Dunkin…One Hot Brand

Dunkin

Some time when I was around 5 or 6 years old my grandmother let me try my first sip of coffee.  She brewed it in a small tin percolator on the stove and I remember how the aroma of the coffee filled the house.  She put a touch of cream in a small cup, slid it across the table, and wa-la…a coffee enthusiast was born!

Dunkin has been my go-to brand for as long as I can remember.  It’s where I go to think, sometimes to work, sometimes to write, and other times to hang out.  It’s a special place I go to with my dad when we’re together, to chat and spend time with one another.  Dunkin has become a comfortable part of my life.  How did they do it?

The Marketing team at Dunkin works overtime to stay connected with their customer.  From determining new menu items, to the appropriate temperature at which they serve their coffee, Dunkin stays close to their customers thoughts.

By delivering on their brand promise every day, Dunkin has created a trusted brand that represents consistency, dependability, and commitment.  “YOUR COFFEE JUST RIGHT, EVERY TIME.” That’s a commitment.

The Dunkin I frequent in Jamison, PA is staffed by an incredibly friendly team of service professionals.  While some would argue that qwik-serve establishments are far from employing service professionals I’d argue against that position every day of the week when it comes to Dunkin.  Traveling more than 100,000 domestic miles every year since 1997, I can confidently say I’ve been in hundreds of Dunkin locations across the country.  My coffee, and the experience by which it was delivered, keeps me coming back.

Typical elements that are included in measuring a customers experience with a brand seem to have been mastered by Dunkin.  Clean stores, hot coffee, comfortable gathering spaces, WiFi, quick and friendly service, a killer app that rewards you for your business, well lit stores at any hour of the day, and great presentation of their baked goods are all things that have helped create a dominant Dunkin brand.

When you look at your brand, do you know what your customers judge you on?  What are the elements surrounding their experience with your company that you need to pay attention to?  Do you know?  If not, it is probably time you engage in some deep buyer journey work to better understand what your buyer goes through in order to arrive at their buying decision.  Rest assured Dunkin has.

Operating nearly half the number of stores as Starbucks, its largest competitor, Dunkin still controls 24% of the coffee market compared to Starbucks 36%. Dunkin reports selling nearly 2 billion cups of coffee each year.  Starbucks has elected to not disclose their number.

Dunkin’s growth will no doubt continue providing they keep their eye on their brand promise.  Assuming they do, I can guarantee them I’ll be returning every day for my medium hot coffee with cream.  Keep on runnin Dunkin!

DunkinJoe

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