Brand Assignment #1 Dunkin' Donuts

COM220

Jessica Raffo, Abby Smith, Sarah Belanger

WHY

• To keep society energized and motivated throughout their day

HOW

• “Everything we do is about you. From chefs who create exciting new 
flavors, to crew members who know exactly how you want your drink

—we prioritize what you need to get you on your way. We strive to 

keep you at your best, and we remain loyal to you, your tastes and 
your time. That’s what America runs on.”
• Create a efficient and cheap way to serve fresh and delicious food and beverage
• A focus on caffeinated and sugar products to ensure 

productivity and energy

• Make prices affordable and strong customer loyalty program 

so their product is easily attained and wanted

• On the go ordering applications
• DD Member Perks
• Free drinks every 200 points, on your 

birthday, and when you sign up

• Special rewards and offers for members every month
• Promos
• 2 for $2 wraps
• From 2-6pm $2 lattes
• Have stores located worldwide to ensure a large presence and 

satisfy a wide range of customers

• 11,300 stores worldwide
• over 8,500 restaurants in 41 states across the 

U.S.A. and over 3,200 international restaurants across 36 countries

• Maintain a range of food and beverage product to accommodate to all lifestyles
• 50+ different flavors/styles of coffee
• Can be made dairy free 
• Gluten free options 
• DD Smart
• Reduced calories, fat, saturated fat, sugar or 

sodium by at least 25% more than their base product

• Advertisements show Dunkin’ Donuts core values

and that anyone can “Run on Dunkin”

• TV commercials

• Some ads bring in favorited celebrities 

to attract customers.

• Printed ads
• Dunkin’ Donuts displays billboards and printed 

advertisements with coupons attached in magazines and in mail flyers.

• Social Media
• DD has their own Instagram, Facebook, and 

Twitter accounts to stay connected with customers.

• Sponsors 
• Dunkin’ Donuts advertises through many 

sponsorships like athletic events and stadiums.

WHAT

• Coffee (hot & cold)
• Tea (hot & cold)
• Donuts
• Breakfast & lunch sandwiches and wrapsMuffins 
• Mugs, to-go cups, and Dunkin’ Donuts branded merchandise
• Packaged coffee and tea for at home use
• Gift cards