# Dutch Bros. Coffee: Travis Boersma

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-06-26
- Length: 1h 17m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma

## Summary

Travis Boersma, co-founder of Dutch Bros., explains how he and his brother Dane started with a pushcart in Grants Pass, Oregon, in 1992, learning espresso craft from local roasters like Paul Layton of Coffee Corner. They pivoted from carts to custom drive-through trailers, developed proprietary products like Blue Rebel energy drink and the Mocha using Valley Rogue Dairy chocolate milk, and navigated a franchise model that eventually shifted to corporate ownership. The episode details the company's growth to over 700 locations, the tragic loss of Dane to ALS, and the successful $500 million IPO in 2021.

## Chapters

- [3:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=181) Introduction: Travis Boersma and the First Day
- [5:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=332) Background: Dairy Farming and Early Business Ideas
- [12:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=775) Learning Espresso: Boyd's Coffee and Paul Layton
- [19:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=1168) The First Cart: Menu Development and Location
- [31:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=1897) First Challenges: Parking Lot Dispute and Fred Meyer
- [41:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=2463) The Drive-Through Pivot and Marty McKenna Partnership
- [47:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=2856) Buying Out Marty and the 2004 Warehouse Fire
- [54:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=3252) Dane's ALS Diagnosis and Travis's Coping
- [1:05:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=3943) Pivoting Franchising: The 'Relationship Business'
- [1:12:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-06-26-dutch-bros-coffee-travis-boersma#t=4362) Blue Rebel, Corporate Ownership, and the IPO

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Dutch Bros. (company)
- Boyd's Coffee (company)
- Coffee Corner (company)
- Western Espresso (company)
- Valley Rogue Dairy (company)
- Fred Meyer (company)
- Grocery Outlet (company)
- Red Bull (product)
- Blue Rebel (product)
- Mocha (product)
- Golden Eagle (product)

## Related episodes from other shows

- [Founder Feature: Amna Mettmann of Brause](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-18-founder-feature-amna-mettmann-of-brause) (The Startup CPG Podcast)
- [Founder Feature: Greg Cahn of Tamar Date Coffee](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-09-12-founder-feature-greg-cahn-of-tamar-date-coffee) (The Startup CPG Podcast)
- [Founder Feature: Caroline Howard Walker Brothers](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-13-founder-feature-caroline-howard-walker-brothers) (The Startup CPG Podcast)
- [Founder Feature: Cason Crane of Explorer Cold Brew](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-22-founder-feature-cason-crane-of-explorer-cold-brew) (The Startup CPG Podcast)
- [Founder Feature - Fane He and Kyle Nguyen of  The Lucky Ox](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-20-founder-feature-fane-he-and-kyle-nguyen-of-the-lucky-ox) (The Startup CPG Podcast)

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