The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

39. Company Culture as Your Competitive Edge w/ Dutch Bros. Coffee

ABOUT THIS EPISODE

Customer experience is a moment that is created between two individuals, where a desire meets a craft. Not everyone gets it right every time, but it’s an opportunity to create a moment with another human being as a stimulation for a long-term relationship.

Lance Risser, VP of Southwest Field Operations and Levi Ayriss, VP of Northwest Field Operations at Dutch Bros. Coffee, came on this episode of The Customer Experience podcast to walk us through how to meet customers where they’re at in life and keep your core while expanding rapidly.

What we talked about:

  • Why coffee is what Dutch Bros. does—but it’s not who they are
  • How to grow fast and maintain your culture
  • Several books in the Dutch Bros. resource library
  • The Optimist Creed
  • How to balance high-volume sales and a deeply personal customer experience

Resources we talked about:

S, R prooes, just just a method tobring people in so that we tink establish relationship people I meanour mission is to make a difference in the COMUNITIAN and I po Mohi encommunity and copis just a way to get them through the door. So we can dothat. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, Ethan Baute Ey, thanks for clicking play on thisepisode of the Customer Experience Podcast you and I are about toexperience a first here on the show two guests on the same episode. These guyshave spent ten years and twenty years respectively, helping build community,build teams and ultimately create satisfied customers for Dutch BrosCoffee, which is the largest privately held dry through coffee chain in theUnited States. With about three hundred locations and more than twelve thousandteam members not too long ago, they were Vice President of people,development and senior vice president of leadership, but today they are thevice president of southwest field operations and the senior vicepresident of fields, operations, I'm looking forward to getting into people,Inthe Culture, leadership, field operations and more lance risser andLevi eras. Welcome to the customer experience podcast, then Youer so to behere. Yeah. I'm really excited to have you. You know before I have a standardopen and it's a fun one. It's your definition of customer xphrence. Beforewe go there, I want to say if you show up adt a Dutch Bros. What's your go to,what's your go to drink, what a you! What are you hoping happens there andwhat are you ordering? I feel like there's a natural evolution throughyour time, an Desporos. We usually start off as a custoverye else, thetime and we start off with a super sweet drink. My favorite, when Istarted, was a white chocolate annihilator, it's my chocateMacandanian at Brevat, really good and it's slowly became a blackmer on. I love my Bo cofe and it's my go toevery time. Yeah. My progression was the exact same, the anniilator to theMerathono, except I do a small quad with freeheading Witingran. Oh my gosh,a quad, that's pretty hard core man yeah, that's what we do if you're goingto play, O put or yeah all right. So, let's get into customer experiencespecifically, I feel like this whole thing is just going to tie together sonicely because of the way you approach your business, but let's just startright there like. What are your thoughts? What are some characteristicsof customer experience Ho characterisics of Cupwor xperience. Ilove that question. Especially of this is on experience right because to us itis primarily about a moment that is created between two individuals: adesire means the crat and there's not atuity between those two things or theway, those things away. Those two people interact. That is an opportunity.Forign experience something memrable that someone their customer Gon delHoner in a way that they want to share that with other people,so that they can experience the same. Feeler is an obpoctune tat, not e goingen tryent every time, but it is as an Opton to crea omen with anothermanbeing as a stimulation for Otwayonter relationship soly, and Iwoul just a we get to meet people where they are ind life, we're going throughupsine downs, everybody's going through different phases of life, and it'sfinding out the moment that that person is going through and meeting in thatplace to provide in the best possible experience that they needat. Thatmoment we haven'tve heard stories an TAT, fose people coming in right after theirdiagose with cancer, R Lov hen passing...

...away and the employe has to be shoulder.Ter CRINNG. At the same time an people coming through that they just gotmarried or they just kind their first child and they're, so excited and we'vegot to celebrate with them. So it's I think it's just needing the customer.That's that space and time that they need. In that very moment, I love it. Ilove the relationship basis, the long term aspect of it. I loved your use ofthe word honor right, like I'm honoring, this person's decision to show up andbe here with me right, a D and so good. I want to get into some of thosestories, but first just for folks that are listening. You were named in twothousand and seventeen is a small giant by Forbes, which is makes you one ofAmerica's best small companies to me by the way it a company with like ahundred and forty team members, twelve housand sounds like a pretty bigcompany, but get folks a little bit of context. Just like General Bis likewhat do you tries? What O e you guys trying to get done? What does thebusiness look like just at a high level for context for maybe for folks thatdon't live out west yeah, so we started off as a little pushpark coffee shop indowntown grancs, CASS, one thusand, nine hundred and ninety two up untiltwo thousand and eight we franchise our our company, and we had, I want to sayfifty thesixty Franchisees in seven states and in two thousand and fourteen,I believe Eis, when we spitch Chicompneon Copan O model. So we haveright now we're about fifty percent franchise and fifty percent company outand we curen have three hundred a fifty four locations and we are hols at hiteight hundred by two thousand and twenty three. So we're growing at areally really huge rate right now and it's been a really really excitedseason, but yeah, that's where we're at and where we're going. So it'sobviously a super competitive field. Right like at some point in your growtharc, starbucks was like Oh man. We need drive, throughs right and they're, notthe only company that turn that light on. That's, obviously, where you guysstart, that's your sweet spot. That's your model. You know in the SuperCompetitive Space. What makes you guys unique? I think people w say that what makes usto make is our tension to trying to build real relationships withpeople and not of a strategy, but as a lifestyle, not as a tactic just forretention, but as a development oif, something a little bit more meanful andI think, is much a more probably criticized for being awile over the topwith our energy. We also get an Equalin Thom, O the prade for the Autendin tobe hold so yeah isay. That's probably what people would say makes? U Social.I think Competiv Atur, the industry pushes us to be more acreat in some MorOrans and all those like normal business, tapal things likeMakin Yure, keeping up with Creati dring Ideis, making sure that you knowyour all that stuff, but our attention rially stays ceter to howergreatmoments for people who need them Wen, then you know in te way they need Tho.I love it. I think like attracts like I mean this idea that you know you getcriticized for something, but you also get praised for it that that's whatattracts the employees? That's, what attracts the customers, you know andit's based in who you are, and so I love the language around, not making ita strategy or tactic, but a lifestyle so, and I want to get into that alittle bit because it's and guarantee without having met you guys before,that, it's in the way that you're recruiting and attracting and hiringit's probably in the way you're on boarding, it's probably in the way thatyou're training and coaching your team members, let's get to it from the kindof the community angle, so is I was going through the website. Of course,these are just a few lines that I read that just said community to me. So I'dlove for you to speak to them, not specifically, but but the spirit behindit, because I know that it's natural to you. I also want to get into thelanguage of mobsters and the Dutch...

...creed, and all these things I want toget into that langage caue. I think that's in that over the top thing thatsome people maybe can' attach to. But you know, n the employment page, one ofthe cost actions join the Mafia on the story page we may be a coffee company,but we're in the relationship. Business coffee is what we do, but it's not whowe are talk about this sense of belonging and like how that manifests itself in the wayyou operate yeah. We wantto said that Lo is our product copis, just just amethod to bring people in so that we can atalish relationships. Ith People Imean our mission is to make a difference in the community in thePeoples Li I in e community and Cofpyis just a way to get in through the doorSSO. We can do that and it's been in n amazing, Jurny N, O Oll of US startedas Brue days an accompany. We call him Broes, that's not bary. This come, butI started in Eugene back in two thousand and nine. You started in Emiintwo tosand twosand, but when you start with this company, you realize that ittruly is about the mission that we're on and there's something about it. It'sjust so you're magnifisd to it, and you want to do a part of it. You feel likeyour truly, are, making a difference in people's lives every single day, andit's been an amazing journey. For me, I was going to school, going to collegewas working at Standin Eugeme, while finishing on my degree and I' pursuesomething in the medical, feler and sciens and got my degree was trying tofigure out what I wanted to do, and I was like why woul I want to leave acompany that I feel like. I never worked at Itgot, never actually workingevery day, I'm actually just having a fun time listening to music and hangingout with my best friends from all over the city, allday long and it's thecoolest thing in the world, and we truly. We truly live that out every day.That's who we are and that's who will always be- I do some of that languageore on website. We love language. We love connection with out communication.We love pushing ourselves O be better at it, and we also want to be plablelike I, if we're not having fun like how is it going to be attractive, likeeverybody's attracted to doing things that are enjoyable and if we are 'enjoying what we're doing and if we're not afthending examples of people whoare being filled by our contribution to this thing, then it it's not when beingmaanetic to the Tipe of people that he want, and people tend in Myra towardswhat we're doing, because it either Tay are like us or being wouldlike to belike the people who were frussed, who are enjoying honoring Forin thecommunity, and so we're really fortunate in the sense that I feel likewe've done a really go job of hiring people who just authentically careabout people and or at least real clothe to findingthat place of themselves. You know I sn Walin, a nowwhen people are interdoinewith just grows are like you, guys have something so special and I want tofigure out. I want to be a part of that, like they're, coming in and being arraving fan right on the gate. They're just ther see something special aboutus and they're. Just they want to be a parto, so it's been cl. So I'm going toassume, then that, like both of you and like you just offered some significantshare of your team members or employees or mafia members are former customersor, I guess, they're still kind of current customers, but they work there.Yeah Yeah, I would say a lot. A majority of them are the only timewhere that might not be the cases if we're going into a new market, butpretty quickly, they become our biggest customers as there are' boys cool it'sto quick drive by and that like what markets are you in and and what? Whereare you going in route to? I think you said eight hundred stores or ninehundred stores. What markets are you in now? So people can check this out andexperience it, and where might you be...

...going if tyou're willing and able todisclose that yeah we're priarily West Coast based we're in Oregon, Washington,California, Ida, Nevada, Colorado and Arizona and we're really stillsaturating in a lot of those things? I think the state that atuall the most isOeri where we started. We've got tink hundred and forty locations in Oregonand now we're starting to expand itto some new states and New Territories,we're still saturating in Arizona a Mos Vegas market, Nebada we're starting tolook in Alboqerquee and Utah and Texas isn't too far out so yeah we'regrowing and our goal is o o girl at a rake that we don't lose sit of who weare and thow. We have the right people to go out there and make plan thenuchfors flag in a new community, and if you don't have the right, peoplethen were willing to completely wall our growth. It's not worth sacrificingwho we are Inyorou, so we're always a valuating, our grol tra, makingshouldthat. We have the right people to do it and if we don't have the regtpeople, then we're going to stop. But as a right now, it's looking like NewMexico, Texas and Utah Ar next onial steps. Awesome I's so important. Thisidea of and we've gone through it and fits again were a fraction offractionof your size, a much different business. But that's something that we've. YouKnow We foulowed the ebb and flow of a little bit. You know as we as we haveour own growth targets and we in we hired a plan and these types of things,but protecting what makes the company unique hand. What makes the companyspecial and what makes it a place that you guys want to show up every day andmakes customers want to show up at the stores every day. One of the mostimportant things that can happen in the growth of a company is that you protectand preserve what makes it so great for you as team members and for thecustomers who show up, fortunately, you're in a business where probablyallowed from show up every day or maybe even multiple times a day. But how do you do that functionally like?How do you know you've got the right people. When did the flags go up, maybewhen in the history of the company, because you've both been around so long?When did it become so obvious that that's somethingyou have to protect and what are you doing to protect it yeah? I L say thatfirst, you got to start out you ve to know what that thing is. I think a lotof people think you know what it is, or the start out with these with corvaluesat Thev grap that they believe ere going to be the guard rails for wherethey want to take their business. You have to know what it is you have to dedicate to it daily and the greatest killer. ATHING is thell.Pull you away this distraction, so I believe that there's as idea that youhave to constantly be challenging, who you are and what you're about or tryingwith the world is trial in an effort to be more successful and like anything Imean you, can you talk to ize and I a Oan e Uccessu, keep you inthe same thing just dedicate to it. Onder turn you know don't give up onwhen you're doing. That is good, and so I said no, it is guardagainst it fromdistraction and like Vin Pece, in the simplicity of your mission, I think wewill complicate things because our core isn't Fon forseeing theprofound, but there's beauty in focusing on yourfundamentals. Every Single Day, I' Sai, this befor it so morst Weech, is theonly difference between a fenal and in beginner. Is the FENOL Understan thefundamentals there, everything rakes down to a couple, simple move, and ifyou do that imperfectly overtime consistently, then you can masthrough.That thing, I think, when you start to layer in a hundred other moves, whichis I mean you can trany that now with social media, Marpety hat all this, theanalyzs all this stuff, its fantastic and you should levers whateverInnomationu of access to. However,...

...don't get distracted from what your core is. I think you realizedthat N I can'. I can't stant when we realized that we had to Projectit, but yourealize you have to project things once you smell a threat to it and that'sgenerally, in the form of a distraction or n entitle in t mindset any of those things, and it will stirup in your guy that there is something that could potentially learn this thing.If it's real and N it's grounded in those human things. That's why I loveyour teture to reumanize. I think it's Soinivol, if Youcortis, rather thanthose human things, the honorand other human meangs it'll, start someing inyour soul. That demands that you stand up against the things it threat itthat's Gol from the outside and from the inside, and I think the way Youehad against. That is again. You know you're about you, find people who arewho come stop with a similar MINSETON, similar war leth care about people as asimilar way, and then you just consit there remind each other and onl eachother accountable. When we start to beer off oor language gets, it was a certain direction where notserving that cause of that COR or its kind of B yeahand to andto that, like N Jey, we switch from a franchise,Molto comany own model because we brought in a lot of Crainchans. Thesewere super great entrepreneurial minds. Atd elpe US get us for where we neededto be, but we also saw we had a bunch of phenomenal boys who love Thatfor,Hosan, Aglee, thats fros, and I wanted to carry the death for piing new areas,but they didn't have the financial needs to do that. So we switched to acompany own model, and I think the coolest thing about it is like wereable to provide these amazing opportunities for our best people to goout there and carry their mission forwrd everywhere. And it's been. It'sbeen, sir rewarding we put a big rule in the selection of these people andwe're always finding how we select amd, how Wesar? What are we? What are welaying in on who goes and takes on that new mission, but the people we have alarge list, AF big Vanch, of people that love this company cares so muchabout what we're accomplishing and want to go out there and do that and toprovide those opportunities for the right people. Thot go out there andcarry on is Bein incredible. It's awesome. I came across that benchconcept as an idea in kind of reading up on you on you guys, before the showtalk about the importance of that bench and like kind of cultivating it itbecause it ties into what you were talking about before, which is you knowif we have the right people ere going to keep going and executing this plan,you might even have an opportunity through great people, on the bench tomaybe even get out ahead of the plan and be ahead a pace on that twothousand antwenty three goal: How do you cultivate and and kind of keeptrack of the bench of you know the next great people for the next great marketor the next grate store the next grade opportunity for an individual like? Howdo you manage the bench of talent that you have and how do you cultivate it? ATing I's just a a business coaching team and this business coaching team,ther regionalized across all our seven states and those guys all came from theTand grewing to the top of the leadership com and in in the copadywhether it was a Franchisee or company F, an operator or theyre high levelleadership role, a regional manager for a Franchisee, oversig multipolications,and we brought these guys in and their primary bocus is evaluating andbuilding our bench. So these guys are out working with our cranchisesemeeting with them on ou rotational basis and spending time with the ladersin the field, making sure that we're spending time developing them, helpingfranchisees providing in te tools to help prepare them for the next step.When we do Gow in Ande areas and they want to go and then we also have acompany wine servid process where we have our employees a reviewing theirleaders and we take those reviews and...

...we work with each individual leader totalk about how we can get better laders and how we canserve our crees betterand servour customers better. So our t primarily focuses on leading this team.That's working with all those people on the bench to get a store, gon an. Ithink we invest a lot in development of those leaers and not only not regionalthings, polisies and standards, and all that, whatever tech, fuked UFF, it'sreally in life. We want to teach people how to think about Solin problems andIW think about people like epeially the worlds crate right now. I don't know ifyou notice for wow, and so U or investing in like how you how youan all Aou conversation, Ha axcepting of other people, with different alontof tyles on Hoer places and different experiences, and a way that honors themand shows them that t we can be or the opposite en the solar system, and weare, we still belong together like we should be to get a wrong or design todo this together. Bliat is a team sport and the Immoraland you can be to everystrainger you run into the Moringre atuil in make an impact on the planet.So if we can oernvest and teach people how to think about what they're doing,how to think about teaching people how to do whether you in it it just callenpouels and I think, th t there- we have conversactions with these joung leadersin big routs that parents should be on with them or mentoor should beap withthem, and it's just not happening, and we feel a sense of duty to do that andOllmillion the other days about trying to create those moments, and thosepeople have to do thear. Wo Een of theday. That moment in that window isabsolutely the most important thing that happens in our company and we willanside ofthat. So how IM GN prepare those people for thet? I don't makethem Aatle Havwe made them appreciative, Ingreetol for the Oounty to meetsomeone that nevernent before haven made magic. Just because it's it's! Why we're here not again, notbecause o DAB and h also certais a good compe inm right as the motivation toget together in the first place so good. I love that response. I actually feellike you're, probably doing like the word. That was in my head was like youruntraining or you'R uncoaching, right you're, taking all that kind of baggageand things we like. I think there's still this expectation that we'resupposed to be something different on the job than we are in real life, butyou can't create those moments and you can't make real connection when you'rewrapped up or in your head with some other persona. Besides who I am as aperson, so I love what you're doing there this just occurred to me. Youknow what are a couple if you have them to offer like what are a couple likekey books or key philosophies, or you know pieces that that all of you haveread like it wo, so it bomb I'm thinking of a book, because if Bombomlike one or two people will read a book and they' like Oh my gosh, this is thebest thing it speaks to how we view x and then we'll all read it, and it justgives us new language. It keeps US going like. Is there any like corecurriculum because ay I want to read it or watch it orwhatever and B I'm sure listeners might to yeah. I don't personally one of myfavorite books and and a a book that we encourage our employees, a readisraving fans, it', Cen, Banchit, so isa amazing, mov about just how to makeyour customers a rating fan by meeting them where they are lit e talke aboutearlier I mean is one of my favorite goeks of all time. We have a giant listof books that we engroge our voice. To read from I mean are all o the PAMFROR'm serted leader to one thing: One: an manager Ye, so...

...we ujest people this q. You question enthe question. I think that's like some gen level like navigating human behavior, but Imean you can ask yourself goo questions. You can leav yourself Positiv way, andyou know how to ask questions of other people. Then you can get placestogether and not from a millipulation standpoint, but from afthendid Har grounded place and Ithink weare biggest deceivers persin. You know. So. If we GIN to learn, likeyou said on Tra erself of that, I think it's pretty powiful for that one for mein lot, something that I feel like just took: Itsa Exerme, I just picked up alittle bit: I'm renning right now al the power of moments and it's aboutcapitalizing on a moment, Ta experiences when, when you're going toan even or going to weet place what you remembered from that experience and howto maximize all that experience- and it's been an incredibl for me just onrealizing the importance of the moment and and understanding where people arecoming from when they're visiting it's been a really good one to that'sawesome, that's the second reference to that book on this podcast and we'reonly like thirty, five or forty episodes in so for those of Yeo who arelistening. I will link up all three of those references. I write up posts atBombomcom podcast on every episode, so if you've just been listening to this-and you want to go deeper on some of these ideas, we're writing it up.There's more video clips and I put links to things that that folksmentioned that I know you'll want to have access to you guys give onepercent on gross sales back to. I assume I want to know how this isexecuted, above all, in addition to the motivation, but you give one percent ofgross sales back for community based efforts. What was this park? I mean I Ialready get it like. I feel like I know who you guys are and what you're aboutat least enough of a level to know that this absolutely makes sense for you andwho you are. But what was you know? When did you start that and how do youactually executed? Is it store by store? Is it yeah ecall when we started that and one percent is the only part wetalk about e, Our frendcanses and offerors go way, oon beyond that,there's some of those generous people, I've met, but we design it in just to be intentional, like it's, I mean you,Canyou can compare it to the timing or whatever it like. It is. Our intentionbirth is just is togeter, so we want to make sure that we remind each other ofthat and we're doing Ini, lotal communities because we're there we'rewere tating it in the in the enjoyable things o that ceurity and we have anobligation to do something in return. Boa Me on oering a service or trying tocreate Gomens Lik how we owwe spend some of these resources that we've beenbest with to make where we're at better with, and it's always in our fourpillars. It's with children, the music en health and is Wat eport, is soreally going down o his intentionality. I know I'm to ask that. Like I don'tknow, we've been talking about our mission, a lot boft relationships andmaking a DIFFERENC ing community. We want to make difference in the lives ofthe community. We also want to make differences with our community as awhole. A lot of our shops and and leaders will go and volunteer to theyjust get SOM involl in the mission I'm making a difference that they gone ontothe time at the wood. Sholters theyll go to the FOO bake, theyll, go to basaefamilies, different things to try and truly po put this in the forround andhow can how Ong an make his community better about being here? An it's beenreally exciting to see awesome we do similar, although I don't know that wehave it as a tithe per se like like a like a fixed baseline, but you knowboth time and talent. We do that a lot as well, and I think one of theobviously it's great for everybody,...

...it's great for the you know thebeneficiries of the time or the effort, but it's also great for the teammembers within our company to have that experience together. It brings themcloser to one another and ultimately, you guys obviously get implicitly thatemployee experience is the primary driver of customer experience that,like when the employees are connected to their work and connected to eachother. It all falls out, and if you can do this like when Wen win, where it'sawesome for everybody, including like we all want to live and work incommunities that were proud of and connected to, and that are healthiertoday than they were yesterday in the face of the crazy world that youreferenced earlier, talk a little bit about the language so for an outsiderlike for someone who's pulling up to Dutch Bros for the first time or justgetting exposure to the brand and it's people and the stores like there's alot of language you use like it can seem like it would maybe be a barrier,but the minute you step through it all of a sudden. It's what makes it feelinclusive. Like talk about some of the key language. You know again around themafia around the Dutch cree like what are these things just explain them forsomeone that maybe has a little bit of exposure and welcome them into it.Always like I said eforts about keeping things playful ans about. You knowcreatans thing that people want to be a part of it's in the linest form that you can imagineit. Obviously, there's no attention for us in anyway, associate with some sortof much illy Lati who want to just pass on it and keep things like the Momfy,that's where it kind of aplies exclucity, but it's really aboutinclusiving that just don' bance O that frus everybody physically, as he t ethe creed. Actually me a opted a it's originally e optimist, creet and thatthe ofpoase cuv Os something that we've been apart of the firor several yearsand we just adopted it as ours. Language, wise, though, and SOM of that which you said, could be a barrier,especially with that, because we're on boing number O eleven in a lot of ourSOP. I people just let people talk a out how they want to talk really. Aslong as your are in that person. There's no like doctrine. We were likeyou should he same bro, at least every four worers Orontdo that we actuallySasit Imeedon't e. If you're Elo man like don't don't do that like talk topeople, how they want to be talks to, and no and the cool thing about ourrelationship, our USTOMERS is incorrupt us, don't let you know how they want tobe comucated with to say I don't Coeser O Ome b Oyo on Olme Man Ikgotea an keepfor telling me that we side a lot to mae people learningpeople's names, because how do you say in your relationship when you don'tactually know Ben Nam, so yeah? We language E, want to keep suff playful.It's Funy even do an Interny Asue we've made up some just wild names forpositions. EXAC e EAL positions, whereiwee been like teviters for likespecial Fortao. You know nooter Jus, just just fun stuff likeit's, it's sove! Actually, let a teams actually have a say in in the tile ofthe role, because we want them to feel like a part of the dat like looing ansomedays. We came up with freedom, viders and special horses and monsters.A lot of those names came from the group that was already doing that stuffand they're. Like were you on a mission like, I feel like we're. The specialforces were the a CLG coming in there, so like okay, who special forces it isand with the mob they came up with a mop because we mober around and we goand Hep Oen UN all of our new shops and we're like the MoD mentality, we'regoing to Mak diften in people hive and they're like it also stands for theacronym masters of Groi Sta Wereubutlik.

We just let our playful. We just wantto have fun. I know that our mission Stan is commenies WEAREO unloving, mindlowing, nobody that makes a massive ifness walk up at a time and art, ofourtitles and Nanes, and crazy, crazy languages. Onloi bease of that. That'swho we are that's, who we want to be. That's awesome. I know all about havinga name that that might suggest dangerous activity in Bombam. You knowyou don't want to wear logo gear at the airport and those kinds of things, eventhough fun is one of our five core values as well relationships is ournumber one. So I I I feel like there's a lot of kinship in the way we approachour businesses, but double back for me Levi on the on the optimist. Creed forfolks Ho aren't familiar just give another pass at that, because I thinkit comes through in the way you talk about your business optimism andconnection and all of that. But for folks who aren't familiar just go onelayer on that. I wolcoug people. Look the Otimis Tret, I think there's Coonisconcepsion, we all have everyline Oureyes Orthatwe live irsingae lot ofit every single Mo. It's not true. It's a fantastic to me. Many guidingprinciples that you can employ in moments of need, Werewen, CASS andthat's hind of how I talking to our people like you can't be this all thetime. No one can't it's a complete list of being perfectly human, an butbut. Ifyou can look at that in tyour moments, a weakness or your moments of need andgo there's something on here that can help steer my mind in a way tit ill getme through this tense portion of life, and I just encourage people to check itout joining on this. Well, it's pretty neat. It's just again. It's justguiding principles, but it's very simple: there's not her's, not a forMeesan to memory, at least in the way we employ there's,not a huge level tat beneath it, because on its face is it makes sense for what they is. Sothat's it Toue people chark out adopted and then forgive yourself when you get some ofthem eall so good. I will also add that, to theshow notes Lance how about go from people, development to field operations,just talk about like what were you doing a couple few years ago and whatwas a transition like? And what are you doing today? Just practically speaking?For you know, people who understand the business from the outside is a customer,like I assume, you're, probably working on people and culture and things I'msure. That's still part of what you do, but ou talk about the e kind of thepractical nature of those two roles in the transition between them. Yeah, Ithink W when Dotch for those coaching business, coaching and peopledevelopmint Ar Sanoynous were we're compiny about people and makingrelationships with customers, and I start at the very beginning with ourcrew and we bring them in here ever everybody's on a different pack in life,and we know that we know that most of our clothes won't be with is longterm.So we spent a lot of time setting gold with our employees and talking to themabout their future and where they want to go and just reminding them that theycan do whatever they wanted. They were trying to put their mind to it and my rules efvolved from it. Actually, Iwas in field operations. Oter the operations seem doing the same thing tobecoming people develepment, and I was still doing the same thing and I fak. Ifeel lot brazen hi feel like I'm still doing the same thing but believe o hawork a lot more on lookinges in science and stats on the business performanceon that kind of stuff, but primarily we're focused on building our bitch tohelp go out and open new stores of new areas and the people that al inside ofit is working with our coaches on how do we? How do we spend time with thesepeople in the field to make sure that they understand what our mission is andhow are they performing with that vission and how are they leading theirtrue and power? The customers engaging with them and people development is thewhole its our ipine. That is our future. That is our mission. Thats wot werewhat we're doing so, I would say I'm...

...stillin people development, even thoughmy titles change. Ninety percent of our OMAINS is in people development, but westill have to remember that we are n business and weve got to make gooddecisions, and but yeah people dot in still emission love it leave. I can youspeak to the same thing like you know, from sp a leadership to SVPA field APPs,I'm going to guess that there are some Paralles and what lands just shared,but talk about your own journey. There yeah that on my previous role, but we did't find itas we hire people Idtogu from the community that we were may O on morning. I, the Ledel at weshould and so aot my way and Joporninto the executive o the PS and teachingthem how to teach people that we hire about workies are where we're going.Everything from having charging conversations to some of that stuff,where you probably wou, probably sooned or were a little Jeresh with what wayto still people h d experience in previous leadership positions as wefound out quickly that not everyont o experience every single thing, and somy role was in trying to make sure that they experience in puchingconversations or writ ut to hiring or interviewing or so that I just kind ofWal just ass, a support vehigl for ourxacivs wit e Gitin, and it's andit's Simler to him. It's I feel, like I done a lot of different things ar real,no Rigian, partmen or te Mae partment. It's all O say IT'S ALL PEOPLEDEVELOPENT! It's all teaching people that to think about what we're doingtitching, peole ou to priortize, where they spend their energy and thenereminding them that to keep in sembl and stay Tellin, Theis on or Maols, andprovide the best service to your team and Yo can so the other day in thewindow. Those moments are Createv. It's awesome ow. To get this, I really practicalquestion so you're creating these moments, but you're also, you knowkeeping track of the business like I'm going to go out on a Lim and say youdon't have any hard rules about how many people need to be moved past thewindow on a perminute or per hour basis. But how do you balance that between youknow, you need some volume to move through the stores, but you want alsowant you know, for the people who who are open to were their appropriateexperience right, not to be conlict, there's no uniform experience. So ifsomeone wants to spend some time at the window like how do you balance that?How do you coach to that for especially for new employees like you know, youneed some volume, but you also wantid to be as awesome and special for eachcustomers. They want it to be, I'm sure someone just like getting get out, butsome don't yeah. It's funny me over the past few years are our operational ar our positional rolesinto shock of the lalls so wantd to be faster, but two of the makesure that we know who sign the experience an they soulewere Takengcare of Ey customer and if you pull through a dust fous now most of thetime, you'll poll through and they'll be a employe that comes and greach youin the line to take your order and say hi you and connect with you, whileyou're waiting and then at the window. Youill have another opportunity and insome casees you'l'l even have a employ the Brin drinms out to you in your carwilen. We preach, I mean there there's different types of cesters afforn,pretenti customers, US Tusters, Thi, know what they want. They want now.Theicessoers Thay know what they want and they're, not in o hurry theircustomers that don't know what they want, but they want it now and thersustomers that don't know what they want and they don't care how long ittakes and Weu just try and teach our Trut to to assess that individual andknow what they want and give them that experience that they needed that placein time. So it's really just being in Geda and being able to read bodylanguage rading, my customer, and...

...giving them what they need. If they'regoing to acree that ask Omeone h what flavor profile they like make them thatdrink and get to him as quick as possible, so I can get out of there andfor the people that, like talking a little bit more D, it's not uncommon tosee our employees walk them away from our Drass, though, and continue theconversation with them outside of the line so that they can get that fixe.But I mean really we're herein to meet every customer with their desires andif they want to spend time with us and we'll find time to spend time with themand if they want to get out of there fast and we're going to be as fast aswe possibly can. But it's always been an interesting balance because we havethe custer, the truws. That say my customers want my time and they want tobe here for five minutes and I'm not going to like sacrifice that for themat all and I'm like Welliee, the customer behind him might want to getto war is on time and you know you're ging them down, and we can ax justbalance and I think the the new system, where we have ouremployees out n the line we have a better. We have multiple points to readwhat that customer needs and we can get it to them in the best poiy possible.So yeah, that's super good. I Hin and I think, if people listening think abouttheir own businesses, you know even if it's not this same structure of abusiness where you're you know physically moving people through you're,going to find the three or four or five types of people that your frontlinefolk. So for us it would be sales people in customer support and customersuccess. People who are on the phones and in on video calls through zoom withcustomers directly to do that same assessment, right whois, this person,what is appropriate for him or her? Oh, this is the highly transactional personwho knows what they want and ants to get out of here right now, so good. Ireally love that. I can see people probably trurning some wheels as it wasfor me and what does that look like in my business, another practical questionbefore we get to the way. I always love to close the show and I'm superinterested in what you both have to share on that so you're still runningor under the brand name. There's still a number of franchise shops like, andpeople and coaching and training and development are super super important.How do you balance that I mean I'm going to guess that you franchiselocations to people who already knew you or knew the company or knew thebrand and there's a little bit of alignment there inherently. But how doyou make sure that folks to pull up to a noncompany own store are stillgetting the experience that puts that Halo on the brand and and theassociations of people have with the company overall yeah? I think otherrands have probably won a C with that relationship that we do. I TIAV bestfriend Chasese of any company on the planet, and it's because we, eventhough they offer Chonsese from that they weren wron with the company theydo come stock with some of the important things that we cared about.Would Hav Franchisean someone that wasn't alived in all belief in peopleor our dedication to the hifold service that we can provide t and as well as a giving that we do so. I think we'rereally fortunate in that and also ike a fantastic leader and they alrespect himtremendously and they're very resected. That's the man, we alt SFAR and, as mymom lie the San or winers across the table. We do we encourage some of thatagaintey. We all know that we're all one in the same direction and- and wewill and the you know, people's givings and brieties change and that supportsitself out long term and there's nothing wrong with that, but by a largewe have to ballace so a little. But it's probably not time matance a othercompanies have to deal with again because the people we pick o the part of thisand the go out there and promote the brand are people who are people lovingpeople great at that doesn't surprise me atall, but I loved hearing you walk that out. This has been awesome. I reallylove above all, how you're doing what you're doing Imean I like the aggressive goal for two...

...thousand and twenty three as well. Youknow I like people that want to keep growing something good and having apositive impact on their community, but the way you're doing it is just reallyreally powerful. I can see how it's attractive and beneficial. You know wehave a couple employees from your company at our company right but yea,but I'm sure for as many as them. You know where we get the benefit of all ofthe values and training and probably life training. Coaching. Some of thesepeople are getting like. You said things that their parents were a Mentoor could ae shit. Ave would have taught them, but they never got it right, butyou're straight changing rives on this, and so you know some of that talent,sting N in house and some of it is going to other companies you're, makinga really big impact even beyond what you could know or measure. So continuedt success to you, but before I let you go relationships Ar our number one corevalue at Bombamb, and so I like to give every guest, and so we can go either or,and you can decide who goes first. I want to give you the chance to thank ormention someone who's had a positive impact on your life or career and thenalso just do a little shout out to a company who you respect for the waythat they are serving their customers. Great Question: I'm gonna go another business that has blown my mind,there's a there's: a restaurant in town called sea, Coseflora, Terin, gans past,and every time I've gone there. They have done such a good job of blowingyour minds, whether me and my ie go with our free kids and they're,throwing food all over the place, causin a disaster. They still made, youfeel so love and so welcome, and they just want to take care of you and Iwould recommend anybody driving down. IFIN assing grantspass goes backplacebcause, theyre, Benomenal, say the name again. It's called se costofhlorus, okay, they're phenomena and as far as a mentor Bos in my life I asCornyas it sounds. I don't this Guy Swaye a huge role in my life when Icane to Dus Bro. He was one of the guys that got me Ou in like since day, one he's just been aphenomenal reader, not only at work but as a husband as a father as just a goodgood guy that I want to be like. We might have been that got or me sincethey wanted at ro. So as Cornin as it is, he's got nice, it's great he's toogeerous for me company. I love Jinferman, I reallyi just think they're fantasiic,I think et their core ey just want to honor people. You know I think Eo anget caught up in in the other pieces of it, Thn teay its on o people andthey're doing the best way they can and theyr ten e into it, and so I think,they're a God example of Sin Committeto Cord- and I understand that, there'sall sorts of like I said the wors whil a wait, eertin Mar and we don't giveenough people befered out, but they are a good example of trying to keep Huvinand just being like. I said relentless in your pursuit of that thing. I'MoCornin on tot forty but predictable, have to sa a ar one of our pouners andDan, obviously to but I have more experience with trap, just because he'sjust been an incredible example, generosity and intentional generosityin a way of it. I just I just can't I just can't undertand. He just lovespeople at such a high level, any as and such a high level, and it gives em timeand Heis al in the way he communicates with any as a tremendous about a grace,fom the state and I'm not eside that he just wants to Ki Ass. He just wants tohave a place that people love to come and he just doesn't pigure from that, likethe guy will come to work crake on so a lot of music and a lot of Ma peoplecan't hear on the phone or get work done, and it's important that thatinterruption of pattern takes place...

...because the los people to again keep elife Havi in time enjoy this in and we're all here for the same reason sohave to say- and just because he's done so much for so many people- that no onewill ever see what we know. People we get a lot of crazy about being te cover,Boso. So las it's funny, because I've seen him do stuff like that hundreds oftimes for people. So for for me, it's Sidun for people gin to go to that, butI also get toe see very really that it's just a way. This is life, so I'mjust grateful to that man in a way that I cant try awesome. If someone wants tofollow up or learn more about you guys or about the company, where woul yousend people to learn more besides bombomcom Lash podcast to get links toall the awesome things you referenced, that I mean I, I feel comfortablesharing my email, io, afraid, land stotiser, Thas, wos, othome andyeah, I'm having O talk. I love talking to people, so anybody has anything inte YEP, but gover eat website. People want to. You know, check out the valuescheck out the history and you know learn more about the founders youmentioned. What's the website thacom awesome, cickoutcool, huge googl thatand watch online ibet yeah can watchit online thinkit's even on Youtube. Youcan check it out. Awesome you guys. I really really appreciate this. Ienjoyed it very much continued success in what you're doing and thanks forbeing here than Y. This is an.

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