Brand Project #2 Dunkin'

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Jessica Raffo, Abby Smith, Sarah Belanger

DUNKIN’ DONUTS

BENEFITS

How will the person who agrees to buy/interact with Dunkin Donuts life improve?

Financial

• Dunkin Donuts offers great low prices compared to their competitors.
• The company is now targeting national value in a bid to attract budget-conscious beverage consumers.
• Dunkin’ introduces national deals to reverse a slowdown in same-store sales growth.
• Dunkin' Donuts started offering $1.99 frozen coffee.
• Dunkin’ will add any flavor extracts, sugar, cream, or milk to your beverage for no extra cost, unlike their competitors that will charge extra with the more complicated your drink gets.
  
  

  • Customers can afford to buy more coffee due to the benefit of purchasing less expensive coffee.
  • Dunkin’s low prices give customer’s the comfort of being able to come back to the store frequently without the lingering fear of overspending.
    
    SO THAT: It is easier for customers to buy Dunkin' more regularly.
• The Dunkin’ Brand is always offering ways for customer to save money and pay more efficiently.
• DD Perks is offered to all customers, which includes paying through phone, exclusive coupons each month, and the ability to earn rewards for your purchases.
• Online surveys are featured at the bottom of every Dunkin’ receipt and upon completing it, a code will be sent to you that makes you eligible for a free donut with your next purchase of a medium beverage.

Personal

• Dunkin’ coffee uses Arabica coffee beans, a “gourmet” bean that have a range of subtle and rich flavors, as opposed to the widely used Robusta coffee bean that is easier and cheaper to grow, but tastes harsher and more bitter.
• Dunkin’ biggest competitor, Starbucks, burn their Robusta coffee beans because once the beans are burnt, you can no longer tell what sort of quality they might have had if they had been properly roasted.
• Consumer Reports conducted a blind taste test between the two brands and Dunkin’ Donuts was consistently rated as the best tasting coffee.
  
  SO THAT: Dunkin's coffee is unique and has a better taste for their customer.

Strategic

• Once having a cup of Dunkin coffee, people become more motivated to go about their day.

• It also saves the customer more time in the morning since Dunkin coffee is quickly made
• Going to Dunkin also saves the customer time by not having to go to the grocery store and make coffee themselves in the morning
• 
  SO THAT: Dunkin' saves you time and convenience during your day.

How does Dunkin’ Donuts benefit the world?

Financial

• With over 11,500 locations nationwide, Dunkin’ Donuts has several job opportunities at different levels offering many different benefits.
• Benefits of being a Dunkin’ Brand employee include Medical Coverage, Dental Coverage, Vision Coverage, Basic Life Insurance, Basic Accidental Death and Dismemberment Insurance, Short-term Disability and Long-term Disability, Flexible Spending Accounts, Employee Assistance Program, Wellness Program, 401 (k) Plan, Employee Stock Purchase Plan, Tuition Reimbursement, and Paid Time Off.
• Dunkin’ Donuts franchisees offer communities financial support with there Dunkin’ Donuts scholarship program.
• Partnering with  Scholarship America and the New Hampshire Charitable Foundation, Dunkin’ Donuts Partners gather applicants and give scholarship awards to the qualified candidates.
  
  SO THAT: Dunkin' is accessible to everyone in any location

Strategic

• Dunkin’ Donuts is actively making changes to their brand and products. These changes not only better the consumer and the environment but helps set Dunkin’s aside from its competition.
• In the new year, Dunkin’ Donuts released that their donuts are not longer being made using colors from artificial sources (January 3rd, 2018).
• With Dunkin’ Donuts Serving Responsibility agreement, they are always looking for ways to make their company more environmentally friendly.  Today, 30% of  their packaging is made with recycled content; 35% is compostable; and 30% is biodegradable. Dunkin’s Brands sources 60% of their packaging from Sustainable Forestry Initiative (SFI) with hopes of changing that to 80% by the end of the year.
  
  SO THAT: Dunkin's customers will receive healthier and fresh options that are beneficial to the environment. Dunkin' is also showing support for their franchisee's and makes sure that the brand has their back.

Personal

• Dunkin’ Donuts has the The Joy in Childhood Foundation. “This foundation raises funds to support partnerships with children’s hospitals, food banks, and nonprofit organizations directly committed to serving sick and hungry kids."
• Dunkin’ is passionate about offering their guests delicious products they will enjoy, giving them plenty of menu options, and providing accurate nutrition information so they can make informed choices.
• From employees and franchises to the farmers who grow the coffee, Dunkin’ believes in treating everyone with respect and fairness
  
  SO THAT: Dunkin’ carries strong principles to cater honesty and respect toward their guests.