Add as a preferred source on GoogleDutch Bros CEO Says Store Teams Corrected Her During Required Training
The two-week shop requirement covers every member of the senior leadership team, and headquarters employees involved in marketing and beverage development also train in stores.
Dutch Bros CEO Christine Barone said store employees corrected her during shop training, part of a two-week requirement for all members of the company's senior leadership team. The training also extends to headquarters employees involved in marketing and beverage development.
Barone said employees knew she was CEO but still pointed out her mistakes. “Our teams would always point out when I was doing something wrong,” she said.
Dutch Bros Senior Vice President of Field Operations Levi Ayriss described the two-week requirement at a March 27, 2025, investor day. Senior leadership team members train in operating shops to become certified broistas, while regional operators must begin their careers in that role.
Dutch Bros reported 1,273 systemwide locations across 27 states as of Sept. 30, 2026. The company projects about 250 total system shop openings in 2027, part of its store expansion plans.
John Kim
John Kim reports on the digital-asset business for TokenPost. Send corrections or tips to info@tokenpost.com.