#CX 31: Creating Raving Fans Through Your Company Culture w/ Dutch Bros Coffee

WEBVTT 1 00:00:00.600 --> 00:00:06.400 Our producties method of green people so that we can tests relationships people. I 2 00:00:06.519 --> 00:00:10.470 mean our miss is to make a difference in the community, and the people 3 00:00:11.150 --> 00:00:15.150 copies just the way to get in through the door. So we can do 4 00:00:15.310 --> 00:00:21.149 that. A relationship with the right referral partner could be a game changer for 5 00:00:21.350 --> 00:00:25.940 any BEDB company. So what if you could reverse engineer these relationships at a 6 00:00:26.059 --> 00:00:31.739 moment's notice, start a podcast, invite potential referral partners to be guests on 7 00:00:31.820 --> 00:00:37.369 your show and grow your referral network faster than ever. Learn more at sweet 8 00:00:37.369 --> 00:00:46.770 fish Mediacom. You're listening to be tob growth, a daily podcast for B 9 00:00:46.890 --> 00:00:51.159 TOB leaders. We've interviewed names you've probably heard before, like Gary vanner truck 10 00:00:51.200 --> 00:00:55.119 and Simon Senek, but you've probably never heard from the majority of our guests. 11 00:00:55.759 --> 00:00:59.719 That's because the bulk of our interviews aren't with professional speakers and authors. 12 00:01:00.280 --> 00:01:03.159 Most of our guests are in the trenches leading sales and marketing teams. They're 13 00:01:03.159 --> 00:01:08.629 implementing strategy, they're experimenting with tactics, they're building the fastest growing BEDB companies 14 00:01:08.670 --> 00:01:11.829 in the world. My name is James Carberry. I'm the founder of sweet 15 00:01:11.870 --> 00:01:15.510 fish media, a podcast agency for BB brands, and I'm also one of 16 00:01:15.510 --> 00:01:19.500 the CO hosts of this show. When we're not interviewing sales and marketing leaders, 17 00:01:19.659 --> 00:01:23.219 you'll hear stories from behind the scenes of our own business. Will share 18 00:01:23.299 --> 00:01:26.620 the ups and downs of our journey as we attempt to take over the world. 19 00:01:27.260 --> 00:01:38.849 Just getting well, maybe let's get into the show making memorable moments, 20 00:01:38.290 --> 00:01:44.569 creating human connection, building real relationships, not as a strategy or a tactic, 21 00:01:44.849 --> 00:01:48.400 but as a way of life. That's what we're talking about today on 22 00:01:48.439 --> 00:01:51.359 the Bob Growth Show. My name is Ethan, but I host the customer 23 00:01:51.439 --> 00:01:53.840 experience series here on the show, and I've got two guests for you here 24 00:01:55.120 --> 00:02:00.079 in the same conversation. They're from Dutch Bros Coffee, a company that's built 25 00:02:00.079 --> 00:02:06.269 a truly fanatical fan base in a highly competitive market. The secret investing in 26 00:02:06.510 --> 00:02:12.069 people. This episode brings a beautiful blend of philosophy and practicality. I hope 27 00:02:12.110 --> 00:02:15.939 you enjoy it. Hey, thanks for clicking play on this episode of the 28 00:02:16.020 --> 00:02:22.300 customer experience podcasts. You and I are about to experience a first here on 29 00:02:22.419 --> 00:02:25.939 the show, two guests on the same episode. These guys have spent ten 30 00:02:25.979 --> 00:02:31.090 years and twenty years respectively, helping build community, build teams that ultimately create 31 00:02:31.169 --> 00:02:37.050 satisfied customers for Dutch Bros Coffee, which is the largest privately held drive through 32 00:02:37.090 --> 00:02:40.210 coffee chain in the United States, with about three hundred locations and more than 33 00:02:40.330 --> 00:02:46.400 Twelvezero team members. Not Too long ago they were Vice President of people development 34 00:02:46.680 --> 00:02:51.159 and Senior Vice President of leadership, but today they are the vice president of 35 00:02:51.240 --> 00:02:54.680 southwest field operations. As a senior vice president of fields operations, I'm looking 36 00:02:54.680 --> 00:02:59.990 forward to getting into people, into culture leaders, get field operations and more. 37 00:03:00.030 --> 00:03:06.030 Lance rister and Levi airas welcome to the customer experience podcast than you were 38 00:03:06.110 --> 00:03:08.550 so to be here. Yeah, I'm really excited to have you. You 39 00:03:08.590 --> 00:03:12.389 know, before I have a standard open and it's a fun one. It's 40 00:03:12.389 --> 00:03:15.979 your definition of customer experience. Before we go there, I want to say 41 00:03:15.259 --> 00:03:19.860 if you show up, add a Dutch pros, what's your go too? 42 00:03:20.020 --> 00:03:22.939 What's your go to drink? What are you what are you hoping happens there 43 00:03:23.020 --> 00:03:27.099 and what are you ordering? I feel like there's a natural evolution through your 44 00:03:27.169 --> 00:03:30.810 time to dust Bros. We usually start off as a customer willst the time 45 00:03:30.889 --> 00:03:34.650 and we start off with a super sweet drink. My favorite when I started 46 00:03:34.810 --> 00:03:38.169 was a white chocolate annihilator. It's White Chop, an Acadainian that bred a 47 00:03:38.330 --> 00:03:45.319 really good and it's slowly became a blacker. Huh. I love my blade 48 00:03:45.639 --> 00:03:49.879 and it's my Ghosti every time. Yeah, my progression was the exact same 49 00:03:50.039 --> 00:03:53.639 the annihilator to the Americana exce. If I do a small quad with reheaving 50 00:03:53.680 --> 00:03:58.030 moving green. Oh my gosh, a quad. That's pretty hardcore, man. 51 00:03:58.629 --> 00:04:00.550 Yeah, that's what we do. If you're gonna play your let our 52 00:04:00.669 --> 00:04:04.990 yeah, all right. So let's get into customer experience specifically. Feel like 53 00:04:05.229 --> 00:04:09.270 this whole thing is just going to tie together so nicely because of the way 54 00:04:09.310 --> 00:04:12.419 you approach your business. But let's just start right. They're like, what 55 00:04:12.539 --> 00:04:17.819 are your thoughts? What are some characteristics of customer experience? Characteristics of customers 56 00:04:17.860 --> 00:04:25.209 experience? I love that question, especially of this is an experience right, 57 00:04:25.410 --> 00:04:31.370 because to us is primarily about a moment that is created between two individuals. 58 00:04:31.850 --> 00:04:36.769 A desire meets the craft and there's an opportunity between those two things, or 59 00:04:36.769 --> 00:04:42.800 the way those things, with those two people interact. That is an opportunity 60 00:04:42.879 --> 00:04:47.160 for experience something memorable that someone, their customer, can feel honor in a 61 00:04:47.279 --> 00:04:51.839 way that they want to share that with other people so that they can experience 62 00:04:51.910 --> 00:04:57.670 the same feeling. It's an opportunity. Not everyone gets run every time, 63 00:04:58.230 --> 00:05:02.829 but it is as an Opturne to create a moment with another moon being as 64 00:05:02.870 --> 00:05:06.740 a simulation for hopefully long to relationship. To me, and I'm just add 65 00:05:08.540 --> 00:05:12.420 we get to meet people where they are in life. We're going through US 66 00:05:12.500 --> 00:05:15.980 and downs. Everybody's going through different phases of life and it's finding out the 67 00:05:16.139 --> 00:05:20.060 moment that that person is going through and meeting in and that place to provide 68 00:05:20.139 --> 00:05:25.290 in the best possible experience that they need at that moment. We I mean 69 00:05:25.370 --> 00:05:30.250 we've heard stories and Dutch rose people coming in right after their diagnosed with cancer 70 00:05:30.290 --> 00:05:32.449 or love of them passing away and the employee has to be as shoulder to 71 00:05:32.569 --> 00:05:35.959 crying. At the same time you have people come through that they just got 72 00:05:36.120 --> 00:05:40.480 married or they just had their first child and they're so excited and we've got 73 00:05:40.600 --> 00:05:44.000 to celebrate with them. So it's I think it's just meeting the customer at 74 00:05:44.040 --> 00:05:47.560 that's best space and time that they need in that very moment. I love 75 00:05:47.600 --> 00:05:51.110 it. I love the relationship basis to long term aspect of it. I 76 00:05:51.310 --> 00:05:57.029 loved your use of the word honor right, like I'm honoring this person's Decie 77 00:05:57.470 --> 00:06:00.149 to show up and be here with me. Right and and so good. 78 00:06:00.269 --> 00:06:03.189 I want to get into some of those stories. But first, just for 79 00:06:03.269 --> 00:06:06.339 folks that are listening, you were named in two thousand and seventeen is a 80 00:06:06.420 --> 00:06:11.740 small giant by Forbes, which is makes you one of America's best small companies. 81 00:06:11.980 --> 00:06:13.939 To me, by the way, at a company with like a hundred 82 00:06:13.939 --> 00:06:17.610 and forty team members, twelvezero sounds like a pretty big company. But give 83 00:06:17.649 --> 00:06:20.610 folks a little bit of context, just like General Biss like, what do 84 00:06:20.649 --> 00:06:24.009 you tries? What do you guys trying to get done? What is the 85 00:06:24.050 --> 00:06:27.329 business look like? Just at a high level for context for maybe four folks 86 00:06:27.370 --> 00:06:30.329 that don't live out west. Yeah, so we started off as a little 87 00:06:30.410 --> 00:06:34.160 push park coffee shop in downtown grants class in one thousand nine hundred and ninety 88 00:06:34.160 --> 00:06:39.600 two. Until two thousand and eight, we franchise our company and we had, 89 00:06:40.120 --> 00:06:45.319 I want to say fifty the sixty franchise's instead of states. And in 90 00:06:45.480 --> 00:06:49.310 two thousand and fourteen I believe is when we suppish to company on, company 91 00:06:49.350 --> 00:06:54.709 on model. So we have right out about fifty percent franchise and fifty percent 92 00:06:54.829 --> 00:07:00.389 company out and we currently have three hundred and fifty four locations and we are 93 00:07:00.500 --> 00:07:04.060 old and hit eight hundred by two thousand and twenty three. So we're growing 94 00:07:04.100 --> 00:07:08.740 at a really, really huge rate right now and it's been a really, 95 00:07:08.819 --> 00:07:12.819 really excited season. But yeah, that's where we're at and where we're going. 96 00:07:13.699 --> 00:07:17.769 So it's obviously a super competitive field, right like at some point in 97 00:07:17.970 --> 00:07:23.129 your growth arc, starbucks was like, Oh man, we need drive through 98 00:07:23.209 --> 00:07:27.209 its right, and they're not the only company that turn that light on. 99 00:07:27.290 --> 00:07:30.360 That's obviously where you guys start. That's your sweet spot, that's your model. 100 00:07:30.000 --> 00:07:34.399 You know, in this super competitive space, what makes you guys unique? 101 00:07:36.319 --> 00:07:42.519 I think people would say that what makes us unique is our tension to 102 00:07:43.639 --> 00:07:47.029 trying to build real relationships with people and not of the strategy but as a 103 00:07:47.110 --> 00:07:53.910 lifestyle, not as a tactic just for retention, but as a development of 104 00:07:53.990 --> 00:07:58.029 something a little bit more meanful. And I think as much as we're probably 105 00:07:58.069 --> 00:08:01.019 criticized for being a little over the top without energy, we also get an 106 00:08:01.060 --> 00:08:07.899 equal amount of praise for the authentic to people. So yeah, I say 107 00:08:07.939 --> 00:08:11.819 that's probably what people would say. Makes a social idea and the competitive nature 108 00:08:11.899 --> 00:08:18.569 of the industry pushes us to be more creative in some our operatings and all 109 00:08:18.610 --> 00:08:24.009 those like normal business tackle things like making sure you're keeping up with creative dream 110 00:08:24.089 --> 00:08:28.920 ideas, making sure that you know you're in front of all that stuff. 111 00:08:28.759 --> 00:08:35.879 But all tension really says, tethered to otter great moments or people who need 112 00:08:35.960 --> 00:08:39.000 them when they need them, in the way they need them. I love 113 00:08:39.080 --> 00:08:41.789 it. I think like attracts like. I mean this idea that you know 114 00:08:41.870 --> 00:08:46.549 you get criticized for something, but you also get praised for it, that 115 00:08:46.629 --> 00:08:50.230 that's what attracts the employees, that's what attracts the customers, you know, 116 00:08:50.590 --> 00:08:54.429 and it's based in who you are. And so I love the language around 117 00:08:54.870 --> 00:08:58.419 not making it as grategy or tactic but a lifestyle. So, and I 118 00:08:58.500 --> 00:09:01.500 want to get into that a little bit because it's I guarantee, without having 119 00:09:01.539 --> 00:09:07.220 met you guys before, that it's in the way that you're recruiting and attracting 120 00:09:07.259 --> 00:09:09.169 and hiring. It's probably in the way you're on boarding. It's probably in 121 00:09:09.169 --> 00:09:15.009 the way that you're training and coaching your team members. Let's get to it 122 00:09:15.090 --> 00:09:16.409 from the kind of the community angle. So, as I was going through 123 00:09:16.450 --> 00:09:20.649 the website, of course, these are just a few lines that I read 124 00:09:20.769 --> 00:09:22.450 that just said community to me. So I love for you to speak to 125 00:09:22.529 --> 00:09:26.000 them, not specifically, but but the spirit behind it, because I know 126 00:09:26.159 --> 00:09:28.639 that it's natural to you. I also want to get into the language of 127 00:09:30.360 --> 00:09:33.200 mobsters and the Dutch creed and all these things. I want to get into 128 00:09:33.200 --> 00:09:37.600 that language. So I think that's in that overthetp thing that some people maybe 129 00:09:37.759 --> 00:09:41.149 can't attach to. But you know, on the employment page one of the 130 00:09:41.230 --> 00:09:43.669 calls to actions join the Mafia. On the story page, we maybe a 131 00:09:43.750 --> 00:09:48.549 coffee company, but we're in the relationship business. Coffee is what we do, 132 00:09:48.870 --> 00:09:52.629 but it's not who we are. Talk about this sense of belonging and 133 00:09:52.789 --> 00:09:58.700 like how that manifests itself in the way you operate. Yeah, we also 134 00:09:58.779 --> 00:10:03.340 said these our product copies, just just a method of bring people and so 135 00:10:03.460 --> 00:10:07.730 that we can testaish relationships with people. I mean our mission is to make 136 00:10:07.929 --> 00:10:11.970 a difference in the community and the people lives of community copies just the way 137 00:10:13.049 --> 00:10:16.450 to get them through the door so that we can do that and it's been 138 00:10:16.490 --> 00:10:18.490 an amazing Joan. A lot of US started, as brow he says, 139 00:10:18.490 --> 00:10:24.399 in a company grow. He says numbers, but I started in using back 140 00:10:24.440 --> 00:10:28.919 in two thousand and nine. You started in the Miller and two two. 141 00:10:30.919 --> 00:10:35.029 But when you start with this company, you realize that it truly is about 142 00:10:35.070 --> 00:10:39.990 the mission that we're on and there's something about it that's just so your magnetized 143 00:10:41.070 --> 00:10:43.029 to it and you want to be a part of it. You feel like 144 00:10:43.110 --> 00:10:48.830 you truly are making a difference in people's lives every single day and it's been 145 00:10:48.870 --> 00:10:52.379 an amazing journey for me. I was going to school, going to college, 146 00:10:54.019 --> 00:10:58.340 was working at a standing U team while finishing on my degree, you 147 00:10:58.419 --> 00:11:03.019 know, pursue something in the medical fielder and science, and got my degree. 148 00:11:03.259 --> 00:11:05.009 was trying to figure out what I wanted to do and I was like, 149 00:11:05.090 --> 00:11:07.129 why would I want to leave a company that I feel like I never 150 00:11:07.330 --> 00:11:13.529 worked at, but never actually working? Every day I'm actually just having a 151 00:11:13.690 --> 00:11:16.970 fun time, listening to music and hang out with my best friends from all 152 00:11:16.009 --> 00:11:20.120 over the city all day long and it's the coolest single world and we truly, 153 00:11:20.159 --> 00:11:24.200 we truly live that out every day. That's who we are and a 154 00:11:24.279 --> 00:11:28.840 school always be like too. Some of that language arena website. We love 155 00:11:28.879 --> 00:11:33.669 language, we love connection without communication, we love pushing ourselves to be better 156 00:11:33.870 --> 00:11:39.509 at it and we also want to be playable, like if if we're not 157 00:11:39.629 --> 00:11:43.669 having fun, like, how is it going to be attractive? Like everybody's 158 00:11:43.669 --> 00:11:48.379 attracted to doing things that are enjoyable, and if we aren't enjoying what we're 159 00:11:48.379 --> 00:11:54.740 doing and if we're not authentic examples of people who are being filed by our 160 00:11:54.779 --> 00:11:58.779 contribution to this thing, then it's not going to be magnetic to the type 161 00:11:58.779 --> 00:12:03.889 of people that want. And people tend, to my rate, towards what 162 00:12:03.970 --> 00:12:09.009 we're doing because they either a are like us or be would like to be 163 00:12:09.809 --> 00:12:15.370 like the people who work for us, who are enjoying ordering for the community. 164 00:12:15.759 --> 00:12:18.480 And so we're really fortunate in the sense that I feel like we've done 165 00:12:18.919 --> 00:12:26.120 a really good job of hiring people who just authentically care about people and or 166 00:12:26.120 --> 00:12:30.669 at least real close to finding that place in themselves. You know, I 167 00:12:30.870 --> 00:12:33.870 see more often and known people are enter doing with dust brows. They're like 168 00:12:33.389 --> 00:12:37.190 you guys have something so special and I want to figure out I want to 169 00:12:37.190 --> 00:12:41.350 be a part of that one. They're coming in being a raving fan right 170 00:12:41.429 --> 00:12:43.539 out of the gate. They're just there see something special about us and they're 171 00:12:43.580 --> 00:12:48.500 just they want to be a part of it. So it's been so I'm 172 00:12:48.539 --> 00:12:52.500 going to assume, then, that, like both of you and like you 173 00:12:52.620 --> 00:12:58.649 just offered, some significant share of your team members or employees or mafia members 174 00:12:58.690 --> 00:13:03.450 are former customers, or I guess they're still kind of current customers but they 175 00:13:03.490 --> 00:13:07.610 work there. Yeah, yeah, I would say a lat of a majority 176 00:13:07.730 --> 00:13:11.090 of them are. The only time where that might not be the cases if 177 00:13:11.090 --> 00:13:16.480 we're going into a new market, but pretty quickly they become our biggest customers, 178 00:13:16.120 --> 00:13:20.240 as there are employs. Cool, let's do a quick drive by and 179 00:13:20.279 --> 00:13:22.519 that. Like, what markets are you in and and what where are you 180 00:13:22.799 --> 00:13:26.080 going in route to? I think you said eight hundred stores or nine hundred 181 00:13:26.080 --> 00:13:30.789 stores. What markets are you in now so people can check this out and 182 00:13:30.870 --> 00:13:33.590 experience it, and where might you be going, if you're willing and able 183 00:13:33.629 --> 00:13:39.509 to disclose that? Yeah, we're primarily west coast space. We're in Oregon, 184 00:13:39.710 --> 00:13:46.139 Washington, California, Idaho, Nevada, Colorado and Arizona, and we're 185 00:13:46.179 --> 00:13:50.100 really still saturating in a lot of those states. I think the state that 186 00:13:50.179 --> 00:13:52.220 saturated the most is Oregon, where we started. We've got to think a 187 00:13:52.220 --> 00:13:58.809 hundred, forty locations in Oregon and now we're starting to expand into some new 188 00:13:58.889 --> 00:14:03.289 states and New Territories. We're still saturating in Arizona and Las Vegas market in 189 00:14:03.370 --> 00:14:09.519 Nevada. We're starting to look in Hollow Quer key and Utah and Texas isn't 190 00:14:09.559 --> 00:14:15.240 too far out. So yeah, we're growing and our goal is to grow 191 00:14:15.320 --> 00:14:16.759 at a rate that we don't lose sight of who we are. And now 192 00:14:16.799 --> 00:14:20.679 we have the right people to go out there and make plan the dust rose 193 00:14:20.720 --> 00:14:24.830 flag in a new community. And if we don't have the right people then 194 00:14:24.870 --> 00:14:28.230 we're willing to completely alter growth. It's not worth sacrificing who we are to 195 00:14:28.389 --> 00:14:33.230 grow. So we're always evaluating our growth rate making should we have the right 196 00:14:33.350 --> 00:14:35.750 people to do it, and if we don't have the right people then we're 197 00:14:35.789 --> 00:14:37.659 going to stop. But as of right now it's looking like New Mexico, 198 00:14:39.259 --> 00:14:43.700 Texas and Utah Our next logical steps. Awesome, it's so important. This 199 00:14:43.899 --> 00:14:46.820 idea of and we've gone through it and fits again. We're a fraction, 200 00:14:46.860 --> 00:14:50.539 a fraction of your size, so much different business. But that's something that 201 00:14:50.700 --> 00:14:54.730 we've you know, we've called the EBB and flow of a little bit. 202 00:14:54.850 --> 00:14:58.370 You know, as we as we have our own growth targets and we end 203 00:14:58.570 --> 00:15:01.610 we hired a plan in these types of things. But protecting what makes the 204 00:15:01.769 --> 00:15:05.769 company unique then, what makes the company special and what makes it a place 205 00:15:05.850 --> 00:15:09.000 that you guys want to show up every day and makes customers want to show 206 00:15:09.000 --> 00:15:13.679 up at the stores every day. One of the most important things that can 207 00:15:13.720 --> 00:15:18.120 happen in the growth of a company is that you protect and preserve what makes 208 00:15:18.159 --> 00:15:24.389 it so great for you as team members and for the customers who show up. 209 00:15:24.870 --> 00:15:26.549 Fortunately, you're in a business were probably allowed from show up every day 210 00:15:26.590 --> 00:15:31.389 or maybe even multiple times a day. But how do you do that functionally? 211 00:15:31.509 --> 00:15:35.070 Like, how do you know you've got the right people? When did 212 00:15:35.110 --> 00:15:37.700 the flags go up? Maybe when in the history of the company, because 213 00:15:37.700 --> 00:15:41.940 you both been around so long, when did it becomes so obvious that that's 214 00:15:43.019 --> 00:15:46.340 something you have to protect and what are you doing to protect it? Yeah, 215 00:15:46.419 --> 00:15:50.330 I say that for sure, to start out you didn't know what that 216 00:15:50.450 --> 00:15:54.450 thing is. I think a lot of people saying what it is or they 217 00:15:54.570 --> 00:15:58.250 start out with these core values that they prod that they believe are going to 218 00:15:58.250 --> 00:16:03.210 be the guard rails for where they want to take their business. You have 219 00:16:03.330 --> 00:16:10.080 to know what it is, you have to dedicate to it daily, and 220 00:16:11.120 --> 00:16:15.120 the greatest killer, I think, they'll pull you away as distraction. So 221 00:16:15.360 --> 00:16:18.070 I believe that there's this idea that you have to constantly be challenging who you 222 00:16:18.149 --> 00:16:22.710 are, what you're about or trying what the world is trying, in an 223 00:16:22.789 --> 00:16:26.230 effort to be more successful. And like anything, I mean you can. 224 00:16:26.429 --> 00:16:30.990 You talk to old guys and they say you want to be successful, keep 225 00:16:30.990 --> 00:16:33.980 doing the same thing, just dedicate to it longer term. You know, 226 00:16:34.100 --> 00:16:37.700 don't give up on what you're doing. That is good, and so I'd 227 00:16:37.700 --> 00:16:42.740 say not. It is guard against it from distraction and, like find peace 228 00:16:42.940 --> 00:16:49.049 in the simplicity of your mission. I think we will complicate things because our 229 00:16:49.210 --> 00:16:57.529 core isn't flashy or seemingly profound, but there's beauty in focusing on your fundamentals 230 00:16:57.850 --> 00:17:00.210 every single day. I've said this before. It's some more speech. Is 231 00:17:00.250 --> 00:17:06.240 the only difference between a phenom and a beginner, is it? The PHOENOM 232 00:17:06.319 --> 00:17:11.160 understands the fundamentals that are everything breaks down to a couple symbol moves and if 233 00:17:11.200 --> 00:17:15.750 you do them perfectly over time, consistently, then you can master that thing. 234 00:17:15.230 --> 00:17:18.589 I think when you start to layer in a hundred other moves, which 235 00:17:18.630 --> 00:17:22.950 is I mean you can train that now with social media, market that, 236 00:17:22.190 --> 00:17:27.869 all this analytics, all this stuff. It's fantastic and you should levers whatever 237 00:17:27.910 --> 00:17:34.059 information of access to. However, don't get distracted from what your core is. 238 00:17:34.539 --> 00:17:37.940 I think you realize that. I can't. I can't see when we 239 00:17:38.099 --> 00:17:44.369 realize that we had to protect it. But you realize you have to protect 240 00:17:44.410 --> 00:17:48.930 things once you smell a threat to it, and that's generally in the form 241 00:17:48.049 --> 00:17:56.329 of a distraction or in titlement mindset. Any of those things and it'll stir 242 00:17:56.450 --> 00:18:02.200 up in your gut that there's something that could potentially harmless thing, if it's 243 00:18:02.279 --> 00:18:07.920 real and it's grounded in those human things. That's why I love your teacher, 244 00:18:07.160 --> 00:18:11.079 the rehumanized. I think it's so beautiful. If your cords rounded in 245 00:18:11.119 --> 00:18:15.470 those human things, the honor and other human beings, it will start something 246 00:18:15.589 --> 00:18:21.589 your soul that demands that you stand it up against the things that threaten it. 247 00:18:21.789 --> 00:18:25.910 That's both from the outside and from the inside, and I think the 248 00:18:26.029 --> 00:18:29.700 way you had against that is, again, you know you're about, you 249 00:18:29.819 --> 00:18:33.259 find people who are who come stock with a similar mindset, on a similar 250 00:18:33.259 --> 00:18:37.420 way of life, care about people in a similar way, and then you 251 00:18:37.539 --> 00:18:40.980 just consider the remind each other and all each other accountable. When we start 252 00:18:41.059 --> 00:18:44.930 to beer off on your language, it's it was a certain direction where it's 253 00:18:44.970 --> 00:18:49.049 not serving that cause of that core, or it's kind of but and and 254 00:18:49.170 --> 00:18:53.970 to add to that, likely we switch from a franchise model to a company 255 00:18:55.049 --> 00:19:00.200 own model because we brought in a lot of franchises who are super great entrepreneurial 256 00:19:00.279 --> 00:19:03.039 minds. That helped us get us to where we needed to be. But 257 00:19:03.200 --> 00:19:07.839 we also saw we have a bunch of phenomenal employs who love Dutch frozen. 258 00:19:07.920 --> 00:19:11.789 They believe dust frozen. They wanted to carry the dust prospig in the new 259 00:19:11.829 --> 00:19:14.509 areas, but they didn't have the financial means to do that. So we 260 00:19:14.589 --> 00:19:18.190 switch to a company own model and I think the coolest thing about it is, 261 00:19:18.750 --> 00:19:22.950 like we we're able to provide these and amazing opportunities for our best people 262 00:19:22.029 --> 00:19:26.579 to go out there and carry the mission forward everywhere and it's been it's been 263 00:19:26.940 --> 00:19:30.059 rewarding. We play a big one the selecting on these people and we're always 264 00:19:30.059 --> 00:19:33.019 there finding how we select, on how we user. What are we what 265 00:19:33.140 --> 00:19:37.099 are we weighing in on who goes and takes on that new mission? But 266 00:19:37.730 --> 00:19:41.089 the people, we had a large list, of Big Bench of people that 267 00:19:41.730 --> 00:19:45.490 love this company, care so much about what we're coming and want to go 268 00:19:45.609 --> 00:19:49.769 out there and do that and to provide those opportunities for the right people who 269 00:19:49.809 --> 00:19:52.640 go out there and carry it on has been incredible. It's awesome. I 270 00:19:52.960 --> 00:19:57.920 came across that bench concept as an idea in kind of reading up on you, 271 00:19:59.160 --> 00:20:02.880 on you guys before the show talk about the importance of that bench and 272 00:20:03.039 --> 00:20:06.519 like kind of cultivating it, because it ties into what you were talking about 273 00:20:06.559 --> 00:20:08.029 before, which is, you know, if we have the right people, 274 00:20:08.029 --> 00:20:11.190 were going to keep going and executing this plan. You might even have an 275 00:20:11.230 --> 00:20:15.470 opportunity, through great people on the bench, to maybe even get out ahead 276 00:20:15.470 --> 00:20:18.950 of the plan and be ahead of pace on that two thousand and twenty three 277 00:20:18.990 --> 00:20:22.859 goal. Well, how do you cultivate and and kind of keep track of 278 00:20:22.980 --> 00:20:26.940 the bench of, you know, the next great people for the next great 279 00:20:26.980 --> 00:20:30.619 market or the next great store, the next great opportunity for an individual like 280 00:20:30.740 --> 00:20:33.500 how do you manage the bench of talent that you have and how do you 281 00:20:33.619 --> 00:20:40.329 cultivate it? This is a business coaching team and this is business coaching team. 282 00:20:40.410 --> 00:20:44.730 They're regionalize across all our set estates and those guys all came from within, 283 00:20:45.289 --> 00:20:48.210 grew into the top of the leadership and there in the in the company, 284 00:20:48.450 --> 00:20:52.079 whether it was a a franchise or company, an operator, or they 285 00:20:52.160 --> 00:20:57.000 are high level leadership role, a regional manager for franchise, e. overseeing 286 00:20:57.039 --> 00:21:03.119 multiple locations, and we brought these guys in and their primary focus is evaluating 287 00:21:03.160 --> 00:21:07.150 and building our bench. So these guys are out working with our franchise. 288 00:21:07.190 --> 00:21:11.630 He's meeting with them on our rotational basis and spending time with the leaders in 289 00:21:11.670 --> 00:21:17.910 the field making sure that we're spending time developing them, helping franchise. He's 290 00:21:17.990 --> 00:21:21.819 providing them the tools to help prepare them for the next step when we do 291 00:21:22.019 --> 00:21:25.099 grow in the new areas and they want to go. And then we also 292 00:21:25.140 --> 00:21:30.220 have a companywide survey process where we have our employees are reviewing their leaders and 293 00:21:30.700 --> 00:21:33.970 we take those reviews and we work with each individual leader to talk about how 294 00:21:34.009 --> 00:21:37.529 we can do better leaders and how we can serve our crews better and serve 295 00:21:37.529 --> 00:21:42.569 our customers better. So our team primarily focuses on leading. This team that's 296 00:21:42.650 --> 00:21:47.440 working with all those people on the bench to give us a or were gun. 297 00:21:48.200 --> 00:21:52.480 I think we invest a lot in the development of those leaders, and 298 00:21:52.640 --> 00:21:57.240 not only in all ragional things, pollic seas and standards and all that whatever 299 00:21:57.519 --> 00:22:02.029 stuff, the textbook stuff. It's really in life stuff. We want to 300 00:22:02.150 --> 00:22:08.269 teach people how to think about solving problems and how to think about people like 301 00:22:08.630 --> 00:22:12.029 I don't like, especially the world's created right now. I don't know from 302 00:22:12.069 --> 00:22:18.299 notice for a while. And so us were investing in like how do you 303 00:22:18.500 --> 00:22:22.940 how do you have an honorable conversation? How the accepting of other people with 304 00:22:22.099 --> 00:22:26.059 different Moses, styles, from your places in different experiences, in a way 305 00:22:26.140 --> 00:22:30.210 that honors them and shows them that we can be on opposite ends of the 306 00:22:30.490 --> 00:22:36.730 solar system and we are she still belong together, like we should be together 307 00:22:36.730 --> 00:22:40.089 at well, we're designed to do this together, like is a team sport, 308 00:22:40.690 --> 00:22:45.440 and the more over, you can be too, every stranger you run 309 00:22:45.519 --> 00:22:48.640 into, the more you're actually make an impact on the planet. So if 310 00:22:48.680 --> 00:22:53.160 we can overinvest in teaching people how to think about what they're doing, how 311 00:22:53.240 --> 00:22:59.789 to think about teaching people how to do what they're doing, it just it 312 00:22:59.910 --> 00:23:04.029 just compounds. And I think there we have conversations with these young leaders in 313 00:23:04.150 --> 00:23:10.309 big roots that parents should be out with them or mentors should be out on 314 00:23:10.390 --> 00:23:14.140 with them, and it's just not happening and we feel a sense of duty 315 00:23:14.619 --> 00:23:18.140 to do that. And ultimately, the other day it's about trying to create 316 00:23:18.500 --> 00:23:22.019 those moments and those people have to do the hard work. Of the end 317 00:23:22.019 --> 00:23:25.940 of the day, that moment and that window is absolutely the most important thing 318 00:23:25.980 --> 00:23:29.009 that happens in our company and we will out the side of that. So 319 00:23:29.170 --> 00:23:32.410 how do we prepare those people for that? How do we make them adaptable? 320 00:23:32.730 --> 00:23:37.809 How we made them appreciative and grateful for the opportunity to meet someone that 321 00:23:37.890 --> 00:23:44.359 never met before? How we make magic just because it's it's why we're here, 322 00:23:44.480 --> 00:23:48.519 not be again, not because it's a tactic, and then also sorts 323 00:23:48.519 --> 00:23:52.200 of problem in the right as the motivation to get together in the first place. 324 00:23:52.279 --> 00:23:56.190 So good, I love that response. I actually feel like you're probably 325 00:23:56.390 --> 00:24:00.950 doing like the word that was in my head was like you're untraining or your 326 00:24:00.069 --> 00:24:04.470 UN coaching right. You're taking all that kind of baggage and things we like. 327 00:24:06.269 --> 00:24:10.660 I think there's still this expectation that we're supposed to be something different on 328 00:24:10.779 --> 00:24:15.900 the job than we are in real life. But you can't create those moments 329 00:24:15.940 --> 00:24:18.980 and you can't make real connection when you're wrapped up or in your head with 330 00:24:19.140 --> 00:24:23.059 some other persona besides who I am as a person. So I love what 331 00:24:23.140 --> 00:24:26.210 you're doing there. This just occurred to me. You know, what are 332 00:24:26.250 --> 00:24:30.690 a couple, if you have them to offer? Like, what are a 333 00:24:30.809 --> 00:24:34.650 couple? Like key books or key philosophies or, you know, pieces that 334 00:24:34.809 --> 00:24:37.170 that all of you've read, like it was so it bomb. I'm thinking 335 00:24:37.170 --> 00:24:41.039 of a book, because if bombomb, like one or two people will read 336 00:24:41.079 --> 00:24:42.079 a book and then like, Oh my gosh, this is the best thing. 337 00:24:42.200 --> 00:24:45.839 It speaks to how we view X, and then we'll all read it 338 00:24:45.880 --> 00:24:48.000 and it just gives us new language. It keeps US going. Like is 339 00:24:48.039 --> 00:24:52.269 there any like core curriculum, because, a, I want to read it 340 00:24:52.349 --> 00:24:57.509 or watch it or whatever and be I'm sure listeners might too. I don't 341 00:24:57.509 --> 00:25:00.910 know. Personally, one of my favorite books, and it's a book that 342 00:25:00.990 --> 00:25:08.059 we encourage our employees are read is rating. Fans can question a reading book 343 00:25:08.140 --> 00:25:14.180 about just make your persons are reading fan by meeting them where they are talking 344 00:25:14.220 --> 00:25:17.539 about earlier. And it's one of my favorite books of all time. We 345 00:25:17.619 --> 00:25:21.849 have this right list of books that we heard our voice read from. I'm 346 00:25:21.890 --> 00:25:26.289 in it all of the place, from certain leader to one thing. One 347 00:25:26.369 --> 00:25:32.970 Minute, manager Sho my rebookingly suggest people is qq question out of question. 348 00:25:33.250 --> 00:25:40.240 I think that's like some Jedi level, like navigating human behavior book. I 349 00:25:40.319 --> 00:25:42.880 mean you can ask yourself in questions, you can lead yourself in a positive 350 00:25:42.920 --> 00:25:47.359 way and you know how to ask the questions of other people and you can 351 00:25:47.680 --> 00:25:52.670 get places together, and not from a manipulation standpoint but from an authentic, 352 00:25:53.430 --> 00:25:59.990 heart grounded place. I think. I think we are on biggest deceivers personally, 353 00:26:00.509 --> 00:26:02.990 you know. So if we can learn to, like you said, 354 00:26:03.069 --> 00:26:07.019 on train ourselves of that, I think it's pretty posable for that one for 355 00:26:07.099 --> 00:26:10.380 me, unlock some of the I feel like just took it limuch. So 356 00:26:11.099 --> 00:26:12.940 I just picked up a book that I'm right now all the power of moments 357 00:26:14.059 --> 00:26:18.569 and it's about capitalizing on a moment. G experiences when, when you're going 358 00:26:18.769 --> 00:26:22.410 to an event or going to a place, what you remember from that experience 359 00:26:22.650 --> 00:26:26.970 and how to maximize on that experience, and it's been an incredible book for 360 00:26:27.130 --> 00:26:33.160 me just on realizing the importance of the moment and understanding where people are coming 361 00:26:33.200 --> 00:26:37.640 from when they're visiting. It's been a really good one too. That's awesome. 362 00:26:37.720 --> 00:26:41.519 That's the second reference to that book on this podcast and we're only like 363 00:26:41.079 --> 00:26:45.599 thirty five or forty episodes and so for those of you who are listening, 364 00:26:45.640 --> 00:26:49.430 I will link up all three of those references. I write up posts at 365 00:26:49.589 --> 00:26:55.829 bombombcom slash podcast on every episode. So if you've just been listening to this 366 00:26:55.950 --> 00:26:59.069 and you want to go deeper on some of these ideas, we're writing it 367 00:26:59.150 --> 00:27:02.900 up. There's more video clips and I put links to things that that folks 368 00:27:02.980 --> 00:27:04.900 mentioned that I know you'll want to have access to. You guys give one 369 00:27:04.980 --> 00:27:08.539 percent of gross sales back to I assume I want to know how this is 370 00:27:08.700 --> 00:27:12.420 executed, above all in addition to the motivation. But you give one percent 371 00:27:12.460 --> 00:27:18.170 of gross sales back for community based efforts. What was this Fark? I 372 00:27:18.250 --> 00:27:21.609 mean, I already get it, like I feel like I know who you 373 00:27:21.650 --> 00:27:25.009 guys are and what you're about, at least enough of a level to know 374 00:27:25.130 --> 00:27:29.609 that this absolutely makes sense for you and who you are. But what was 375 00:27:29.769 --> 00:27:32.559 you know, when did you start that and how do you actually executed? 376 00:27:32.640 --> 00:27:37.440 Is it store by stores? It yeah, call when we started that and 377 00:27:37.559 --> 00:27:42.039 one present is the only part we talked about. Our franchisees and afitors go 378 00:27:42.640 --> 00:27:48.470 way beyond that. There's some of those generous people I've met. But we 379 00:27:48.630 --> 00:27:56.950 designed it in just to be intentional, like it's something you can compare it 380 00:27:56.069 --> 00:28:00.740 to the tithing or whatever, but it is our intention. Birth is just 381 00:28:00.019 --> 00:28:03.180 this to give. So we want to make sure that we remind each other 382 00:28:03.579 --> 00:28:07.779 of that. And we're doing it in low communities because we're there, we're 383 00:28:08.019 --> 00:28:12.769 taking in the enjoyable things that community and we have an obligation to do something 384 00:28:14.250 --> 00:28:18.369 in return. Above and beyond operating a service or trying to create moments. 385 00:28:18.730 --> 00:28:23.650 We spend some of these resources that we've been blessed with to make where we're 386 00:28:23.690 --> 00:28:32.000 at better with it's always in our fore pillars, it's children and music, 387 00:28:32.319 --> 00:28:37.119 it's in health and is reported. is to really boil down intentionality. I 388 00:28:37.240 --> 00:28:41.710 know to add that, like we've been talking about our mission, a lot 389 00:28:41.789 --> 00:28:45.190 of relationships and making a difference in community. We want to make difference in 390 00:28:45.230 --> 00:28:49.190 the lives of the community. We also want to make differences with our community 391 00:28:49.230 --> 00:28:53.509 as a whole and a lot of our shops and leaders will go and volunteered 392 00:28:53.670 --> 00:28:57.900 to they just just so involved in the mission on making a difference that they 393 00:28:59.299 --> 00:29:02.900 go and volunteer their time at little food shelters. They'll go to food banks, 394 00:29:02.940 --> 00:29:07.339 they'll go to bas a families, different things to try and truly put 395 00:29:07.579 --> 00:29:11.130 put this in the forefront and how can we make this community better by being 396 00:29:11.210 --> 00:29:15.609 here? And it's been really exciting to see awesome. We do similar, 397 00:29:15.650 --> 00:29:18.809 although I don't know that we have it as a tithe per se like like 398 00:29:18.930 --> 00:29:23.009 a like a fixed baseline, but you know, both time and talent, 399 00:29:23.210 --> 00:29:26.759 we do that a lot as well, and I think one of the obviously 400 00:29:26.920 --> 00:29:30.640 it's great for everybody. It's great for the you know, the beneficiaries of 401 00:29:30.799 --> 00:29:34.480 the time or the effort, but it's also great for the team members within 402 00:29:34.599 --> 00:29:41.750 our company to have that experience together. It brings them closer to one another 403 00:29:41.869 --> 00:29:48.670 and ultimately you guys obviously get implicitly that employee experience is the primary driver of 404 00:29:48.869 --> 00:29:52.630 customer experience. That, like when the employees are connected to their work and 405 00:29:52.710 --> 00:29:55.539 connected to each other, it all falls out. And if you can do 406 00:29:55.700 --> 00:29:57.660 this, like when, when, when? where, it's awesome for everybody, 407 00:29:57.740 --> 00:30:00.660 including like we all want to live and work and communities that we're proud 408 00:30:00.660 --> 00:30:06.819 of and connected to and that are healthier today than they were yesterday in the 409 00:30:06.980 --> 00:30:11.130 face of the crazy world that you referenced earlier. Talk a little bit about 410 00:30:11.130 --> 00:30:14.170 the language. So for an outsider, like for someone who's pulling up to 411 00:30:14.210 --> 00:30:17.690 Dutch Bros for the first time or just getting exposure to the brand and it's 412 00:30:17.730 --> 00:30:21.440 people and the stores, like there's a lot of language you use, like 413 00:30:21.599 --> 00:30:23.759 it can seem like it would maybe be a barrier, but the minute you 414 00:30:23.880 --> 00:30:27.359 step through it, all of a sudden it's what makes it feel inclusive. 415 00:30:27.480 --> 00:30:30.880 Like talk about some of the key language, you know, again around the 416 00:30:30.960 --> 00:30:34.990 mafia, around the Dutch creed, like what are these things? Just explain 417 00:30:36.069 --> 00:30:38.829 them for someone that maybe has a little bit of exposure and welcome them into 418 00:30:38.910 --> 00:30:45.829 it. Obviously, the boarder's about keeping things playful, you know, creating 419 00:30:45.829 --> 00:30:48.589 a thing that people want to be a part of. It's in the lightest 420 00:30:48.630 --> 00:30:52.460 form that you can imagine it. Obviously there's no attention for us to in 421 00:30:52.500 --> 00:31:00.339 any way associated with some sort of Mu really love to collection of people on 422 00:31:00.500 --> 00:31:04.849 a similar bath who want to just have fun and keep things like the Mafia. 423 00:31:04.930 --> 00:31:11.369 That's where it kind of applies exclusively, but it's really about inclusively. 424 00:31:11.490 --> 00:31:18.210 They're just no balance that for us. Everybody include as the the creed. 425 00:31:18.410 --> 00:31:22.440 Actually we adopted that. It's originally the optimist creed and that's the optimist love. 426 00:31:22.519 --> 00:31:26.119 Is something that we've been a part of for several years and we've just 427 00:31:26.240 --> 00:31:32.559 adopted it as ours. Language wise, though, and some of the which 428 00:31:32.599 --> 00:31:37.349 you said could be a barrier, especially when that because we're on volume number 429 00:31:37.430 --> 00:31:41.269 eleven and a lot of our shots. If we just let people talk how 430 00:31:41.309 --> 00:31:44.349 they want to talk, really, as long as you're an in that person, 431 00:31:44.710 --> 00:31:48.339 there's no like doctrine. We're like be sure to say bro at least 432 00:31:48.380 --> 00:31:51.900 every four words, or you know, we don't. We don't do that. 433 00:31:52.059 --> 00:31:55.980 We actually say the opposite sometimes, like don't over row people if you're 434 00:31:56.019 --> 00:32:00.380 the nude man, like don't don't do that, like talk to people how 435 00:32:00.700 --> 00:32:05.250 they want to be talked to and not and the cool thing about our relationship 436 00:32:05.250 --> 00:32:08.890 with our customers is they correct us. Don't let you know. Probably want 437 00:32:08.970 --> 00:32:12.569 to be communicated with. Let's say I don't. Don't call me certain, 438 00:32:12.569 --> 00:32:14.650 I'll tell me row, don't call me honey, don't call me man, 439 00:32:15.210 --> 00:32:19.680 and like you gotta easy. Thank you for telling me that. And then 440 00:32:19.880 --> 00:32:23.240 we have designed a lot to names, people learning people's names, because how 441 00:32:23.319 --> 00:32:28.240 can you say that an authentic relationship when you don't actually know any means name? 442 00:32:29.119 --> 00:32:31.750 So yeah, we language. We want to keep some playful. It's 443 00:32:31.789 --> 00:32:36.430 funny. We even do it internally. HQU We've made up some just wild 444 00:32:36.509 --> 00:32:42.829 names for positions. Yeah, executive level positions where it's we've been like fighters 445 00:32:42.950 --> 00:32:50.619 or like special for Secual, you know, most monsters. I'm just just 446 00:32:50.900 --> 00:32:54.500 just fun stuff, like it's on we've actually left the team's actually had to 447 00:32:54.619 --> 00:32:59.849 say in the title of the role, because we want them to feel like 448 00:32:59.930 --> 00:33:01.569 a part of it. Like looking at the some of the names we came 449 00:33:01.609 --> 00:33:05.970 up with, freedom inviders and special forces and monsters. A lot of those 450 00:33:06.009 --> 00:33:09.049 names came from the group that was already doing that stuff and they're like we're 451 00:33:09.490 --> 00:33:14.680 mission. Like I feel like we're the special forces where the nay seal team 452 00:33:14.759 --> 00:33:17.519 coming in there. So people special forces it is, and with the mob 453 00:33:17.680 --> 00:33:21.839 that they came up with, a mob because we mob around and we go 454 00:33:22.000 --> 00:33:24.559 and help open up all of our new shops and we're like the MOM mentality 455 00:33:24.599 --> 00:33:29.069 we're to May that some people's lives and they're like it also stands for the 456 00:33:29.150 --> 00:33:35.309 acronym of Masters of pro we say we're just super funny, but like we 457 00:33:35.470 --> 00:33:37.349 just love her playful, we just want to have fun. I know that 458 00:33:37.470 --> 00:33:42.740 our mission stated as the companies we are fun loving, mind blowing. Nobody 459 00:33:42.819 --> 00:33:46.019 that needs a massive difference walked up at a time and part of our titles 460 00:33:46.140 --> 00:33:51.420 and names and crazy, crazy language is the fun loving piece of that. 461 00:33:51.539 --> 00:33:53.259 That's who we are. That's who we want to be. That's awesome. 462 00:33:53.339 --> 00:34:00.970 I know all about having a name that that might suggest dangerous activity in bombomb 463 00:34:00.650 --> 00:34:04.089 you know, you don't want to wear mobo gear at the airport and those 464 00:34:04.089 --> 00:34:07.609 kinds of things. Even though fun is one of our five core values as 465 00:34:07.609 --> 00:34:09.199 well, relationships is our number one. So I feel like there's a lot 466 00:34:09.199 --> 00:34:14.000 of kinship in the way we approach our businesses. But double backs. Me 467 00:34:14.039 --> 00:34:17.159 Leave. I on the on the optimist creed. For folks who aren't familiar, 468 00:34:17.840 --> 00:34:22.119 just give another pass at that, because I think it comes through in 469 00:34:22.159 --> 00:34:27.110 the way you talk about your business optimism and connection and all of that. 470 00:34:27.269 --> 00:34:31.030 But for folks who aren't familiar, just go one layer on that. People 471 00:34:31.030 --> 00:34:35.389 who look up the Obamistry, I think there's a columnist conception we all have 472 00:34:35.590 --> 00:34:38.300 every line rinds or that we live by using a lot of it every single 473 00:34:38.380 --> 00:34:45.219 month. It's not true. It's a fantastic to me menu of guiding principles 474 00:34:45.420 --> 00:34:50.900 that you can employ in moments of need where each one applause. That's kind 475 00:34:50.900 --> 00:34:52.170 of how to talk to you, to our people, like you can't be 476 00:34:52.409 --> 00:34:57.809 this all the time. No one can't. It's a complete list of being 477 00:34:58.010 --> 00:35:02.130 perfectly human. But but if you can look at that in your moments of 478 00:35:02.170 --> 00:35:06.969 weakness or moments of need and going there's something on here, they can help 479 00:35:07.010 --> 00:35:09.239 steer my mind in a way. They'll get any through this tense portion of 480 00:35:09.400 --> 00:35:14.599 life and I just encourage people to check it out joining on on this club. 481 00:35:14.920 --> 00:35:19.559 It's pretty neat. It's just again, it's just guiding principles, but 482 00:35:19.599 --> 00:35:22.590 it's very simple. There's not a there's not a for me, at least 483 00:35:22.630 --> 00:35:25.269 in memory, at least in the way we employ it. There's not a 484 00:35:25.349 --> 00:35:30.829 huge level of depth beneath it because on its face is it makes sense for 485 00:35:30.909 --> 00:35:35.550 what it is. So that's it. Tell people check it out, adopt 486 00:35:35.670 --> 00:35:40.420 it and then forgive yourself when you get some of them are all so good. 487 00:35:40.699 --> 00:35:45.940 I will also add that to the show notes Lance. How about go 488 00:35:45.300 --> 00:35:50.329 from people development to field operations? Just talk about like what were you doing 489 00:35:50.449 --> 00:35:53.289 a couple few years ago and what was the transition like and what are you 490 00:35:53.329 --> 00:35:58.210 doing today, just practically speaking, for you know, people who understand the 491 00:35:58.250 --> 00:36:00.969 business from the outside is a customer, like I assume you're probably working on 492 00:36:01.130 --> 00:36:05.599 people and culture and things. I'm sure that's still part of what you do. 493 00:36:05.679 --> 00:36:08.159 But to talk about the kind of the practical nature of those two roles 494 00:36:08.199 --> 00:36:13.880 in the transition between them. Yeah, I think when Dush for those Coaching 495 00:36:14.119 --> 00:36:20.070 Business Coaching and people developments and onymous where we're company about people and making relationships 496 00:36:20.190 --> 00:36:22.630 with customers, and it starts at the very beginning with our crew when we 497 00:36:22.750 --> 00:36:27.030 bring them in here. Every everybody's on a different path in life and we 498 00:36:27.190 --> 00:36:29.710 know that. We know that most of our clothes won't be with this long 499 00:36:29.750 --> 00:36:32.420 term. So we spent a lot of time setting gold of our employees and 500 00:36:32.539 --> 00:36:37.579 talking to them about their future and where they want to go and just reminding 501 00:36:37.619 --> 00:36:39.460 them that they can do whatever they wanted. They work hard to put their 502 00:36:39.500 --> 00:36:44.980 mind to it and my rules evolved from it. Actually, I was in 503 00:36:45.139 --> 00:36:49.849 fuel operations. Of the operations seemed doing the same thing to becoming people development 504 00:36:49.889 --> 00:36:52.809 and I was still doing the same thing and I back feel operations. I 505 00:36:52.849 --> 00:36:55.369 feel like I'm still doing the same thing, but leave on the work a 506 00:36:55.409 --> 00:37:00.769 lot more on looking at incidence and staffs, on the business performance, on 507 00:37:00.849 --> 00:37:04.239 that kind of stuff. But primarily we're focused on building our bench to help 508 00:37:04.360 --> 00:37:07.880 go out and open new source of new new areas and the people develop inside 509 00:37:07.880 --> 00:37:10.760 of it. is working with our coaches on how do we how do we 510 00:37:10.920 --> 00:37:15.190 spend I'm with these people in the field to make sure that they understand what 511 00:37:15.309 --> 00:37:20.030 our mission is and how are they performing with that mission and how are they 512 00:37:20.110 --> 00:37:23.670 leading their crew and how are the customers engaging with them? And people development 513 00:37:23.789 --> 00:37:27.989 is the whole instil. That is our future, that is our mission, 514 00:37:28.070 --> 00:37:31.139 that's what we're what we're doing. So I would say I'm still in people 515 00:37:31.219 --> 00:37:36.739 development, even though my titles changed. Ninety percent of our focuses in people 516 00:37:36.780 --> 00:37:39.699 development. But we still have to remember that we are business and we've got 517 00:37:39.780 --> 00:37:45.329 to make good decisions and but yeah, people vote. Still the mission love 518 00:37:45.409 --> 00:37:47.610 it leave Ike you speak to the same thing, like you know, from 519 00:37:49.010 --> 00:37:52.409 stp a leadership to svp of field APPs. I'm going to guess that there 520 00:37:52.449 --> 00:37:55.929 are some parallels of wetlands to share. But talk about your own journey there. 521 00:37:57.650 --> 00:38:01.840 Yeah, that one my previous role. But we identified it, as 522 00:38:01.920 --> 00:38:08.000 we hire people in th Hqu from the community, that we were maybe not 523 00:38:08.119 --> 00:38:12.679 on mourning to the level that we should, and so, allow our will 524 00:38:12.719 --> 00:38:17.190 went into pointed to the executive, the VPS and teaching them how to teach 525 00:38:17.510 --> 00:38:23.590 people that we hire about whatever bodies are, where we're going, everything from 526 00:38:24.070 --> 00:38:31.300 having challenging conversations, just some of that stuff where you probably we probably assumed, 527 00:38:31.780 --> 00:38:37.059 or we're a little generous with what we assume people had experienced in previous 528 00:38:37.099 --> 00:38:43.369 leadership positions and we found out quickly that it not everyone to experience every single 529 00:38:43.449 --> 00:38:49.809 thing, and so my role was in trying to make sure that they experience 530 00:38:49.929 --> 00:38:54.289 and coaching conversations or write ups or hiring or interviewing or so that I just 531 00:38:54.369 --> 00:39:00.639 kind of would just as a support vehicle for our exactives when we give it 532 00:39:00.880 --> 00:39:04.639 and it's and it's similar to him. It's I feel like a lot of 533 00:39:04.679 --> 00:39:08.039 different things are department of the market, apartment. It's all the same. 534 00:39:08.239 --> 00:39:13.309 It's all people development, it's all teaching people how to think about what we're 535 00:39:13.309 --> 00:39:17.269 doing, teaching people how to prioritize where they send their orgy and then reminding 536 00:39:17.389 --> 00:39:23.269 them that to keep it simple and say tether the fundamentals and provide the best 537 00:39:23.300 --> 00:39:28.460 service to your team. And you can so the other day in the window, 538 00:39:29.019 --> 00:39:32.500 those moments are creator. It's awesome. Um, how do get this 539 00:39:32.539 --> 00:39:37.570 is a really practical question. So you're creating these moments, but you're also, 540 00:39:37.969 --> 00:39:42.250 you know, keeping track of the business. Like I'm going to go 541 00:39:42.289 --> 00:39:45.690 out on a limb and say you don't have any hard rules about how many 542 00:39:45.730 --> 00:39:50.090 people need to be moved past the window on a per minute or per hour 543 00:39:50.210 --> 00:39:53.159 basis, but how do you balance that between? You know you need some 544 00:39:53.280 --> 00:39:57.760 volume to move through the stores, but you want also want, you know, 545 00:39:57.960 --> 00:40:01.719 for the people who who are open to we're their appropriate experience right not 546 00:40:01.840 --> 00:40:07.079 to be conflict. There's no uniform experience. So if someone wants to spend 547 00:40:07.119 --> 00:40:09.349 some time at the window, like how do you balance that? How do 548 00:40:09.389 --> 00:40:14.269 you coach that for especially for new employees, like you, know you need 549 00:40:14.389 --> 00:40:17.110 some volume, but you also want it to be as awesome and special for 550 00:40:17.269 --> 00:40:21.699 each customers they want it to be. I'm sure someone just like getting get 551 00:40:21.699 --> 00:40:24.739 out, but some don't. Yeah, we it's funny me. Over the 552 00:40:24.780 --> 00:40:31.659 past few years are our operational our positional roles in the shock of evolved. 553 00:40:32.139 --> 00:40:37.449 So one to be faster, but to to make sure that we don't lose 554 00:40:37.489 --> 00:40:39.170 side of the experience and make sure that we're taking care of your customer. 555 00:40:39.369 --> 00:40:43.889 And if you pull through a dustpros now, most of the time you'll pull 556 00:40:43.969 --> 00:40:45.929 through and they'll be a employee that comes and greet you in the line to 557 00:40:45.969 --> 00:40:49.730 take your order and say hi to you and connect with you while you're waiting. 558 00:40:50.239 --> 00:40:52.719 And then at the window you will have another opportunity and in some cases 559 00:40:52.840 --> 00:40:57.719 you'll even have a employ there bring drinks out to you in your car while 560 00:40:57.760 --> 00:41:00.920 you're waiting. We preach, I mean there's different types of customers. Of 561 00:41:01.039 --> 00:41:04.429 Fort Presents. Of customers are customers and know what they want, they want 562 00:41:04.469 --> 00:41:07.269 it now. The customers that know what they want and they're not in a 563 00:41:07.309 --> 00:41:09.349 hurry, there's customers that don't know what they want but they want it now, 564 00:41:09.469 --> 00:41:13.349 and there's customers that don't know what they want and they don't care how 565 00:41:13.389 --> 00:41:16.869 long it takes, and we just try and teach our crew to assess that 566 00:41:17.070 --> 00:41:22.500 individual and know what they want and get them that experience that they needed that 567 00:41:22.659 --> 00:41:25.500 place in time. So it's really just being a Jedi and being able to 568 00:41:25.619 --> 00:41:30.659 read body language, reading that customer and giving them what they need. If 569 00:41:30.659 --> 00:41:34.090 they're in a hurry, then ask them with it what flavor profile they like, 570 00:41:34.409 --> 00:41:36.650 make them that drink and get to him as quick as possible so they 571 00:41:36.650 --> 00:41:38.010 can get out of there. And for the people I like talking a little 572 00:41:38.010 --> 00:41:42.929 bit more, it's not uncommon to see our employees walk them away from our 573 00:41:42.969 --> 00:41:46.679 drives through and continue the conversation with them outside of the lines so they can 574 00:41:47.039 --> 00:41:52.159 get that fist. But I mean really, we're going to meet every customer 575 00:41:52.360 --> 00:41:54.199 with their desires and is they want to spend time with us and we'll find 576 00:41:54.280 --> 00:41:58.360 time to spend time with them and they want to get out of their fast 577 00:41:58.440 --> 00:42:00.550 and we're going to be as fast as we possibly can. But it's always 578 00:42:00.550 --> 00:42:06.349 been an interesting balance because we've had the customer the crews that say, my 579 00:42:06.590 --> 00:42:08.710 customers want my time and they want to be here for five minutes and I'm 580 00:42:08.710 --> 00:42:13.269 not going to like sacrifice that for them at all. And I'm like, 581 00:42:13.349 --> 00:42:15.340 Welleve, the customer behind them, I want to get to work is on 582 00:42:15.539 --> 00:42:20.179 time and you know you're slowing them down. And we can just balance and 583 00:42:20.260 --> 00:42:23.539 I think the new system where we have our employees on the line, we 584 00:42:23.619 --> 00:42:28.539 have a better we have multiple points to read what that customer needs and we 585 00:42:28.659 --> 00:42:32.090 can get it to them in the best wot possible. So yeah, that's 586 00:42:32.130 --> 00:42:36.610 super good, I think. And I think if people listening think about their 587 00:42:36.650 --> 00:42:40.170 own businesses. You know, even if it's not this same structure of a 588 00:42:40.289 --> 00:42:44.559 business for your you know, physically moving people through, you're going to find 589 00:42:44.599 --> 00:42:49.320 the three or four or five types of people that your frontline folks. So 590 00:42:49.440 --> 00:42:52.079 for us it would be sales people in customer support and customers success, people 591 00:42:52.400 --> 00:42:58.400 who are on the phones and on video calls through zoom with customers directly to 592 00:42:58.869 --> 00:43:02.349 do that same assessment right. Who is this person? What is appropriate for 593 00:43:02.389 --> 00:43:07.309 him or her? Oh, this is the highly transactional person who knows what 594 00:43:07.389 --> 00:43:09.349 they want and wants to get out of here right now. So good. 595 00:43:09.389 --> 00:43:14.139 I really love that. I can see people probably turning some wheels, as 596 00:43:14.139 --> 00:43:16.019 it was for me. And what does that look like in my business? 597 00:43:16.460 --> 00:43:21.099 Another practical question before we get to the way. I always love to close 598 00:43:21.219 --> 00:43:23.139 the show and I'm super interested in what you both have to share on that. 599 00:43:23.699 --> 00:43:29.769 So you're still running or under the brand name. There's still a number 600 00:43:29.769 --> 00:43:35.449 of franchise shops like in people in coaching and training and development are super, 601 00:43:35.530 --> 00:43:37.570 super important. How do you balance that? I mean, I'm going to 602 00:43:37.690 --> 00:43:43.159 guess that you franchise locations to people who already knew you or knew the company 603 00:43:43.199 --> 00:43:46.159 or knew the brand, and there's a little bit of alignment there inherently. 604 00:43:46.360 --> 00:43:51.119 But how do you make sure that folks to pull up to a noncompany owned 605 00:43:51.159 --> 00:43:57.389 store are still getting the experience that puts that Halo on the brand and and 606 00:43:57.750 --> 00:44:01.710 the associations that people have with the company? Overall, I think brands have 607 00:44:01.869 --> 00:44:06.869 probably more with chown with that relationship that we do. I believe the best 608 00:44:06.909 --> 00:44:10.820 franchise is of any company on the climate and it's because we, even though 609 00:44:12.340 --> 00:44:15.219 they are pretty chose these from they were run out of the company, they 610 00:44:15.380 --> 00:44:20.019 do come stock with some of the important things that we cared about. Wouldn't 611 00:44:20.019 --> 00:44:24.010 a franchise with someone with them alive in all belief in people or our dedication 612 00:44:24.250 --> 00:44:31.010 to the high service that we can provide and as well as giving we do 613 00:44:31.530 --> 00:44:37.130 so we I think we're really fortunate in that, and also a fantastic leader 614 00:44:37.170 --> 00:44:42.599 and they always at to tremendously and they're very receptive. That doesn't mean we 615 00:44:42.679 --> 00:44:46.519 all star, and there's my boss likes to say reminders across the table. 616 00:44:46.559 --> 00:44:50.679 We do. We encourage some of that. At the end of the day, 617 00:44:50.760 --> 00:44:53.150 we all know that we're all going in the same direction and we will. 618 00:44:53.510 --> 00:44:57.630 And then, you know, people's Galus of Riarties and change and that 619 00:44:57.750 --> 00:45:00.750 supports it self out long term and there's nothing wrong with that. But by 620 00:45:00.909 --> 00:45:05.750 large we have to balance a little. But it's probably not time. It's 621 00:45:05.829 --> 00:45:09.260 of other companies have to deal with again, because the people we picked to 622 00:45:09.380 --> 00:45:14.420 be part of this and to go out them and promote the brand are people 623 00:45:14.500 --> 00:45:20.579 who are people, loving people, great at that doesn't surprise me at all, 624 00:45:20.619 --> 00:45:22.570 but I loved hearing you walk that out. This has been awesome. 625 00:45:22.610 --> 00:45:27.929 I really love, above all, how you're doing what you're doing. I 626 00:45:27.969 --> 00:45:30.690 mean I like the aggressive goal for two thousand and twenty three as well. 627 00:45:30.090 --> 00:45:34.769 You know, I like people that want to keep growing something good and having 628 00:45:34.809 --> 00:45:37.199 a positive impact on their community. But the way you're doing it, it's 629 00:45:37.280 --> 00:45:40.519 just really, really powerful. I can see how it's attractive and beneficial. 630 00:45:40.960 --> 00:45:45.719 You know, we have a couple employees from here company at our company right. 631 00:45:45.800 --> 00:45:47.880 But yeah, but I'm sure for as many as them. You know, 632 00:45:47.920 --> 00:45:52.429 where we get the benefit of all of the values and training and and 633 00:45:52.190 --> 00:45:55.949 Probably Life Training coaching. Some of these people are getting, like you said, 634 00:45:57.309 --> 00:46:00.150 things that their parents were mentor could have shit of what have taught them, 635 00:46:00.150 --> 00:46:02.429 but they never got it right that you're straight changing lives on this. 636 00:46:02.630 --> 00:46:06.780 And so you know, some of that talent staying in it in house and 637 00:46:06.860 --> 00:46:09.019 some of it is going to other companies. You're making a really big impact, 638 00:46:09.059 --> 00:46:13.659 even beyond what you could know or measure. So continued success to you. 639 00:46:13.780 --> 00:46:15.980 But before I let you go, relationships are our number one core value 640 00:46:16.019 --> 00:46:20.530 at bombomb and so I like to give every guest and so we can go 641 00:46:20.769 --> 00:46:22.289 either word and you can decide who goes first. I want to give you 642 00:46:22.289 --> 00:46:25.570 the chance to think or mention someone who's had a positive impact on your life 643 00:46:25.570 --> 00:46:30.050 or career and then also just do a little shout out to a company who 644 00:46:30.050 --> 00:46:34.079 you respect for the way that they are serving their customers. Great Question. 645 00:46:34.400 --> 00:46:38.519 Um, I'M gonna go another business that has blown my mind. There's a 646 00:46:38.880 --> 00:46:44.239 there's a restaurant in town called sea cause of Flora's hearing grants pass and every 647 00:46:44.320 --> 00:46:47.070 time I've gone there and they have done such a good job of blowing your 648 00:46:47.110 --> 00:46:51.389 minds, whether me and my wife to go with our free kids and they're 649 00:46:51.429 --> 00:46:54.590 throwing food all over the place, causing a disaster, they still make you 650 00:46:54.630 --> 00:46:58.869 feel so loved and so welcome and they just want to take care of you 651 00:46:59.070 --> 00:47:02.980 and I would recommend anybody driving down I five passing grants pass goes to that 652 00:47:04.059 --> 00:47:07.300 place because their phenomenal. See the name again. It's called Sea cous of 653 00:47:07.380 --> 00:47:13.820 Flora's. Okay, they're phenomenal and as far as a mentor goes in my 654 00:47:13.940 --> 00:47:16.889 life, I as cornees of sounds. I know this guy's played a huge 655 00:47:16.889 --> 00:47:20.889 role in my life when I came to dust Ros he was one of the 656 00:47:20.969 --> 00:47:23.969 guys that got me here. In a like since day one he's just in 657 00:47:24.210 --> 00:47:28.889 a phenomenal leader, not only at work but as a husband, as a 658 00:47:29.010 --> 00:47:32.400 father, as just a good, good guy that I want to be like. 659 00:47:34.239 --> 00:47:36.960 We might have been that guy for me since day wanted fro so, 660 00:47:37.000 --> 00:47:42.119 as Corny as it is, he's a Guy Nice, it's great and he's 661 00:47:42.280 --> 00:47:47.269 too generous for me company. I love you full a, I really. 662 00:47:49.349 --> 00:47:52.230 I just think they're fantastic. I think at their corey just want to honor 663 00:47:52.349 --> 00:47:55.829 people. You know, I think we can get caught up in in the 664 00:47:55.909 --> 00:48:00.579 other pieces of it. They just want to honor people and they're doing it 665 00:48:00.659 --> 00:48:02.460 the best way they can and they're dedicated to it, and so I think 666 00:48:02.500 --> 00:48:08.539 very good example of seeing committed to your core. And I understand that there's 667 00:48:08.539 --> 00:48:12.059 all sorts of like I said, the world as a while and we tear 668 00:48:12.059 --> 00:48:15.769 everything mark and we don't give it a people better than out, but they 669 00:48:15.849 --> 00:48:22.329 are a good example of trying to keep human and just being, like I 670 00:48:22.449 --> 00:48:25.489 said, relentless in your pursuit of that thing. I'm going to do. 671 00:48:27.090 --> 00:48:31.960 Corny, what do not courting but predictable, and I have to see travel 672 00:48:32.159 --> 00:48:37.159 are one of our founders, and day obviously too, but I have more 673 00:48:37.199 --> 00:48:43.110 experience with travel, just because he's just been an incredible example of generosity and 674 00:48:43.750 --> 00:48:50.389 intentional generosity in a way that I just I just can't I just can't understand. 675 00:48:51.030 --> 00:48:54.710 He just loves people at such a high level and he honors them at 676 00:48:54.739 --> 00:49:00.460 such a high level and he gives them time and he is thoughtful in the 677 00:49:00.460 --> 00:49:02.460 way he communicate to it and he has a Tremendus amount of grace from the 678 00:49:02.500 --> 00:49:07.699 states and on the not the side of that, he just wants to kick 679 00:49:07.739 --> 00:49:12.690 ass. He just wants to have a place that people love to come and 680 00:49:14.090 --> 00:49:19.250 he just doesn't sphere from that. Like the guy will come to work the 681 00:49:19.530 --> 00:49:23.519 crank on some loud music and the lobby people get here on the phone or 682 00:49:23.880 --> 00:49:30.280 get work done, and it's important that that interruption of pattern takes place because 683 00:49:30.280 --> 00:49:34.920 it reminds people to again keep it might have a good time, enjoy this 684 00:49:35.079 --> 00:49:38.510 same and we're all here for the same reason. So I have to say 685 00:49:38.510 --> 00:49:43.550 him, just because he's done so much for so many people that no one 686 00:49:43.590 --> 00:49:46.590 will ever see what we know people we get a lot of cras about the 687 00:49:46.750 --> 00:49:52.829 Tocover boss episode lass. It's funny because I've seen him do stuff like that 688 00:49:52.579 --> 00:49:58.699 hundreds of times for people. So for for me it's exciting for people getting 689 00:49:58.739 --> 00:50:01.699 go to that, but I also get to seem very really that. It's 690 00:50:01.739 --> 00:50:06.300 just the way it is. It's life. So I'm just grateful to that 691 00:50:06.380 --> 00:50:09.489 man in the way that I can't subscribe. Awesome. If someone wants to 692 00:50:10.090 --> 00:50:14.210 follow up or learn more about you guys. Are About the company where we 693 00:50:14.409 --> 00:50:17.610 send people to learn more, besides bombombcom slash podcast, to get links to 694 00:50:17.650 --> 00:50:23.360 all the awesome things you referenced. The I mean I feel comfortable share in 695 00:50:23.400 --> 00:50:30.559 my land stocks dust ROMs home and yeah, I'm happy to talk. I 696 00:50:30.719 --> 00:50:35.039 love talking to people. So if anybody has anything, yeah, but you'll 697 00:50:35.119 --> 00:50:37.550 read website. People want to, you know, check out the values, 698 00:50:37.630 --> 00:50:42.030 check out the history and, you know, learn more about the founders you 699 00:50:42.110 --> 00:50:49.710 mentioned. What's the website? Awesome, check out. It's fun cool. 700 00:50:49.750 --> 00:50:53.179 Can you just google that and watch it online? I bet on Youtube. 701 00:50:53.739 --> 00:50:58.780 Check it out. Awesome. You guys. I really, really appreciate this. 702 00:50:58.940 --> 00:51:01.900 I enjoyed it very much. Continued success in what you're doing and thanks 703 00:51:01.940 --> 00:51:07.929 for being here. So this is hey. If you're ever looking for any 704 00:51:08.010 --> 00:51:13.610 links, like to they're recommended reading list or to the optimist creed, you 705 00:51:13.730 --> 00:51:19.039 can get those and a whole lot more by visiting Bombombcom. PODCAST is just 706 00:51:19.199 --> 00:51:25.360 the word bomb twice bomb bombcom forward slash podcast. I write up every episode, 707 00:51:25.400 --> 00:51:28.840 I include video clips and, of course, I linked to the things 708 00:51:28.920 --> 00:51:31.989 that we talked about in these conversations. Thanks again for listening to the B 709 00:51:32.150 --> 00:51:39.710 tob growth show. We totally get it. We publish a ton of content 710 00:51:39.789 --> 00:51:44.030 on this podcast and it can be a lot to keep up with. That's 711 00:51:44.070 --> 00:51:47.139 why we've started the B tob growth big three, a no fluff email that 712 00:51:47.260 --> 00:51:52.019 boils down our three biggest takeaways from an entire week of episodes. Sign up 713 00:51:52.059 --> 00:51:59.980 today at Sweet Phish Mediacom Big Three. That sweet PHISH MEDIACOM Big Three