Dunkin Donuts

Location

The Dunkin Donuts store we visited is located in Tempe, AZ. This is the first store in the US where they are working with a self service system. The store we visited was very good to reach with public transportation, by car and by foot.

Target group

The target group that Dunkin Donuts wants to reach is basically everyone, but with this self service system they are aiming at the working people. They can grab a cup of coffee their selves, make their order at the counter, pay for it and get off to work.

Formula of the company

Like we said before is this establishment of Dunkin Donuts a self-service store. The formula that they use is quick consuming of the different kinds of coffee and donuts.

Unique Selling Point

The Unique Selling Point of this Dunkin Donuts is the self service system. For their customers it makes it easier and faster.

Marketing Mix

Place

In the US there are 6395 Dunkin Donuts stores over 34 states. In the rest of the world there are 2440 Dunkin Donuts stores over 31 different countries. You can find the Dunkin Donuts stores mostly at

A-locations. This means that they are located at airports, train stations and shopping malls.

Promotion

The slogan of Dunkin Donuts is “America runs on Dunkin”. It explains that no American can live without a cup of coffee and a donut from Dunkin Donuts. The restaurants of Dunkin Donuts are easily recognizable by their colors, pink and orange. The colors come back in everything: in the store, their signs, the website and promotion campaigns

Product

The core products of Dunkin Donuts are the many different types of coffee and donuts. Besides that they also make bagels and sandwiches. Dunkin Donuts has over 50 different types of donuts, all with different flavors. Not every Dunkin Donuts store has all the 50 flavors because of the size of these stores. Most of them are not that big.

Price
The price of the donuts and the coffee are not all the same because of the many choices the customers have. For a donut you pay about 1.5 dollars and for a large cup of coffee you pay about 3.5 dollars. Comparing these prices with their competitor Starbucks, Dunkin Donuts is not that expensive.

People

The people who work at Dunkin Donuts store we visited were very friendly and helpful. They were around the age of 30.

5. The Branded Customer Experience

Society is going faster, and so are the people. They are busy with work, family and their social contacts. If they want something to eat or to drink, they don’t want to wait for a long time. Dunkin Donuts knows this en makes sure the customers don’t have to wait that long for their breakfast or their lunch.

6. Conclusion

The concept of Dunkin Donuts is a successful one. They offer fair products with a high quality standard. A Dunkin Donuts store we visited serves about 500 people a day giving them freshly made donuts and brewed coffee. Dunkin Donuts is known for his donuts and the bright colors which they use in all their promotion campaigns.

Will it work in The Netherlands?

In The Netherlands there were 5 Dunkin Donuts stores but they are all closed. They didn’t use the self service system. We think that if Dunkin Donuts comes back to the Netherlands introducing the self service system, that the concept of Dunkin Donuts could work. The trend that everything is going faster and that people are more in a hurry is also notable in the Netherlands. As we said people don’t want to stand in long queues but they want their breakfast or lunch as fast as possible.

7. Used sources.

- The internet www.dunkindonuts.com

- The internet www.wikipedia.org

- The interview with an employee of the Dunkin Donuts