Case study marki dunkin donuts z amerykańskiego albumu superbrands


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Case study marki dunkin donuts z amerykańskiego albumu superbrands

  1. 1. is no easy feat. Producing coffee takes in the global marketplace, the Fair Trade model more steps than producing wine, and allows farmers to receive a fair price for their Dunkin’ Donuts’ coffee experts travel coffee bean crop. around the globe to ensure quality at each step. HISTORY Dunkin’ Donuts identified a new The history of Dunkin’ Donuts circles back nearly restaurant category called “Quick Quality.” 60 years when Bill Rosenberg founded the com- This represents a promise of fresh food fast pany in 1950 and opened the first store in Quincy, and a higher evolution of the standard quick- Massachusetts. Back then, Bill had a simple philos- service experience. Dunkin’ Donuts wanted to ophy: “Make and serve the freshest, most delicious make a more meaningful promise to deliver on coffee and donuts quickly and courteously in mod- the value proposition consumers expect, and then ern, well-merchandised stores.” That philosophy some: a promise to offer fresh food, fast, and to still holds true today and is the foundation that has offer more choices, served quickly, in a quality way. enabled Dunkin’ Donuts to grow to be the largest That means lots of innovative new products — served fresher and faster than ever before. Dunkin’ Donuts is well positioned for the future. Taken together, Dunkin’ Donuts’ entrepreneurial business model, its culture, and the strength of its brands and menu offerings promise a strong future of successful growth. Dunkin’ Donuts is well known by gen- erations and loved by a growing num- THE MARKET ber of customers around the world. In the competitive world of the coffee industry — and any industry for that matter — it’s crucial ACHIEVEMENTS for companies to have a clear understanding Dunkin’ Donuts is dedicated to pro- of what they do best, and where they can be the viding delicious food and beverages to best. Dunkin’ Donuts has defined its strategic its customers and goes to great lengths heartbeat as the everyday, easy coffee stop that to ensure only the finest ingredients inspires rituals that revive. In other words, are used in its recipes — including its Dunkin’ Donuts provides food and drink that’s espresso beverages. To that end, all fast, fresh, and affordable — for busy people, Dunkin’ Donuts espresso beans are leading busy lives. Fair Trade Certified. These days there is an incredible interest Dunkin’ Donuts was the first across the country in premium coffee. The aver- national brand to sell espresso bever- age consumer is now demanding what Dunkin’ ages made exclusively with Fair Trade Donuts has been providing for nearly 60 years. Certified coffee. Through Fair Trade, Dunkin’ Donuts’ standards for coffee excellence farmers and their families are earning are among the highest in the United States, which a better income for their hard work, allowing coffee and baked goods chain in the world. Dunkin’ them to hold onto their land, keep Donuts offers more than a dozen coffee beverages, their children in school, and invest in donuts, bagels, muffins, breakfast sandwiches, and the quality of their harvest. other baked goods. Currently, Dunkin’ Donuts has Using the most stringent standards more than 8,800 shops in 31 countries worldwide. in the coffee industry, Dunkin’ Donuts selects only the finest, high-quality THE PRODUCT beans to make its espresso blend. At Dunkin’ Donuts has been serving high-quality cof- the same time, Dunkin’ Donuts is fee for nearly 60 years. Today, Dunkin’ Donuts is working to aid the farmers who grow America’s largest retailer of coffee by the cup, serv- those beans. Small farmers in lesser- ing nearly 1 billion cups of brewed coffee each developed countries grow much of the year. Using only 100 percent Arabica coffee beans, world’s coffee. Without direct access Dunkin’ Donuts offers a milder roast coffee that is to international markets or the busi- milled specifically for the company and is recog- ness capacity necessary to compete nized by the industry as a superior grade of coffee. 36
  2. 2. In addition to serving “the best coffee in America™,” Dunkin’ Donuts has expanded its menu to include a wider range of snacks and on- the-go, delicious, quality products that appeal to an increasingly busy consumer market. This plat- form features products that move beyond the breakfast hour in an effort to keep time-strapped people fueled and ready to face the challenges of the day — morning, noon, and night. Most recently, Dunkin’ Donuts introduced the brand’s first menu of better-for-you options. Labeled with a distinctive new logo, DDSMART menu items include both new and existing Dunkin’ Donuts food and beverages that meet at least one of the following criteria: 25 percent fewer calories; 25 percent less sugar, fat, saturated fat, or sodium than comparable fare; and/or containing ingredi- ents that are nutritionally beneficial. A highlight of the DDSMART menu is Dunkin’ Donuts’ new Egg White Flatbread Sandwiches. Dunkin’ Donuts is the first national quick-service restau- beyond breakfast complements the store design. BRAND VALUES rant chain to introduce egg white sandwiches. The new menu is part of Dunkin’ brands’ efforts Dunkin’ Donuts customers are passionate about The DDSMART menu includes two varieties of to raise the bar on the quality and variety of foods their Dunkin’ Donuts experience, which for mil- this innovative item: Turkey Sausage (featuring available at Dunkin’ Donuts and to change expec- lions of customers is an everyday ritual. The com- turkey sausage, spinach, and reduced-fat moz- tations about what is possible in a quick-service pany conducted a study where customers were zarella cheese) and Veggie (featuring meal, whether in their restaurant asked to go without Dunkin’ Donuts coffee for peppers, onions, mushrooms, and or on the go. one week. The results showed that people felt life reduced-fat cheddar cheese). Both was harder, that their day lacked order sandwiches are under 300 calories, PROMOTION without Dunkin’ Donuts coffee, and with nine grams of fat or less, and Perhaps the most famous that competitors couldn’t fill the social are served on wholesome toasted of Dunkin’ Donuts adver- and emotional need they get from a multigrain flatbread. tising came in the form of daily visit to a Dunkin’ Donuts store. the character “Fred the People who work for Dunkin’ RECENT DEVELOPMENTS Baker.” Throughout the 1980s, “Fred the Donuts have a passion for what they To secure and sustain Dunkin’ Donuts’ leadership Baker” was synonymous with Dunkin’ do. And that’s because Dunkin’ Donuts position as America’s largest retailer of coffee- Donuts. The advertising campaign — located the passion of the company — by-the-cup, the company has continued its steady one of the most beloved ad campaigns in the strategic heartbeat — which is the and strategic expansion plan throughout the recent history — featured Michael Vale as thing that the company does best. For country. Dunkin’ Donuts recently opened restau- Fred — Dunkin Donuts’ devoted, sleepy-eyed example, Dunkin’ Donuts defined the strategic rants in Dallas, Las Vegas, and Phoenix, and doughnut maker who woke up each morning with heartbeat of the company as the everyday, easy announced plans to enter St. Louis, Kansas City, the mantra, “Time to make the donuts.” Fred coffee stop that, by serving the best-tasting cof- and Minneapolis. became a character who struck a chord with most fee, inspires rituals that revive. In 2005, Dunkin’ Donuts unveiled a new pro- Americans; he was a hard-working man dedi- totype restaurant. The design, reminiscent of cated to his job regardless of the time or the company roots that date back nearly 60 years, is weather. Fred the Baker was featured for 15 years THINGS YOU DIDN’T KNOW ABOUT coupled with contemporary features to give until he retired in 1997. DUNKIN’ DONUTS Dunkin’ Donuts a new, In 2006, Dunkin’ modernized appearance. Donuts unveiled a new H Dunkin’ Donuts is the number-one retailer of The new restaurant pro- advertising campaign that hot and iced coffee in America, selling 2.7 totype features advanced revolutionizes the brand’s million cups a day, and nearly 1 billion cups equipment to meet the position by focusing on a year. Dunkin’ Donuts is also the largest demands of today’s busy how Dunkin’ Donuts keeps coffee and baked-goods chain in the world customers seeking fast, fresh, affordable, high- busy Americans fueled and on the go. The cam- and sells more donuts, coffee, bagels, and quality food and beverage choices quicker and paign is a fun and often quirky celebration of muffins than any other quick-service restau- better than ever before, resulting in an improved life, showing Americans embracing their work, rant in America. overall in-store and drive-thru experience. A new, their play, and everything in between — accom- H On an average day, Dunkin’ Donuts sells innovative menu that moves Dunkin’ Donuts panied every step of the way by Dunkin’ Donuts. more than 30 cups of freshly brewed coffee The launch of “America Runs on each second. Dunkin’” marked the most significant H As part of the company’s commitment to repositioning effort in the company’s offering consumers more choices without 59-year history. The campaign comes to compromising quality, Dunkin’ Donuts has life through a set of interactive icons assembled a culinary dream team, a lineup that represent the campaign tagline, of skilled and honored chefs and are using “America Runs on Dunkin’.” The icons their talent and experience to create new help to drive the concept that Dunkin’ and innovative menu choices for customers. Donuts’ freshly made coffee and baked The Culinary Team’s mission is to provide goods energize Americans from all Dunkin’ Donuts’ customers with the best- walks of life so they can keep the coun- tasting, most creative menu items that are try running on their dedicated hard fast, fresh, and affordable. work and positive outlooks. 37