Dunkin’ Donuts is a major American donut and coffeehouse brand from Boston, Massachusetts. The company, which was founded in 1950, has a massive international reach with 11,000 establishments in 33 countries. What started out as a small home-run business soon went on to become one of the world’s largest doughnut and coffee companies.
Dunkin’ Donuts is such a powerful chain that it is in direct competition with the likes of Starbucks and Krispy Kreme Doughnuts. It serves delicious hot and cold drinks in a range of season-inspired flavours, breakfast sandwiches and of course, a wide variety of donut flavours.
But what is it about Dunkin’ Donuts that makes it so appealing and popular? Read on to find out…
It’s relatable
What’s appealing about Dunkin’ Donuts is that this establishment is a place that anyone from any walk of life can visit, from families with kids to teenagers on their way back from school. Unlike Starbucks, which aims to appeal to those wearing a suit and tie, Dunkin’ Donuts’ aim is to appeal to a broad middle-class population with its tagline ‘America Runs on Dunkin’.’ This enables people to walk through its doors with confidence, knowing full well that they will be welcomed with open arms.
If you have a wide target market, be sure that every step you take in your marketing is geared towards them. Otherwise, you run the risk of cutting them out of your marketing and losing them to the competition.
It’s affordable
Coffee has become much more than a commodity, it has become a fashionable way of life for many people and as such, the cost of a cup of coffee from a gourmet coffee shop is around $5. What’s appealing about Dunkin’ Donuts is that their prices have remained extremely competitive over the years, despite (or as a result of?) the level of success the brand has achieved in recent years. Yes, their prices have risen according to the cost of beans, but they still remain far more affordable than a cup of Starbucks.
Lesson learned? Focus on quality and price your goods or services accordingly. If there is a lot of competition, think carefully about your price bracket if you want to maintain brand loyalty.
It’s adventurous...
Dunkin’ Donuts has a massive social media following, with more than 600,000 people tuning into their activities on Instagram. The page is fun, fully responsive and mouth-watering in its appeal. This has truly elevated the brand and enabled it to connect with a brand new segment of its fan base.
Don’t be afraid to embrace social media. Be social with your followers in a fun, interesting and exciting way to appeal to appeal to a broader target market.
...Yet simple
Although Dunkin' Donuts has a wide selection of items on offer on its menu, at the end of the day this is a simple brand that sticks to the classics, meaning that it can easily get the right order to the right customer in the right amount of time. This, and all of the above-mentioned factors are what keep satisfied customers returning back to the brand time and time again.
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