Dutch Bros Coffee: More Than Just Coffee

By Derek Simpson

The brand I chose for this social listening post is Dutch Bros Coffee. I picked it because it’s honestly one of my favorite coffee spots and has a huge online following. People don’t just go to Dutch Bros for coffee; they go for the vibe. The employees are known for being super friendly and upbeat, while the drinks are colorful and made to stand out on social media.

Dutch Bros' value proposition is built around community, energy, and positivity. Their drive-thru feels more like chatting with a friend than ordering at a coffee shop. They’re also really good at making every drink feel like a mini event with bright colors, limited-time flavors, and seasonal launches.

A lot of people online are talking about Dutch Bros, and the feedback is a mix of love, jokes, and some real criticism.

@Isabella415_ said, “I love Dutch Bros but they NEVER have any sense of urgency and it bothers me.” @A3_Morales replied, “They’re too busy asking you about your life story and telling you what they did last night 💀 like can I have my coffee?” which shows how their friendly vibe can sometimes feel a little too casual for people in a hurry.


Others were more positive. @JayBands24 said, “9-1-1 got me feelin like I’m off a perc, Dutch Bros undefeated, better than Starbucks ngl.” These types of posts are common. People really hype up their drinks and the energy of the brand.



On Instagram, fans often comment things like “I love Dutch and this collab 🥰” or “Almost all broistas know my order when I drive up. One saw me turn in and had my drink made before I ordered!! The best!!” Dutch Bros replies with short, casual messages like “that’s amazing!!” or clapping emojis, keeping their tone light and fun.



There were also some negative or critical posts. For example, @WalksSlow shared a link criticizing Dutch Bros for alleged actions involving Indigenous tribes, saying, “Go ahead and add Dutch Bros to the list of anti-Indigenous coffee chains.” Comments like this show how serious issues can appear in between all the lighthearted hype.


Dutch Bros does an excellent job on platforms like Instagram, TikTok, and X (Twitter), with a combined 2.63 million followers across those apps. Their posts are bright, fast-paced, and built for sharing. They focus on limited-time drinks, fun videos with employees, and hashtags like #DutchLuv and #DrinkDutch to make people feel part of something bigger than just grabbing a coffee.

Their marketing challenge is balancing that hype with the fact that some customers feel priced out or frustrated with lines. But honestly, that kind of problem just shows how big their following has gotten.

Dutch Bros keeps it light when talking to customers online. Their responses are usually short, positive, and full of emojis. It matches their brand perfectly. If I were their brand manager, I’d keep the fun tone but maybe be a little more direct with negative feedback, like acknowledging long wait times or pricing concerns in a playful but honest way. That could make customers feel heard without ruining their good vibe.


This assignment showed me how powerful a brand can be when it connects with people emotionally, not just through the product. Dutch Bros is basically selling good energy as much as they’re selling coffee. Their online presence is strong, their fan base is loyal, and their social media is a huge part of their success. Listening to what people say online is an easy way to see both their strengths and their weak spots, and right now, their strengths outshine their weaknesses.












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