DUNKIN’ DONUT

GROUP 6

SOCRATES, BRIAN JAY

BESIATA, CRISTINE JOY

CUENCA, KREIZELLE MAE

MILLIONES, MYCA

EPONDULAN, ANNA MAE

 HISTORY

The story of Dunkin’ Donuts began in 1948 with a donut and coffee

restaurant in Quincy, Massachusetts called “Open Kettle.” Founder William

Rosenberg served donuts for five cents and premium cups of coffee for ten cents.

After a brainstorming session with his executives, Rosenberg renamed his

restaurant “Dunkin’ Donuts” in 1950. His goal was to, “make and serve the

freshest, most delicious coffee and donuts quickly and courteously in modern,

well-merchandised stores,” a philosophy which still holds true today.

In 1955, the first Dunkin’ Donuts franchise opened, and in just 10 years, the

number of restaurants had grown to over 100 shops. It was after reaching this

milestone that, in 1972, Dunkin’ Donuts introduced its iconic Munchkins® donut

hole treats. In the years since Dunkin’ Donuts has expanded its menu to include a

wide variety of food and beverage options to keep guests running all day.

Dunkin’ Donuts coffee is available in a variety of delicious flavors, including

classics like Hazelnut and French Vanilla, as well as seasonal flavors including

the ever-popular Pumpkin. According to Brand Keys, Dunkin’ Donuts has

maintained the #1 spot in customer loyalty in coffee for 10 years running. In

addition to coffee and espresso, Dunkin’ serves a host of other beverages such as

hot chocolate, iced tea, Coolatta® frozen drinks, and smoothies. The all-day food

options feature innovative menu items like the Big N’ Toasted™, alongside a

number of other breakfast sandwiches and bakery products. More recent

additions to the menu include Rainforest Alliance Certified™ Dark Roast coffee,

Cold Brew, and the Macchiato, as well as the Croissant Donut platform.

Dunkin’ Donuts has also become a leader in digital innovation. The Dunkin’

Mobile® App allows guests to pay right from the app with their virtual Dunkin’

Donuts Card. The App also lets guests browse the menu, locate the nearest
Dunkin’ Donuts restaurant, access their DD Perks® account to find mobile

coupons and offers, and more. In 2016, Dunkin’ introduced On-the-Go Ordering,

which allows DD Perks members place a mobile order up to 24 hours in advance,

select their desired location, and then pick up their order inside a Dunkin’ Donuts

restaurant, or at the drive-thru.

Since 1950, the number of Dunkin’ Donuts restaurants has increased to

more than 12,000 worldwide, with locations in 45 countries. The company serves

approximately 1.9 billion cups of hot and iced coffee every year, with standards

for coffee excellence that are among the best in the industry. Over the long-term,

the company plans to more than double its U.S. presence, which will put the total

number of restaurants above 17,000

VISION

 To be always the desired place for great coffee beverages and

delicious complementary donuts & bakery products to enjoy with

family and friends

MISSION

  To be the leading provider of the wide range delicious beverages &

baked product around the kingdom in a convenient, relaxed, friendly

environment, that insures the highest level of quality product and best

value for money.  

        We provide our guest, the elegant service and unforgettable

experience to meet their expectations in every single visit. 

 SWOT ANALYSIS

STRENGTH

 Dunkin Donuts is one of the largest donut, fast food & coffee restaurant

chain in the world

 Dunkin Donuts has a strong brand loyalty amongst its customers

 Over 1000 varieties of doughnuts are offered by the brand

 Dunkin Donuts is popular for a number of bakery products like pastries,

bagels, muffins, biscuits, etc. and hot beverages like coffee, tea

 Dunkin Donuts is present in more than 10,000 locations across 30+

countries

 It is one of the most experience players in the industry since its inception in

1950

 The brand is associated with several sports teams via sponsorships

 Dunkin Donuts has effective marketing and advertising strategies via TV

commercials, print ads, online ads & digital marketing

WEAKNESSES

 Competition from other international restaurant chains means limited

market share growth for Dunkin Donuts

 The company faced issues in a few location over its marketing promotions

OPPURTUNITIES

 Dunkin Donuts can increase its presence in newer countries and regions of

the world

 The company can introduce low-calorie snacks as well

 Increase in disposable income of people in developing countries can be a

boost for the brand

  Increase its reach through effective online marketing can boost Dunkin

Donuts' sales

 Dunkin Donuts is one of the largest donut, fast food & coffee restaurant

chain in the world

THREATS

 Health conscious people who prefer not to have fast food

 Competition even other brands as well as local cafes and bakeries can

affect business of Dunkin Donuts

 Increase in the cost of raw materials, changing government policies etc.

can affect its sales

EXTERNAL ISSUE

In External Issues, when nearly every major companies are making

great progress towards sustainability, how Dunkin Donuts can fall behind.

Dunkin donut is vigorously making great strides to make the environment

more sustainable. It has planned to phase out polystyrene foam cups from

2018 to completely eliminate it from its supply chain by 2020. The Company

is now using the double walled paper cups which is more environment

friendly and cost saving.

INTERNAL ISSUES

Dunkin Donuts has consistently shown tremendous growth in revenue

and a steadily large margin holding around 33% for a couple of years

running. This indicates effective corporate governance and a strong sense

of direction for the company. Revenues are on a high growing pattern that

indicates expansion opportunities for Dunkin. However, Dunkin Donuts is

battling a large amount of debt that could hinder future sustainability for
 them. If Dunkin Donuts can successfully expand further into the western

United States they could be seeing a very bright future.

COMPARISON WITH COMPETITORS

Starbucks and Dunkin’ Donuts are the two most recognized brands in the

United States’ coffee chain industry. Although both corporations have similar

strategies and product offerings, their corporate strategies have a number of

differences. Being comparatively younger than its competitor, Starbucks showed

aggressive growth and became the largest company in the industry.

STRATEGIES

Marketing Mix of Dunkin Donuts

The marketing mix refers to the mixture of the four components that make

up a company’s marketing system: the product, price structure, promotion.

1. Product 

Being a fast-food joint, it mainly sells donuts, burgers, hot and cold

beverages[like coffee, mocha, iced tea’s and fruit shakes], wraps, and snacks.

The company decided to get coffee back in 2014 thinking it might be their most

profitable product. And in 2018 it became a successful strategy. Since coming

internationally in 2014, its menu now has been spread across the world. 

Dunkin has started giving combos with giving donuts, beverages, and burgers

together.

2. Pricing 
 The prices of the different products are not very high and quite affordable.

The company has different prices in different countries, which is called Global

Pricing. This strategy is used to ensure better quality products at an affordable

price to customers.

3. Place and Distribution Strategy

With over 12,900 restaurants spread across 42 countries, it has been one of

the world’s major fast-food food joints. Now it has started picking up its online

way to order the products. Dunkin has partnered with jubilant fast-good food for

franchising in India, with over a little less than 100 stores. It has opened in the

form of online marketing also.

4. Promotion 

The company promotes its brand by having a bright logo in its cups and

packaging material. This helps in recognizing and memorizing the logo easily. It

has changed its tagline in India to ‘Dunkin Donuts and more’ because in India

doughnut-eating culture was not present at that time. And also has brought new

flavors in India to attract customers like mango, litchi, and many more. 

Marketing Strategy of Dunkin Donuts

Marketing strategy is a method that allows a company to focus its

resources on the most promising opportunities to grow sales and gaining a

competitive advantage that lasts. The marketing strategy of ‘Dunkin Donuts’ is

unique. It uses unique marketing techniques to get out to its customers rather
than traditional marketing techniques. The brand maintains a low profile in the

media due to its marketing strategies. Continue reading to learn how to do it.

Social media marketing

If you want to be a customer’s favorite and gain their loyalty, you must be

social. Dunkin Donuts understands how to engage its customers through social

media platforms. Dunkin Donuts’ Instagram page is a visual treat for customers. It

adheres to strict branding requirements and displays its recipes on the page

alongside appealing graphics and videos.

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Furthermore, because the company operates its franchise in a variety of

worldwide places, it establishes different accounts for each location, as there is

a different type of content to offer to audiences from various backgrounds. The

brand uses the Twitter network to receive client questions and answer with the

best possible response. Dunkin’s tweets are hilarious, such as this one: “Me @ my

local Dunkin: I’ll have…   The crew: The usual?”

So the goal of their social media marketing approach is to engage clients by

creating fascinating content that they can’t help but try out.

Event Marketing and Sponsorships

Dunkin Donuts is a big deal when it comes to event promotion. Event

marketing is beneficial, but it is even better when a company sponsors major

events. Madison Square Garden Company and Dunkin Donuts had a multi-year

deal. It became a sponsor of the NBA basketball team, the National Women’s

Hockey League, and several other clubs. Being a sponsor of the biggest sporting

event increases brand awareness.

 Dunkin Donuts is also a sponsor of America’s Got Talent, a prominent

television reality show. Dunkin Donuts raises brand recognition on a large scale

by partnering with a show with a large audience.

Target Audience

Age 18-25 years old, age 25 years old and above, and family are the three

characteristics of Dunkin Donuts coffee target consumers. Table 3 displays the

target consumer’s attributes.

The target consumer’s characteristics Targeting for the following reasons:

 Between the ages of 18 and 25, This entire group is made up of adolescent

students and young professionals on a tight budget.

 Above the age of 25: Due to their hectic work schedules, they frequent

restaurants frequently, and they have relatively high earnings and spending

flexibility.

 Businessman: This group does not consider Dunkin Donuts coffee to be a

high-end product, and it is simple to grab meals on their way to work.

THE FUTURE PROJECTION

  Dunkin’ unveiled today its most recent non-traditional openings and growth

plans for the year. Thus far in 2021, the leading coffee company has expanded

across Las Vegas at the Convention Center, LINQ Hotel, and Arizona Charlie’s

Boulder Casino, as well as reopened with the unveiling of the new Virgin Hotel.

Additionally, the brand opened its 12th location with Great Wolf Resorts at the

Manteca, California park and further strengthened its presence in the healthcare

setting with locations debuting at the Oak Hill Hospital in Brooksville, Florida, and

UMass Memorial Medical Center in Worcester, Massachusetts.

 Looking ahead towards the remainder of the year, Dunkin’ plans to continue

opening non-traditional locations by focusing on airport expansion within New

York’s JFK Airport in Terminal 1 and Chicago’s O’Hare Airport in Terminal 5.

“Dunkin’ continues to modernize with convenience at the forefront. Our

flexible concepts for any non-traditional format have been an essential aspect of

our growth over the past decade and will remain a vital part of our future

development strategy,” said Chris Burr, Director of Non-Traditional Development

at Inspire Brands. “As a new member of the Inspire family of brands, Dunkin’s

strong experience in non-traditional development complements Inspire’s vision

for non-traditional growth across the portfolio, bringing valuable expertise to our

best-in-class shared Development team.”  

As the world’s leading coffee and baked goods brand, Dunkin’ can easily

tailor its format and menu to meet the needs of a specific location and venue

while still providing on-the-go guests with great coffee, beverages and food to

keep them fueled throughout their day. High-quality non-traditional restaurants at

premier locations such as airports, universities, and travel plazas capture new

and existing guests, while Dunkin’s advanced in-store technology and Dunkin’ App

enable restaurants to serve guests quickly and safely.

Despite obstacles in 2020, Dunkin’s non-traditional development continued

with 27 additional restaurants, including openings throughout airports in Boston,

San Antonio, St. Petersburg-Clearwater, and New York City. In addition, the brand

developed retail restaurants in the Mall of America, American Dream Mall, and a

Shop Rite Supermarket in New York, as well as Air Force Bases in New Mexico

and Utah, and on campuses at the University of Maryland and University of

Massachusetts at Dartmouth.
 Dunkin’s non-traditional pipeline was supported by the brand’s rapid

response to the pandemic with operational modifications to sanitation and social

distancing procedures, while continuing to serve guests on-the-go with a

relatively contactless, entirely disposable, and modernized experience.

Conclusion

The purpose of Dunkin Donuts’ marketing strategy is to make customers

aware of their brand in any manner feasible. Dunkin’s entire marketing strategy is

aimed at attracting customers’ attention. Dunkin Donuts’ advertisement style

evokes emotions in the audience, whether it’s surprise or laughter. The brand

appeals to a vast customer base thanks to its unusual communication.

One of the most important lessons learned from Dunkin Donuts’ strategy is

the importance of proactive communication with customers. Brands should be

aware of current events and incorporate them into their marketing strategies,

which Dunkin Donuts excels at.