Dutch Bros Coffee, the country’s largest privately held drive-thru coffee company, and TSG Consumer Partners, a leading private equity firm focused exclusively on the branded consumer sector, today announced that TSG has acquired a minority stake in Dutch Bros Coffee. Financial terms of the transaction were not disclosed.
The partnership will enable Dutch Bros to expand its unique brand and Dutch Luv culture to new markets, leveraging TSG’s expertise and resources. Dutch Bros hopes to grow to 800 shops in five years, continue attracting key talent, employ innovative technology to improve the quality of service, use business intelligence and data to advance operations, and execute a disciplined brand strategy.
Travis Boersma, co-founder and CEO of Dutch Bros Coffee says, “TSG understands the vision of Dutch Bros and values our unique company culture and dedication to our people, customers and local communities. We’re continuing to invest in our people first, helping those who are determined and hungry design their lives and live their dreams. We have set ambitious growth and expansion goals, and we trust TSG to help us build on this momentum in the most strategic way possible.”
Blythe Jack, Managing Director at TSG, adds “Dutch Bros. has an exceptional history of fostering deep connections with its customers, which has proven instrumental to its rapid growth and success as the country’s largest, privately held drive-thru coffee company. We are thrilled to partner with the management team, and look forward to maintaining the company’s strong heritage and truly unique culture while executing on key growth drivers, and ‘spreading the Dutch Luv’ as Dutch Bros. enters its next stage of expansion.”
Boersma says, “Our goals, mission and core values remain the same. TSG is the fuel to the fire, providing us with the intellectual capital, experience and expertise needed for Dutch Bros to continue to create memorable experiences and make a massive difference in people’s lives.”
Chuck Esserman, CEO and Founder of TSG, says, “Dutch Bros. is an innovative, founder-led brand backed by an intensely loyal customer following. We are pleased to leverage our deep consumer brand expertise to help support the company’s long-term growth ambitions and are excited to help the business continue to deliver its compelling value proposition to even more consumers over the coming years.”
Travis Boersma founded Dutch Bros in his hometown of Grants Pass, Oregon in 1992 with his late brother Dane. The brothers grew up working at the family’s dairy farm, but due to industry changes were pressed to sell their cows, so decided to leap into the coffee trend brewing in the Pacific Northwest. They started with 100 pounds of beans, a double-head espresso machine, and a pushcart by the railroad tracks dispensing as many free samples as possible. By 1996, Dutch Bros had six locations and welcomed its first franchisee in 1998. In 2005, Dane was diagnosed with Lou Gehrig’s Disease and passed away in 2009, creating an undeniable void for Travis and the Dutch Bros family.