-Editorial
Dutch Bros Coffee opened its Calexico location at 1121 W Imperial Ave, drawing a steady stream of drivers after social media posts announced the drive-thru was open. The new shop, the company’s second in Imperial Valley, serves specialty coffees, teas and energy drinks and is part of a regional expansion that will include a third location in Brawley.
The Calexico store officially opened this week after months of anticipation among residents who followed the project’s construction. Company officials said the new location is part of Dutch Bros’ ongoing effort to expand its presence throughout California and increase its footprint in Imperial Valley.
Among the first customers was Sharon Castillo of Mexicali, who said she welcomed having another coffee option in the city. Castillo said she appreciates the variety of milk choices available, including almond and coconut milk. Although she had previously visited a Dutch Bros location in Yuma, Arizona, this was her first visit to the company’s new Calexico store. She said she previously enjoyed a hazelnut-flavored coffee and was excited to see the business open locally.
“I like that they have different milk options,” Castillo said. “I had tried Dutch Bros in Yuma before, and I really liked the hazelnut coffee.”
Michael Coste, a business coach with Dutch Bros, said the company has been encouraged by the success of its El Centro location, which opened more than a year ago, and sees additional opportunities for growth in the region.
“We’re looking to grow as a company as much as possible, but locally here in California too,” Costi said. “We’ve had a location in El Centro for a little over a year now and are looking to expand our footprint in the Imperial Valley as much as we can. Calexico is our second location, and we have our third location in this area coming to Brawley.”
Coste said the Brawley store is expected to open before the end of August, although an official opening date has not yet been announced.
The store is managed by Trent Ramirez, who has worked for Dutch Bros for five years and has held positions in four states. Originally from Yuma, Arizona, Ramirez said returning to the border region allows him to contribute to a community that reminds him of where he grew up.
“I grew up in the Yuma area for about 20-something years,” Ramirez said. “I did a little traveling, went to the Bay Area, went to Colorado, and now I’m back in this area, kind of coming back to my roots and helping grow a community that was so close to my own.”
Ramirez said one of his primary goals as manager is to create a positive workplace for employees while providing excellent customer service.
He said Dutch Bros has a relatively young workforce, allowing managers to mentor employees as they begin their careers.
“For me, my biggest involvement in this community is being in a place where a customer comes through when they’re having a rough day and providing that smile and customer service,” Ramirez said. “But also guiding the youth. I’m not super old myself, but Dutch Bros is a very young company, and I want to be a pillar for the younger generation.”
Ramirez said he hopes employees gain skills that will benefit them throughout their careers, whether they remain with Dutch Bros or pursue other opportunities.
“I want to help fill their tool belt so they can succeed in other parts of life,” he said. “I’ve been there before where my tool belt was very empty, and it got filled by the generation before me. Now I get to do that for the people growing up behind me.”
Having worked at Dutch Bros locations in multiple states, Ramirez said the company strives to provide a consistent customer experience across locations.
“The beauty of the company is no matter where you go, it’s going to be the same love you receive everywhere,” he said. “Whether you go through a line in Texas, Oregon or here in Calexico, you’re going to get the same great service, the same great drink and the same smiles.”
Ramirez said the Calexico team is eager to become involved in the community and serve residents.
“The kids that work here are so hungry and so eager to give back to the community they grew up in,” he said. “It shows in their work, it shows in how they show up, and it shows in the effort they give every day to the customer, to the crew and to the store. They’re truly ready to serve the Calexico community.”
The Calexico location employs approximately 40 workers and will operate from 5 a.m. to 10 p.m. Sunday through Thursday and from 5 a.m. to 11 p.m. on Fridays and Saturdays.
