Dutch Bros, a drive-through coffee company known for its colorful energy drinks called “Rebels,” opened its first location in the Los Angeles area over the weekend. Many attendees of the USC versus UCLA rivalry football game flocked to the chain’s grand opening Saturday to grab one of its hand-crafted beverages.
The new coffee shop is located just outside USC’s campus on South Figueroa Street near the Los Angeles Memorial Coliseum. This location does not include a ‘drive-thru’, making it the first Dutch Bros in California to incorporate a walk-up only option where customers can exclusively order at the window or order ahead through the mobile app, according to Corey Shaffer, the lead master of baristas at this Dutch Bros location.
In a Dutch Bros press release, regional operator Brady Benner said he is grateful for the opportunity to bring a Dutch Bros Coffee to Los Angeles.
“Bringing this location to the Exposition Park and the greater Los Angeles community means we will have a space to bring love and light to each person we meet every day,” Benner wrote.
Shaffer noted its proximity to campus, saying that USC students have already started undergoing training and working at the branch.
“[Benner] wanted to come serve this community, and so he selected this area specifically because of the impact that he wanted to make and to build that connection with the people,” Shaffer said. “‘We’ve had people that are trying it for the first time as well, and included in that are a ton of USC students.”
Christian Dotimas, a sophomore majoring in public relations, said Dutch Bros is a familiar place for him, previously going to the Central Valley location frequently with his cousins.
“I’m from the Bay Area; unfortunately, they don’t have any in the Bay, so I’d have to go maybe an hour out, but I would drive for Dutch Bros,” Dotimas said.
Dotimas said it is refreshing and exciting to get something that is not from the typical coffee shops near campus, like a Starbucks or Dunkin’ Donuts.
“College students love coffee and energy drinks, so it’s great that they’re providing that for students,” Dotimas said.
Ashly Morales, a UCSB alum who grew up in South Central, said given the current political climate where people may not want to support businesses such as Starbucks, it is nice to have another accessible coffee shop in the area. Like Dotimas, Morales said she had to drive far to order from Dutch Bros in the past, so having one close by is convenient.
“I feel like most coffee places invite you to get seated,” Morales said. “I really like the order ahead, because then I can just order it, walk here, and go if I don’t necessarily want to wait in line.”
Shaffer said that within the past three days, since its grand opening, there has been no shortage of customers
“People have been coming in line, hopefully getting in and out really quick, and getting the experience of trying our coffee and the quality service that we hold ourselves to,” Shaffer said.