“Love all, serve all” is a creed taken to heart at Dutch Bros. Equity in representation and voice are paramount to their leadership and the entire organization. They approached us, wanting to address DEI in a way that all employees could see and understand, helping them learn while also being held accountable for change.
Believing wholeheartedly that tough conversations are some of the most valuable, we created an internally broadcast talk show where Dutch Bros leaders engaged in facilitated conversations with employees of all ranks, representing various minority or underrepresented groups. We called it “Convos,” real conversations that focused on real work toward real change. Each month, the show took on a different topic, aligned with celebrations and awareness relevant to that month. For example, during Black History Month, Black employees were given the stage and the mic, and then-CEO Joth Ricci heard their challenges, grievances, and successes directly. LGBTQ+ panels followed during Pride Month, and we even revisited panels in an all-star episode to assess progress and discuss further advancements. Our facilitators navigated the tough topics while maintaining a safe space for honest conversation, planting the seeds for positive cultural change and upliftment.
One early guest from the first episode was later elevated to a leadership position, partially due to the insights she brought during her appearance. This success was revealed in episode five. Both guests and employees saw that Dutch Bros was doing more than just checking boxes—they were truly listening and acting on the advice of marginalized employees.
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