Where Coffee Meets Culture: My Experience with Orientation, Socialization, and Culture at Dutch Bros (by Karina Martinez)

When people think of Dutch Bros, they usually picture colorful drinks, loud music, free stickers, and baristas so friendly they’ll jump in the car with you.  As someone who has had the opportunity to work for Dutch Bros, I can say that the energy customers feel isn’t an act; it is the result of intentional and effective HR practices that are focused on orientation, socialization, and culture. From your very first day, you experience how these practices shape the entire Dutch experience. 

Orientation, Socialization, Culture 

In HR management, orientation is the introduction of the role and company to new hires. This is intended to help them feel welcomed and informed. Socialization goes beyond the initial training process; it’s how new hires grasp the organization’s values, behaviors, and traditions over time. Together, these functions play a key role in developing the organization's culture, which is shared beliefs and attitudes that define how people interact and perform at work. Dutch Bros does an amazing job at connecting these three HR functions to create a culture that is consistent and authentic. 

My Orientation Experience  

My Dutch Bros orientation was unlike any other job I’ve had. Instead of filling out forms and reading policies, I was immersed in the energy and spirit of being a “broista.” My manager and operator talked as much about building relationships with people as they did about coffee. We discussed how the Boersma brothers built Dutch on the idea of community and giving back. We also practiced how to connect with customers on a personal level, not just taking orders and getting them out as fast as possible. 

This orientation went beyond basic job training; it emphasized the company’s values and community spirit. It made me feel recognized as an individual and inspired to contribute from the very beginning. 

Socialization: Becoming a Broista 

The socialization process at Dutch Bros is ongoing and deeply personal. I was paired with experienced “broistas” who modeled how to maintain energy during busy shifts, how to personalize customer interactions at the window and as a linebacker taking orders, and how to stay positive even when it’s 5:00 a.m. and the drive-thru line wraps around the building. 

At Dutch Bros, they call it the “Dutch Fam” for a reason. Everyone looks out for each other, celebrates wins together, and helps one another grow. Managers often started in the same position I did, so they understand what it’s like and lead with empathy. This mentoring system makes socialization natural and ongoing. 

Culture: The Heart of Dutch Bros  

Dutch Bros’ culture is truly what sets it apart. The company genuinely believes that if we take care of people, both employees and customers, the rest will follow.  This culture shows up in everyday moments, like how we celebrate everyone’s birthdays, check in on each other, and even support local communities through events such as “Buck for Kids” and “Dutch Luv” day.  

Working here has shown me how culture can’t just be written in a handbook; it has to be lived. Our managers reinforce it by recognizing effort, promoting positivity, and creating space for everyone’s voice. This positive environment makes it easy to stay motivated and connected, even on the busiest days. 

Why This Works 

The way Dutch Bros approaches orientation and socialization works because it creates a sense of belonging from the very beginning. The company uses HR practices as tools to build relationships instead of formalities. Employees are empowered to be themselves while sharing the mission to “make a difference one cup at a time.”  That blend of structure and authenticity keeps the culture strong even as the company continues to grow nationwide. 

Working at Dutch Bros has given me a firsthand look at how effective HR practices can shape a positive and lasting culture. From the moment I joined, I was welcomed, supported, and encouraged to grow. Dutch Bros proves that orientation and socialization aren’t just steps in a hiring process; they’re the foundation of a community. When a company invests in its people, culture becomes its greatest strength. 

Discussion Questions  

1. What can other hospitality businesses learn from Dutch Bros’ people-centered approach to onboarding and socialization? 
2. As Dutch Bros opens 175 stores within the next year, how can HR ensure that the same sense of family and culture remains consistent across all locations? 

About the Author 

Karina Martinez is a Hospitality Management major at Cal Poly Pomona with a focus on Event Management. Her experience working at Dutch Bros under operator Nick Bates taught her the value of strong workplace culture, intentional training, and genuine connection in fast-paced environments. Additionally, working large-scale events in Las Vegas showed her how communication, teamwork, and shared culture are essential for success under pressure. These experiences have deepened her interest in event operations and motivated her to continue growing professionally. After graduation, Karina plans to work in sports event operations and pursue a master’s degree in Sports Management at UNLV.  

Note: The picture was downloaded from Logos-World.net. Karina Martinez submitted this essay as an assignment to Dr. Linchi Kwok's HRT 3500 Management of Human Resources in Hospitality at Cal Poly Pomona.