A Latte Love

Josh Hayes started working for Dutch Bros back in 2008. Just out of the military at the time, Hayes was trying to figure out what he wanted to do next when he answered a Craigslist ad posted by the coffee shop.

“I’m pretty sure all it said was, ‘Flexible hours, cash tips, play your own music,’” Hayes laughs. “I had no idea what Dutch Bros even was when I applied.”

What he thought would be merely a temporary job during a transitional time in his life quickly turned into more.

“I had no business working at a coffee shop; I didn’t even drink coffee,” Hayes says. “But once I got into the company, I realized it’s much more than a coffee business. It’s about being really kind to people, being really kind to your coworkers, really enjoying what you’re doing.”

Hayes put his plans to move to California on the back burner and took on more hours at Dutch Bros. Since 2008, he has gone from barista to store manager to district manager. Today, Hayes oversees all 29 of the Dutch Bros franchise stores east of the I-17, which are owned by Jim Thompson.

A culture of caring

What got Hayes hooked on Dutch Bros is exactly what makes the company an ideal partner for Phoenix Children’s too. The coffee collective takes its mission to give back, one cup at a time, seriously. Baristas have helped raise funds for individual college students and national nonprofit organizations. But Phoenix Children’s fits naturally into the company’s DNA. Two of the coffee franchise’s four pillars, after all, are “youth” and “health.”

“When you think about youth and health together, the amount of impact that Phoenix Children’s makes—you just can’t beat it,” Hayes says.

About 10 years ago, Dutch Bros began fundraising for Phoenix Children’s with an annual Day of Giving. On that day, 42 of the company’s Valley locations, including all 29 overseen by Hayes and 13 owned by Caleb Berkey in the West Valley, donate $1 per drink sold. Customers don’t have to buy anything special or contribute for the company to donate. In 2023, the Day of Giving raised $79,074.

“They just show up and we get to tell them, ‘Hey, this is what’s going on today. You order your regular drink, and we’re going to donate $1 to Phoenix Children’s,’” Hayes says. “Most people thank us. Many of them share stories about how they’ve been impacted by the hospital.”

Dutch Bros customers are often inspired to give out of their own pockets too. “People get really excited,” Hayes says. “Some will even order a second drink to drive up donations or offer to buy a drink for the person behind them.”

Partners in success

Hayes says the key to a successful event is communication—both internally and externally. “There’s quite a bit of work that goes into organizing a fundraiser like this,” he says. “It seems simple, it being just one day and $1 per drink, but it does take a fair amount of planning.”

Participating locations promote the day on social media and with a text blast to their customers. The Dutch Bros corporate office promotes the event through the company’s app. Phoenix Children’s helps spread the word too.

The partnership between Valley Dutch Bros and Phoenix Children’s runs deeper than money. Phoenix Children’s Foundation staff come to manager meetings and share how baristas are making a difference. Baristas and other Dutch Bros staff volunteer at the hospital throughout the year.

“We treat this as a true partnership,” says Hayes, who is also a member of the Phoenix Children’s Foundation Corporate Executive Board. “We don’t just write a check. We go down and we volunteer—get as involved as we can. Money’s great, but giving your time and energy is important too. Plus, it’s a whole lot of fun.”