# Advice Line with Travis Boersma of Dutch Bros

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-02-13
- Length: 45m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros

## Summary

Dutch Bros co-founder Travis Boersma joins Guy Raz to advise three early-stage founders: Sean Chang of Mukja Korean Fried Chicken, who is struggling with delivery app margins; Trenton Yoder of Pine Ridge Coffee, deciding between DTC and wholesale; and Yasmin Santos of Altar Native Bar, seeking to scale her non-alcoholic elixir business. Boersma and Raz suggest Mukja pivot to corporate catering and unique street snacks, advise Pine Ridge to differentiate through storytelling and local university partnerships, and encourage Altar to consider ready-to-drink formats like cans or bottles to reach the mainstream. The episode highlights the importance of adapting business models, protecting margins, and educating consumers on new product categories.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros#t=0) Introduction: Travis Boersma and Dutch Bros Overview
- [5:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros#t=359) Mukja Korean Fried Chicken: Delivery Margins and Catering Pivot
- [20:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros#t=1213) Pine Ridge Coffee: DTC vs. Wholesale Strategy
- [29:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros#t=1791) Altar Native Bar: Scaling Non-Alcoholic Elixirs
- [43:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros#t=2632) Boersma's Advice: Adapt or Die

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Dutch Bros (company)
- Mukja Korean Fried Chicken (company)
- Pine Ridge Coffee (company)
- Altar Native Bar (company)
- Uber (other)
- DoorDash (other)
- Chick-fil-A (company)
- Starbucks (company)
- Guayaki (company)
- Liquid Death (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [#179 - Bootstrap Heroes: Hazard's Hop Water, SWAIR, Gourmend Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-21-179-bootstrap-heroes-hazards-hop-water-swair-gourmend-foods) (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: 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)
- [#66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-25-66-sharing-is-caring-how-alison-cayne-havens-kitchen-share-cooking-confidence-an) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.