person looking at a menu?
2) Do you prefer to purchase drinks online for pickup, delivery, or in person?
3) Besides Dutch Bros, what other drink companies do you like to get drinks
from?
4) Do you regularly buy drink products that contain a lot of caffeine or sugars?
5) Do you consider yourself to be a fan or advocate for Dutch Bros? Why or
why not?
6) Has anyone ever tried a drink that you got from Dutch Bros? Did they like it
or hate it? How did you feel?
7) Do you pay close attention to Dutch Bros’ Instagram to see the new drinks
and deals?

Now that I have a better understanding of you, let’s specifically talk about the
Dutch Bros company and your usage of the Dutch Bros app.
1) Since you are not from a state that has Dutch Bros, how did you first learn
about Dutch Bros? (from friends, family, social media, or from driving past
one?)
2) When did you first learn about the Dutch Bros app? (from friends, family,
social media, or from a worker?)
3) When did you first become a user of the Dutch Bros app/how long have you
been a user for?

52
 4) Can you go into detail explaining what some of your main motivators were
for downloading and continuing to use the Dutch Bros app? (follow up if it
was reward related)
5) What do you mainly use the Dutch Bros app for? Do you usually use it to
look at the menu, new drink offers or specials, or is it to collect points to get
rewards?
6) Since you have downloaded the Dutch Bros app and been a rewards
member, have you bought Dutch Bros products more or less often?
7) Do you feel as if the app makes you more likely to keep going back to Dutch
Bros and purchasing products?
Those are all of the questions that I have for you today. Is there anything else that
you would like to add?

53
 Appendix B: Interview transcript

ADD THIS IN WHEN YOU GET TO WORD

54
 Appendix C: Full survey and responses
Introduction:
Welcome to the research study! We are interested in understanding Dutch Bros. You will
be presented with information relevant to Dutch Bros and asked to answer some
questions about it. Please be assured that your responses will be kept completely
confidential. The study should take you around 5 minutes to complete.Your participation
in this research is voluntary. You have the right to withdraw at any point during the study,
for any reason, and without any prejudice. If you would like to contact the Principal
Investigator in the study to discuss this research, please email Jocelynn Pearson,
Jocelynn@up-agency.com. By clicking the button below, you acknowledge that your
participation in the study is voluntary, you are 18 years of age, and that you are aware that
you may choose to terminate your participation in the study at any time and for any
reason. Please note that this survey will be best displayed on a laptop or desktop
computer. Some features may be less compatible for use on a mobile device.

Question 1: Are you familiar with Dutch Bros?

● Yes, I have been there
● Yes, but I have not been there
● No

55
Question 2: How much do you enjoy Dutch Bros?
● I love it
● I like it sometimes
● It’s just okay
● Not the biggest fan
● I hate it

Question 3: For the following beverage choices, please select how often you purchase
them.
● Everyday
● Multiple times a week
● Once a week
● Multiple times a month
● Once a month
● Never

56
Question 4: How often do you go to Dutch Bros?
● Once a day
● Once a week
● Multiple times a week
● Once a month
● Multiple times a month
● Other

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The 3 “other” responses were as shown below:
- “Once every 6 months”
- “4 times a year”
- “Once every 3 months”

Question 5: What are your main reasons for purchasing Dutch Bros?
● It’s delicious
● It keeps me awake
● There are so many options
● They have lots of deals
● The drinks are affordable
● Other

The 3 “other” responses were as shown below:

- “All of the above”
- “My girlfriend really likes it”
- “People in my social circle like it”

Question 6: Do you follow Dutch Bros on Instagram?

● Yes
● No

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Question 7: Do you follow any drink companies (Starbucks, Peets, BlackCat, etc) on
Instagram?
● Yes
● No

Question 8: What content do you prefer drink companies to post about on Instagram?
● Workers with the drinks
● Influencers with the drinks
● Deals or sales
● New products

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 ● Other

The 2 “other” responses were as shown below:

- “All of the above”
- “Secret menu drink orders or combinations”
Question 9: How often do you like companies posting on their Instagram?
● 2-5 times a day
● Once a day
● 3-5 times a week
● Once a week
● Less often

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Question 10: What factors are important to you when deciding where to purchase your
drinks from?
● Price
● Easily customizable
● Having a drive-thru
● Being able to use rewards points/collecting points
● Having more than just coffee and tea
● The company’s mission statement
● Other

The 1 “other” response was shown as below:

- “Quality of coffee”

Question 11: For the following statements, please indicate the degree to which you agree
or disagree.
● Strongly disagree
● Somewhat disagree
● Neither agree nor disagree
● Somewhat agree
● Strongly agree

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Question 12: How important is using an app to collect reward points for you when it
comes to buying drinks?
● It’s not important at all
● Slightly important
● Moderately important
● Very important
● Extremely important

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Question 13: How important is it for you that drink companies make their drinks easily
customizable?
● Not at all important
● Slightly important
● Moderately important
● Very important
● Extremely important

Question 14: How important is it for you that company’s values need to align with your
own?
● Not at all important
● Somewhat important
● Moderately important
● Very important
● Extremely important

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Question 15: How old are you?
● 18 - 24 years old
● 25 - 35 years old
● 36 - 44 years old
● Older

Question 16: How would you describe yourself?

● Male
● Female
● Non-binary/third gender
● Prefer not to say

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End of Survey:
Thank you so much for taking the time to take my survey.
If you have any questions, you can contact me at: Jocelynn@up-agency.com

65
 Appendix D: Memo 1
Overview

During the period of September 5 - September 18, 2023, the team evaluated the quantity,
quality and frequency of Dutch Bros’ Instagram posts. Throughout the two weeks, there was
a total of 10 different posts. Out of the 10 posts, six of them were photos about drinks, specials,
and promoting their new sticker of the month. The other four posts were reels that featured
different drinks that they have to offer.

Dutch Bros Instagram Account

As of September 18, 2023, Dutch Bros’ Instagram account has 918,670 followers and posted
10 times during the two-week period. The 10 posts were photos and reels that earned a total
of 970 comments and 180,232 likes. The most liked and commented post was a photo
about a fundraising campaign that they were having. This fundraising campaign gave $1 per
every drink sold, donated to a local youth organization.

During the two-week period, Dutch Bros posted 10 times on the Instagram account. Each post
featured fan favorite drink item. The captions on 9 out of 10 posts contained at least one emoji.

66
The 10 posts received a wide variety of likes spanning from the lowest being 8,917 all the way
up to the highest being 48,300 likes on one post. The lowest liked post was a video about the
“Buck for Kids,” which was the campaign they were running that donated to a youth
organization. The total like count for this period is shown above.

The majority of the comments on each post are related to the product that is being displayed
on the post. Comments are ranging from being excited to try a new drink, ready for new items
to drop, to ask if Dutch Bros can come to other places in the world, like Japan. Additionally,
Dutch Bros does a really good job of being in contact with their followers, as they responded
to some comments on multiple posts. Down below you will see their engagement with their
followers by responding to them! (the one on the left is impressive to me - I never would have
thought that companies would respond with such detail!)

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Out of the 10 posts during this period, six of them were photos and four of them were reels.
The most popular post was a photo, in regards to a fundraising campaign they were holding and
the least popular was a reel, about the same thing that featured a bunch of children.

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As of September 18, 2023, Dutch Bros’ Instagram has 918,670 followers and is following
46 users. The account is primarily following other company accounts, that are city specific like,
Spokane, NewPort, Snake River, East County, etc. The account is also following other
popular brands like Oreo and Tajin and has a total of 1,986 posts.

The research team will continue to closely monitor posts and interactions with followers
during this next two week period. Dutch Bros’ Instagram account will generate more
interactions in this upcoming cycle, because they will release the new sticker of the month.

69
 Appendix E: Memo 2
Overview

During the period of Sept. 19 - Oct. 2, 2023, the team evaluated the quantity,
quality and frequency of Dutch Bros’ Instagram posts. The team then took all of the
information found and compared it to the two week research period prior. Throughout the two
weeks, there were a total of 11 different posts. Out of the 11 posts, nine of them were photos
about drinks and the new specials that they have to offer. The other two posts were reels
that featured specific events and gave more information on their new “2 for $5 Drink Deal”.

Dutch Bros Instagram Account

As of October 2, 2023, Dutch Bros’ Instagram account has 927,564 followers, which is a
0.97% increase in follower count from the previous research period. In total, this is a gain
of 8,894 followers in two weeks. Between Sept. 19 - Oct. 2, 2023, Dutch Bros posted
11 times and accumulated 207,892 likes, 1,615 comments and roughly 747,000 views on their
reels.

The post that earned the most likes and comments was a meme that said, “How I look when
I pull up to Dutch for the 3rd time today”. This post alone earned 38,163 likes and 278
comments. Attached down below is the photo of that particular post.

70
Instagram activity for the research period of Sept. 19 - Oct. 2, 2023, is as follows:

71
During the two-week period, Dutch Bros posted 11 times, which is a 10% increase from the
last research period. Dutch Bros is still not posting every day but they are using a substantial
amount of emoji’s. In fact, just like the last research period, all posts but one, had at least one
emoji used. During this time, the emoji that was most used was: ✨

The 11 posts received sporadic likes, spanning from the lowest being 5,446 likes to the
highest being 38,173 likes. The post with the least amount of likes was a photo about the
fundraiser that ended during the last research period. This was very surprising because
the post showed how much money they were able to donate to a local youth organization,
which ended up being over $960,000. The most liked post was the post of the meme, which
is posted above on page two, and received 38,173 likes. Comparing both of these research

72
periods, there was a 13.31% increase in the number of likes on their posts.

Looking at the comments, the majority of the comments are about the product on display in
that particular post. The comments have a wide variety, from people being excited about the
new drink deals, ready for the new sticker drop, to ask if Dutch Bros can open more locations.
Additionally, Dutch Bros puts in a lot of effort to stay in contact with their followers. As you
can see below, Dutch Bros does a good job at making each comment personalized and they
use exclamation points to keep it happy! Comparing the last two research periods, there has
there was a 66.5% increase in comments on their posts.

73
Out of the 11 posts during this period, nine of the posts were photos and two were reels. The
most popular post was a photo of a meme that was about coming to Dutch Bros more than
once a day(this is posted above on page two). The least popular post was a photo about the
fundraiser that ended during the last research period. Unlike the last research period, the reels
did not get the least amount of likes, the photos did. Comparing the last two research periods,
Dutch Bros had a 50% decrease in the number of reels posted.

The diagram above shows the types of posts that Dutch Bros has posted from the start of
the first research period which was September 4, 2023. As the research shows, Dutch Bros

74
posts way more photos than reels. Throughout the next few research periods, the data will
show whether or not Dutch Bros increases their reel posting or if they continue to post
predominantly photos.

The data above shows that there has been an increase in the number of followers through the
research period of Sept. 19 - Oct. 2, 2023. In fact, there has been a 0.97% increase in the
followers since the previous research period. On a smaller scale, based on the increase in
followers, Dutch Bros essentially gained 635 followers per day throughout the last two weeks.

Through Sept. 19 - Oct. 2 2023, Dutch Bros followed one more Instagram account. As a

75
researcher, it would be nice to see what that account was that Dutch Bros followed. However,
on Instagram, it is not possible to see which account that was.

The figure above shows how many posts Dutch Bros has made in total. This includes posts
prior to when any of the research had started. Since the research has started, Dutch Bros has
posted a total of 22 times. At this rate, Dutch Bros will have posted 52 times from Sept. 9 -
Nov. 13, 2023. As the research continues, the researchers will be able to see if Dutch Bros
keeps posting this consistently.

Conclusion
Throughout the last two evaluation periods, Dutch Bros has been in the positive, in terms
of customer feedback and gaining likes, comments and followers. With this being said,
if Dutch Bros’ Instagram continues to post on a regular schedule, their Instagram account will
continue to grow every day, with every post. The researching team will continue to monitor
the likes, comments and followers of every post during the next two-week period.

76
 Appendix F: Memo 3
Overview

During the period of Oct. 3 - Oct. 16, 2023, the team evaluated the quantity,
quality and frequency of Dutch Bros’ Instagram posts. The team then took all of the
information found and compared it to the two research periods prior. One interesting metric that
was found was that, this was the first week that the posting-per-week actually decreased in
comparison to the two research periods prior. Throughout the two weeks, there were a total
of eight different posts. Out of the eight posts, six of them were photos about drinks and the
new specials that they have to offer. The other two posts were reels that showed their
specific drinks, like the Pumpkin Spice Soft Top, and their “2 for $5 deal”.

Dutch Bros Instagram Account

As of Oct. 16, Dutch Bros’ Instagram account has 929,550 followers, which is a 0.21% increase
in follower count since the last research period but a 1.18% increase since the first research
period. In total, this is a gain of 1,986 followers throughout this two-week research period.
Between Oct. 3 - Oct. 16, Dutch Bros posted eight times and accumulated 141,483 likes,
1,220 comments and roughly 614,000 views on their reels.

The post with the most likes and comments was a post about the new halloween sticker. This
post alone accumulated 45,102 likes and 550 comments. Attached down below is the post so
you can see the new sticker if you are curious.

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Instagram activity for the research period of Oct 3 - Oct. 16, 2023, is as follows:

During the two-week period, Dutch Bros posted eight times. This is a 20% decrease from the
last research period and a 27.27% decrease from the first research period. Dutch Bros is
still not posting every day of the week but they are continuing to use emoji’s in their posts.
In fact, just like the precious two research periods, all posts but one, had at least one
emoji used. During this time, the emoji that was most used was: ✨
78
This was also the same emoji that was used the most during the last research period.

The eight posts received vastly different likes on each post, from the lowest being 6,956 likes
and the highest being 45,102 likes. The post with the most amount of likes was about the new
Halloween sticker and the post with the least amount of likes was a reel about getting
“soft tops” on your pumpkin drinks. This was very surprising because the reel got over 274,000
views but not even 7,000 of those viewers liked the post. Comparing all three of these research
periods, there was a 31.94% decrease in likes since the last research period and a 21.5%
decrease since the first research period.

79
Taking a look at the comments, the majority of the comments are about what is on display
on that particular post. The comments are ranging from people loving the new sticker, fans
who want a new location to open, to asking questions about the new “soft top” on drinks. In
addition to this Dutch Bros has continued to do a very good job at responding to their followers
in the comments. This has been an ongoing theme for Dutch Bros, as they have not stopped
responding to their followers in a personal manner. Dutch Bros continues to use emojis when
responding and using exclamation points to keep it exciting. Comparing the last three research
periods, there has been a 25.77% increase in comments since the first research period and a
24.46% decrease since the last research period.

80
Out of the eight posts during this period, six of the posts were photos and two of them were
reels. The most popular post was a photo about the new halloween sticker. You can find a
screenshot of this post above, on page two. The least popular post was a reel about the new
“Soft Top” you can add to your drinks. Just like the first research period, the reels were what
got the least amount of likes. Comparing the last three research periods, there has been a 0%
change in the reels posted since the last research period and a 50% decrease since the first
research period.

The diagram above shows the types of posts that Dutch Bros has posted from the start of
the first research period which was September 4, 2023. As the research shows, Dutch Bros
posts way more photos than reels. Throughout the next two research periods, the data will
show whether or not Dutch Bros increases their reel posting or if they continue to post
predominantly photos.

81
The diagram above shows that there has been an increase in the number of followers through
the research period of Oct. 3 - Oct. 16. In fact, there has been a 0.21% increase in followers
since the last research period and a 1.18% increase since the first research period. On a
smaller scale, this means that Dutch Bros gained 142 followers per day throughout the last
two weeks.

Through Oct. 3 - Oct. 16, there has been no change in the number of accounts that Dutch
Bros follows. However, since the first research period, Dutch Bros has followed one more
Account. As a researcher, it would be nice to see what that account was, that Dutch Bros
followed. However, on Instagram, it is not possible to see which account that was.

82
The figure above shows how many posts Dutch Bros has made in total. This includes posts
prior to when any of the research had started. Since the research has started, Dutch Bros has
posted a total of 29 times. At this rate, researchers should expect there to be 50 posts by the
end of last research period. This is a decrease from the pervious guess, in the last memo, due
to the fact that Dutch Bros decreased their posting during this research period.

Conclusion

Throughout the last three research periods, Dutch Bros has been in the positive in terms of
gaining followers and customer feedback. Dutch Bros has decreased in the number of
comments per post, likes per post and amount posted due to their lack of posting within the
last research period. Eight posts in two weeks averages to 0.57 posts per day. This is vastly
different from the very first research period where it was 0.79 posts per day. With that being
said, Dutch Bros continues to grow every day with every post. The researching team will
continue to monitor the likes, comments and followers of every post during the next two-week
period.

83
 Appendix G: Memo 4
Overview
During the period of Oct. 17 - Oct. 30, 2023, the team evaluated the quantity,
quality and frequency of Dutch Bros’ Instagram posts. The team then took all of the
information found and compared it to the three research periods prior. One interesting metric
that was found was that, this research period was the lowest out of all periods in terms of
posting per week. In total, Dutch Bros only posted six times, which is 0.43 times per day. This
was also the first time that all of the six posts were photos and not a single video was posted.
All six of the posts were about new drinks they have to offer, a special sticker drop for
Halloween, and limited-time-only mystery boxes.

Dutch Bros’ Instagram Account

As of Oct. 30, Dutch Bros has 933,047 followers, which is a 0.38% increase in follower count
since the last research period and a 1.56% increase since the very first research period. In total
this is a gain of 3,497 followers in the two-week research period. Between Oct. 17 - Oct. 30,
Dutch Bros posted six times and accumulated 177,997 likes, 1,425 comments, and no views on
their reels because they did not post any during this period.

The post with the most likes and comments was a post about Halloween. This post alone
accumulated 63,565 likes and 339 comments. Attached down below, is the post if you were
curious about what it looks like.

84
Instagram activity for the research period of Oct 17 - Oct. 30, is as follows:

During the two-week period, Dutch Bros posted 6 times. This is a 25% decrease from the
research period prior and a 40% decrease since the first research period. Dutch Bros is
continuing to decrease their posting throughout the two-week periods but they are continuing
to use emojis in their posts. Unlike the last research periods, Dutch Bros did not reuse emojis
throughout their posts, so they did not have a “most popular emoji”this time.

85
The six posts received vastly different likes on each post, from the lowest being 8,079 likes
and the highest being 63,567 likes. The post with the most amount of likes was about
Halloween and the post with the least amount of likes was a girl holding up their new Sour
Candy Rebel energy drink. This entire comparison was surprising because although Dutch Bros
posted less this period, they accumulated more likes than the previous research period, which
had two more posts.Comparing all of the previous research periods, there was a 25.81%
increase in likes since the last research period, a 42.19% decrease since the second research
period, and a 1.24% decrease since the first research period.

Taking a look at the comments, the majority of the comments are about what is on display
on that particular post. The comments are ranging from people excited about the new sticker
drop, fans who want a new location to open, to asking questions about what the new drink is. In
addition to this Dutch Bros has continued to do a very good job at responding to their followers
in the comments. This has been an ongoing theme for Dutch Bros, as they have not stopped

86
responding to their followers in a personal manner. This is impressive because even though
They may be posting less, they still accomplish making an effort with their followers.
Dutch Bros continues to use emojis when responding and using exclamation points to keep
it exciting. Comparing the last four research periods, there has been a 46.91% increase in
comments since the first research period, an 11.76% decrease in comments since the second
research period, and a 16.8% increase since the last research period.

87
Out of the six posts during this period, all of the posts were photos. The most popular post
was a photo about halloween. Specifically, a ghost was holding the drinks. You can find a
screenshot of this post above, on page two. The least popular post was a photo about the new
“Sour Candy Rebel” energy drink that just dropped. Unlike any research period before, there
was not a single reel post. This means that there has been a 100% decrease in reel postings
across all research periods.

The diagram above shows the types of posts that Dutch Bros has posted from the start of
the first research period which was September 4. As the research shows, Dutch Bros
posts way more photos than reels. Throughout the next research period, the data will
show whether or not Dutch Bros increases their reel posting or if they continue to post
predominantly photos. Hopefully, Dutch Bros will post at least one reel during this next period,
to bring their reel average back up.

88
The diagram above shows that there has been an increase in the number of followers through
the research period of Oct. 17 - Oct. 30. In fact, there has been a 0.38% increase in followers
since the last research period, a 0.59% increase since the second research period, and a 1.57%
increase since the first research period. On a smaller scale, this means that Dutch Bros gained
250 followers per day throughout the last two weeks.

Through Oct. 17 - Oct. 30, there has been no change in the number of accounts that Dutch
Bros follows. However, since the first research period, Dutch Bros has followed one more
Account. As a researcher, it would be nice to see what that account was, that Dutch Bros
followed. However, on Instagram, it is not possible to see which account that was.

89
The figure above shows how many posts Dutch Bros has made in total. This includes posts
prior to when any of the research had started. Since the research has started, Dutch Bros has
posted a total of 38 times, this includes reels that are not in the official count on the Instagram’s
homepage. At this rate, researchers should expect there to be 45 posts by the end of last
research period. This is a decrease from the pervious guess, in the last memo, due to the fact
that Dutch Bros decreased their posting during this research period.

Conclusion

Throughout the last four research periods, Dutch Bros has been in the positive in terms of
gaining followers and customer feedback. Dutch Bros has decreased in the number of
comments per post, likes per post and amount posted due to their lack of posting within the
last research period. Especially in terms of posting reels. Six posts in two weeks averages
to 0.43 posts per day. This is vastly different from the very first research period where it was
0.79 posts per day. With that being said, Dutch Bros continues to grow every day with
every post. The researching team will continue to monitor the likes, comments and followers
of every post during the next, and final, two-week period.

90
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Ci7z6lD3KhE8FCX3jndjQ9M4fJrTt3FUnrXRCp0vhoeMaAmNpEALw_wcB

Bros, D. (2023). Executive management. Governance - Executive Management - Dutch Bros,

Inc. https://investors.dutchbros.com/governance/executive-management/default.aspx

Bros, D. (2023). Terms of service. Dutch Bros.

https://www.dutchbros.com/terms-of-service#:~:text=You%20may%20collect%20three%2
0

Bros, D. (n.d.). Our story. Dutch Bros. https://www.dutchbros.com/our-story

Coffee, P. (2023). All coffee. All Coffee | Peet’s Coffee.

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kXlL4hXO8ILhQvs4xy_28z6NV5yv9TVeSUkAc_BDmKaaLfOj49Zr_J6waAlckEALw_wc
B

Dutch Bros Inc.. reports second quarter 2023 financial results. Business Wire. (2023, August
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cond-Quarter-2023-Financial-Results

Number of Dutch Bros coffee locations in the USA in 2023. ScrapeHero. (2023, August 15).
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ere%20are%20853%20Dutch%20Bros,Coffee%20locations%20in%20the%20US

Wikimedia Foundation. (2023, September 4). Starbucks. Wikipedia.

https://en.wikipedia.org/wiki/Starbucks#:~:text=As%20of%20November%202022%2C%2
0the,while%20the%20remainder%20are%20licensed

Zippia. (2023). Dutch Bros coffee competitors.

https://www.zippia.com/dutch-bros-coffee-careers-203816/competitors/

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Zippia. (2023, July 21). Dutch Bros coffee number of employees, statistics, diversity,
demographics, and facts. Zippia.
https://www.zippia.com/dutch-bros-coffee-careers-203816/demographics/

Pearson, J. (2023). Report 4 [Unpublished paper]. Walter Cronkite School of Journalism

and Mass Communication, Arizona State University.

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