Case study marki Dunkin Donuts z amerykańskiego Albumu Superbrands

1. is no easy feat. Producing coffee takes in the global marketplace, the Fair Trade model
more steps than producing wine, and allows farmers to receive a fair price for their
Dunkin’ Donuts’ coffee experts travel coffee bean crop.
around the globe to ensure quality at
each step. HISTORY
Dunkin’ Donuts identified a new The history of Dunkin’ Donuts circles back nearly
restaurant category called “Quick Quality.” 60 years when Bill Rosenberg founded the com-
This represents a promise of fresh food fast pany in 1950 and opened the first store in Quincy,
and a higher evolution of the standard quick- Massachusetts. Back then, Bill had a simple philos-
service experience. Dunkin’ Donuts wanted to ophy: “Make and serve the freshest, most delicious
make a more meaningful promise to deliver on coffee and donuts quickly and courteously in mod-
the value proposition consumers expect, and then ern, well-merchandised stores.” That philosophy
some: a promise to offer fresh food, fast, and to still holds true today and is the foundation that has
offer more choices, served quickly, in a quality way. enabled Dunkin’ Donuts to grow to be the largest
That means lots of innovative new
products — served fresher and faster
than ever before.
Dunkin’ Donuts is well positioned
for the future. Taken together, Dunkin’
Donuts’ entrepreneurial business model,
its culture, and the strength of its
brands and menu offerings promise a
strong future of successful growth.
Dunkin’ Donuts is well known by gen-
erations and loved by a growing num-
THE MARKET ber of customers around the world.
In the competitive world of the coffee industry —
and any industry for that matter — it’s crucial ACHIEVEMENTS
for companies to have a clear understanding Dunkin’ Donuts is dedicated to pro-
of what they do best, and where they can be the viding delicious food and beverages to
best. Dunkin’ Donuts has defined its strategic its customers and goes to great lengths
heartbeat as the everyday, easy coffee stop that to ensure only the finest ingredients
inspires rituals that revive. In other words, are used in its recipes — including its
Dunkin’ Donuts provides food and drink that’s espresso beverages. To that end, all
fast, fresh, and affordable — for busy people, Dunkin’ Donuts espresso beans are
leading busy lives. Fair Trade Certified.
These days there is an incredible interest Dunkin’ Donuts was the first
across the country in premium coffee. The aver- national brand to sell espresso bever-
age consumer is now demanding what Dunkin’ ages made exclusively with Fair Trade
Donuts has been providing for nearly 60 years. Certified coffee. Through Fair Trade,
Dunkin’ Donuts’ standards for coffee excellence farmers and their families are earning
are among the highest in the United States, which a better income for their hard work, allowing coffee and baked goods chain in the world. Dunkin’
them to hold onto their land, keep Donuts offers more than a dozen coffee beverages,
their children in school, and invest in donuts, bagels, muffins, breakfast sandwiches, and
the quality of their harvest. other baked goods. Currently, Dunkin’ Donuts has
Using the most stringent standards more than 8,800 shops in 31 countries worldwide.
in the coffee industry, Dunkin’ Donuts
selects only the finest, high-quality THE PRODUCT
beans to make its espresso blend. At Dunkin’ Donuts has been serving high-quality cof-
the same time, Dunkin’ Donuts is fee for nearly 60 years. Today, Dunkin’ Donuts is
working to aid the farmers who grow America’s largest retailer of coffee by the cup, serv-
those beans. Small farmers in lesser- ing nearly 1 billion cups of brewed coffee each
developed countries grow much of the year. Using only 100 percent Arabica coffee beans,
world’s coffee. Without direct access Dunkin’ Donuts offers a milder roast coffee that is
to international markets or the busi- milled specifically for the company and is recog-
ness capacity necessary to compete nized by the industry as a superior grade of coffee.
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2. In addition to serving “the best coffee in
America™,” Dunkin’ Donuts has expanded its
menu to include a wider range of snacks and on-
the-go, delicious, quality products that appeal to
an increasingly busy consumer market. This plat-
form features products that move beyond the
breakfast hour in an effort to keep time-strapped
people fueled and ready to face the challenges of
the day — morning, noon, and night. Most
recently, Dunkin’ Donuts introduced the brand’s
first menu of better-for-you options. Labeled with
a distinctive new logo, DDSMART menu items
include both new and existing Dunkin’ Donuts
food and beverages that meet at least one of the
following criteria: 25 percent fewer calories; 25
percent less sugar, fat, saturated fat, or sodium
than comparable fare; and/or containing ingredi-
ents that are nutritionally beneficial. A highlight
of the DDSMART menu is Dunkin’ Donuts’ new
Egg White Flatbread Sandwiches. Dunkin’
Donuts is the first national quick-service restau- beyond breakfast complements the store design. BRAND VALUES
rant chain to introduce egg white sandwiches. The new menu is part of Dunkin’ brands’ efforts Dunkin’ Donuts customers are passionate about
The DDSMART menu includes two varieties of to raise the bar on the quality and variety of foods their Dunkin’ Donuts experience, which for mil-
this innovative item: Turkey Sausage (featuring available at Dunkin’ Donuts and to change expec- lions of customers is an everyday ritual. The com-
turkey sausage, spinach, and reduced-fat moz- tations about what is possible in a quick-service pany conducted a study where customers were
zarella cheese) and Veggie (featuring meal, whether in their restaurant asked to go without Dunkin’ Donuts coffee for
peppers, onions, mushrooms, and or on the go. one week. The results showed that people felt life
reduced-fat cheddar cheese). Both was harder, that their day lacked order
sandwiches are under 300 calories, PROMOTION without Dunkin’ Donuts coffee, and
with nine grams of fat or less, and Perhaps the most famous that competitors couldn’t fill the social
are served on wholesome toasted of Dunkin’ Donuts adver- and emotional need they get from a
multigrain flatbread. tising came in the form of daily visit to a Dunkin’ Donuts store.
the character “Fred the People who work for Dunkin’
RECENT DEVELOPMENTS Baker.” Throughout the 1980s, “Fred the Donuts have a passion for what they
To secure and sustain Dunkin’ Donuts’ leadership Baker” was synonymous with Dunkin’ do. And that’s because Dunkin’ Donuts
position as America’s largest retailer of coffee- Donuts. The advertising campaign — located the passion of the company —
by-the-cup, the company has continued its steady one of the most beloved ad campaigns in the strategic heartbeat — which is the
and strategic expansion plan throughout the recent history — featured Michael Vale as thing that the company does best. For
country. Dunkin’ Donuts recently opened restau- Fred — Dunkin Donuts’ devoted, sleepy-eyed example, Dunkin’ Donuts defined the strategic
rants in Dallas, Las Vegas, and Phoenix, and doughnut maker who woke up each morning with heartbeat of the company as the everyday, easy
announced plans to enter St. Louis, Kansas City, the mantra, “Time to make the donuts.” Fred coffee stop that, by serving the best-tasting cof-
and Minneapolis. became a character who struck a chord with most fee, inspires rituals that revive.
In 2005, Dunkin’ Donuts unveiled a new pro- Americans; he was a hard-working man dedi-
totype restaurant. The design, reminiscent of cated to his job regardless of the time or the
company roots that date back nearly 60 years, is weather. Fred the Baker was featured for 15 years THINGS YOU DIDN’T KNOW ABOUT
coupled with contemporary features to give until he retired in 1997. DUNKIN’ DONUTS
Dunkin’ Donuts a new, In 2006, Dunkin’
modernized appearance. Donuts unveiled a new H Dunkin’ Donuts is the number-one retailer of
The new restaurant pro- advertising campaign that hot and iced coffee in America, selling 2.7
totype features advanced revolutionizes the brand’s million cups a day, and nearly 1 billion cups
equipment to meet the position by focusing on a year. Dunkin’ Donuts is also the largest
demands of today’s busy how Dunkin’ Donuts keeps coffee and baked-goods chain in the world
customers seeking fast, fresh, affordable, high- busy Americans fueled and on the go. The cam- and sells more donuts, coffee, bagels, and
quality food and beverage choices quicker and paign is a fun and often quirky celebration of muffins than any other quick-service restau-
better than ever before, resulting in an improved life, showing Americans embracing their work, rant in America.
overall in-store and drive-thru experience. A new, their play, and everything in between — accom- H On an average day, Dunkin’ Donuts sells
innovative menu that moves Dunkin’ Donuts panied every step of the way by Dunkin’ Donuts. more than 30 cups of freshly brewed coffee
The launch of “America Runs on each second.
Dunkin’” marked the most significant H As part of the company’s commitment to
repositioning effort in the company’s offering consumers more choices without
59-year history. The campaign comes to compromising quality, Dunkin’ Donuts has
life through a set of interactive icons assembled a culinary dream team, a lineup
that represent the campaign tagline, of skilled and honored chefs and are using
“America Runs on Dunkin’.” The icons their talent and experience to create new
help to drive the concept that Dunkin’ and innovative menu choices for customers.
Donuts’ freshly made coffee and baked The Culinary Team’s mission is to provide
goods energize Americans from all Dunkin’ Donuts’ customers with the best-
walks of life so they can keep the coun- tasting, most creative menu items that are
try running on their dedicated hard fast, fresh, and affordable.
work and positive outlooks.
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