---
id: "entity-dutch-bros"
type: "entity"
entityType: "organization"
canonicalName: "Dutch Bros"
aliases: []
source_timestamps: ["§ How to Make It Work"]
tags: ["company", "case-study", "food-beverage"]
related: ["concept-empowering-culture"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-105-fast-growing-better-decisions"
sourceUrl: "https://hbr.org/2026/05/how-fast-growing-companies-can-make-better-decisions"
sourceTitle: "How Fast-Growing Companies Can Make Better Decisions"
---
# Dutch Bros

**Profile.** U.S. coffee chain, used as an example of an [[concept-empowering-culture|empowering culture]] anchored in **purpose**.

**In this source.** Its purpose (**"makes a massive difference one cup at a time"**) and values (**speed, quality, service**) guide baristas in using structured empowerment to **customize drinks without optimizing purely for speed** at the expense of customer experience.

> **Enrichment.** Dutch Bros' corporate site is the canonical reference; the research shows it only as an example of purpose-driven culture in the book context.