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New coffee shop offers zing with a smile

Laura Lavelle

Dutch Bros. Coffee has opened in North Auburn.

The company opened a new store on the corner of Highway 49 and Dry Creek Road on Friday, welcoming area coffee drinkers with unlimited free coffee, tea and smoothie beverages.

Nevada County commuters may be lured to Dutch Bros. by the company’s robust and spirited coffee culture. This new franchise hopes to capture some of the local coffee market by brewing consistently fresh coffee beverages served with very friendly service.

However, as a quick perusal of the menu – the outlet offers the Annihilator and the ER-911, coffee drinks containing two to six shots of espresso and “kick me mix,” – and, as online bloggers may substantiate, some Dutch Bros. fans may be hooked more on the outlet’s caffeine-charged drinks than on its friendly service and the fun “Dutch Love” branding.

I sampled the Annihilator and would have ingested the entire 16 oz. of chocolate-and-macadamia goodness – it was tasty. Fortunately, I realized that amount of caffeine may have kept me awake into next week, so I left most of the buzz in the cup.

The new franchise is owned by Auburn native Jeremy Mauel. He became a fan of the company after attending the grand opening of an Oregon store.

Mauel believes the Dutch Bros. brand of coffee is fresher and has friendlier service than another well-known outlet, while V.P. of Operations Levi Ayriss said that the company’s concern with quality rather than quantity of growth has insured its success.

They expected their coffee booth would be serving 5,000 to 7,000 free beverages during the grand opening Friday.

The Auburn outlet will be the company’s 149th since the two original Dutch brothers, Travis and Dane Boersma, first pushed a coffee cart through the streets of Grants Pass, Ore., 17 years ago.

Mauel employs 10 employees, but may add more in the future, he said.

To add some zing to your swing, you may want to sample a cup of Dutch Bros. coffee on your way to the Lyons Club Annual Charity Golf Tournament, to be held on Friday Sept. 11 at the Ridge Golf Course in Auburn. The tournament sign-in begins at 9 a.m. with an 11 a.m. shotgun start.

The proceeds from the tournament will benefit seriously ill and injured children by sponsoring Lions Pediatric Emergency Medicine Trauma I Unit at the University of California, Davis, Health System. This unit is the only unit of its kind in Northern California.

This tournament is “best ball” and the fee is $175 per golfer or $700 per foursome. It includes 18 holes of golf, golf cart, box lunch and double entree sit-down dinner.

If you have questions about sponsoring or entering the tournament, contact Bob Smith at (916) 363-0185, redspop@aol.com, or Donna Prince at (530) 268-0906.

Laura Lavelle’s column is for southern Nevada County residents to share thoughts and information. Contact her at lavelle@cebridge.net or leave a message at 477-4230.

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