In 2013, Stacy Wheeler started working as a broista at Dutch Bros in Roseburg, Oregon and hasn’t looked back.
“I went into it wanting to operate one day,” Wheeler said. “I knew it was gonna be a long road, but I feel so fortunate.”
Stacy and her husband moved to Sacramento, California a few years later, and she worked as the regional manager under Steve and Nikol Grubbs before being selected to be the operator of Arden, a community just east of Sacramento.
On top of the stress that already comes with opening your first location as an operator, the COVID-19 pandemic put the possibility of an on-time opening into question. Even two weeks before the opening date, she wasn’t sure it was going to happen.
“I would be lying if I said I wasn't nervous or a little uncertain,” she said. “I felt a weight on my shoulders from it. I was like, ‘Oh, I just don't know if it feels right.’”
But she trusted the protocols in place and knew HQ had her back through it all to put the crew’s and customers’ safety first, and they opened as scheduled at the end of March.
“I knew I was in good hands,” she said. “To bring love and positivity to Arden was really an honor. I felt comfort in that.”
While the new stand’s grand opening didn’t have the same fanfare included at other Dutch Bros openings, the community’s response was nothing but supportive.
“I felt thankful to be able to bring Dutch Bros to the community during this time when it’s so uncertain and unpredictable,” Wheeler said. The customers were so thankful to come for friendship and love and to get out of the house to get coffee. They had nothing but good things to say.”
The stand employees, many of whom are brand new to the Dutch Bros community, had a unique first look into the culture of the company. Dutch Bros announced on April 3rd that the company is donating all profits in the month of April to support medical first responders through the organization First Responders First, in addition to a $1 million donation to COVID-19 relief efforts.
During orientation, Wheeler introduced new hires to the company’s core values and company culture, and seeing the company’s generosity firsthand “shows them what we really are about,” she said.
“What an introduction to Dutch Bros,” Wheeler said. “This is what it’s about. This all came out as our new hires were finishing training, so they’re astounded.”
Wheeler is particularly thankful to provide jobs in this time of crisis.
“Knowing that we are providing jobs and comfort for 46 people warms my heart,” Wheeler said. “I go into work and see their positivity, and it doesn't feel like the world is in a pandemic.”
Wheeler is reminded of her favorite line of the Dutch Creed: “To wear a cheerful countenance at all times and give every living creature you meet a smile.”
“A smile goes so far,” she said. “And Dutch Bros is spreading so many smiles.”