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WATCH: The Secret Behind the Dutch Bros Brand

Leigh Gower, Chief Technology Officer, Dutch Bros Coffee shares how the brand wows guests.

At MURTEC 2024 in Las Vegas, Results Thru Strategy CEO Fred LeFranc sat down with three restaurant brands to talk about how operators can reach and wow guests at every stage of the journey.

During his preliminary remarks for the session, Engage! How to Reach — and Wow — Guests at Every Stage of the Journey LeFranc mentioned how restaurants are judged by the emotional outcome of the guest experience and that it is incumbent upon restaurants to conduct an intentional approach to the guest journey. LeFranc went on to moderate a dynamic conversation with his three panelists: 

  • Jill Adams, SVP & Chief Marketing Officer, El Pollo Loco; 
  • Leigh Gower, Chief Technology Officer, Dutch Bros Coffee; 
  • and Chris Incorvati, VP, IT & Guest Support, Panera Bread. 

Here's a 3-minute excerpt from this panel discussion that focuses on Dutch Bros. 

More Great Content from MURTEC 2024

This is a small excerpt from one of the dozens of video interviews and sessions at MURTEC 2024. 

You don't want to miss the MURTEC 2024 keynote featuring Eleven Madison Park's Will Guidara, author of Unreasonable Hospitality.  

Stay tuned for more videos from MURTEC 2024!


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