Which value is emphasized in the Dutch Bros Manifesto regarding interactions with customers?

The emphasis on friendliness and connection in the Dutch Bros Manifesto reflects a core value of fostering genuine relationships with customers. This approach prioritizes creating a welcoming and friendly atmosphere, which not only enhances the customer experience but also builds loyalty and community. By promoting an environment where baristas connect with customers on a personal level, Dutch Bros aims to make every interaction meaningful and enjoyable.

This value stands out in the company's culture, where the focus is on creating memorable moments rather than merely serving beverages. It aligns with the company's overall mission to spread love and positivity, ultimately encouraging repeat business through warmth and approachability. Such an emphasis on connection distinguishes Dutch Bros from competitors who might prioritize speed or professionalism over personal engagement.