There is a Dutch Brothers within walking distance of my office and it has always intrigued me. About once a month I walk over there and get something and I’ve noticed a few things I decided to share. I call these the Dutch Bros. Secrets: The baristas are always very friendly. So much so that you would think they’re drinking Red Bull all day long. They give out punch cards religiously. They ask you if you brought yours, and if you didn’t they give you a new one. They greet you like an old customer… they might not remember you but they treat you as a regular. They provide positive reinforcement. No matter what I order, they make me feel like I made a REALLY good choice. I don’t know of ANY other coffee shops doing this in Phoenix. When I order something they tell me I am winning. I believe this is their strongest secret. Their slogan is: Love All, Serve All. While you may not agree with their focus on sugary drinks, you have to agree they are doing a fantastic job with friendly service. Here’s an interesting video some fans made so you can get the feel of a Dutch Bros.