Dunkin' Donuts is reviewing its U.S. creative business, potentially ending a long relationship with Hill Holliday by the end of Q1 2018. Founded in 1950, Dunkin' has grown to be a major coffee and baked goods chain with over 12,000 locations worldwide. The company continues to innovate its product offerings and marketing strategies, focusing on digital engagement with its millennial audience.

1. N E W B U S I N E S S P I T C H B R I E F
JANUARY 2018

2. T H E D A T A
Dunkin' Donuts has put its U.S. creative business up for
review and aims to complete the process by the end of the
first quarter of 2018.
The review begins this month and could mean that Dunkin'
will no longer run on Hill Holliday, which has handled creative
for the brand since April 1998 and introduced the tagline
"America Runs on Dunkin'" in 2006. Media, which has also
been under Hill Holliday since 1998, will not be affected by
this review.
Hill Holliday was invited to participate in the invitation-only
review, which is focused on national creative services,
Dunkin' Donuts said. Interpublic Group of Cos' Hill Holliday
deferred comment to Dunkin' Donuts. The longtime Dunkin'
Donuts agency will compete in the review, according to
people with knowledge of the matter.
Y O U N E E D
T O W I N
T H I S P I T C H
Dunkin’ Donuts starts
Creative Review
Creative
Global
December 4, 2017

3. C O M P A N Y B A C K G R O U N D
C L I E N T P R O F I L E / M A R K E T
Dunkin' Donuts is an American global donut company and
coffeehouse based in Canton, Massachusetts, in Greater Boston.
It was founded in 1950 by William Rosenberg in Quincy,
Massachusetts. Since its founding, the company has grown to
become one of the largest coffee and baked goods chains in the
world, with more than 12,000 restaurants in 36 countries. The
chain's products include donuts, bagels, other baked goods, and a
wide variety of hot and iced beverages.
As of 2014, Dunkin' Donuts is owned by Dunkin' Brands Inc., which
also owns Baskin-Robbins and previously owned the Togo's chain.
F I N A N C I A L O V E R V I E W
2016 Sales (mil)
2016 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
829,000
11,163
-
-
-
-
D E C I S I O N M A R K E R S by M A I N C O M P E T I T O R S
tony.weisman@dunkinbrands.comChief Marketing
Officer
Ms. Tony Weisman
elleen.cawley@dunkinbrands.comDigital Marketing and
Innovation
Ms. Elleen Cawley

4. TOTAL
QSR SALES
I N D U S T R Y O V E R V I E W
$ 282
TOTAL CAGR
QSR DAYPART VISITS
TOTAL CAGR QSR
MORNING MEAL
DAYPART VISITS
+1% +2%BILLION
Dunkin’ Donuts brand competes in the QSR segment categories and subcategories that include
coffee, donuts, muffins, bagels, and breakfast sandwiches
Source: NPD Group

5. O U T - O F - H O M E C O F F E E M A R K E T
T O T A L
C O F F E E
S E R V I N G S
C A G R
4 % R E S T A U R A N T S
S E R V I N G S O F
C O F F E E I N 2 0 1 6
+ 8
B I L L I O N
A T T R I B U T A B L E T O
Q S R S E G M E N T
8 6 %
O F S A L E S A R E
G E N E R A T E D B Y
T H E T O P 5
O P E R A T O R S
7 0 %

6. C O F F E E C O N S U M E R S
4 6 %
O F C O F F E E I S
C O N S U M E D
O U T - O F - H O M E
2 . 9 7
A V E R A G E C U P S O F
C O F F E E D R U N K
D A I L Y B Y
S P E C I A L I T Y C O F F E E
C O N S U M E R S
( 2.24 i n 2 0 1 1 )
5 9 %
O F C O F F E E
C O N S U M E D I S
S P E C I A L I T Y
3 0 %
U N D E R 3 5 A R E
M O R E L I K E L Y T O
D R I N K C O F F E E I N
A C A F E’ / D O N U T
S H O P

7. B R E A K F A S T C O N S U M P T I O N
5% 17%
30% 48%
GROWTH IN CONSUMPTION OF
BREAKFAST THROUGH 2019
BREAKFAST ARE CONSUMED
ON THE GO
AMERICANS EATING 17% MORE
MORNING SNACKS VS. 2010
CONSUMERS AGREE THAT GOING OUT
FOR BREAKFAST/BRUNCH IS AN
OPPORTUNITY TO INDULGE

8. D U N K I N ‘ D O N U T S
TOTAL SYSTEMWIDE
SALES 2016
$ 528,889
MILLION
SYSTEMWIDE
SALES GROWTH
6.6%
DUNKIN’ DONUTS
POINTS OF DISTRIBUTION
IN U.S.
8,928
DUNKIN’ DONUTS
INTERNATIONAL
POINTS OF DISTRIBUTION
3,430

9. A B E V E R A G E - L E D / O N - T H E - G O B R A N D
S I X - P A R T G R O W T H P L A N
COFFEE
CULTURE
PRODUCT
INNOVATION
TARGETED
VALUE SMART
PRICING
LEADING
IN DIGITAL
RESTAURANT
EXPERIENCE
DRIVING
PACKAGED
GOODS AND
CHANNELS
TOTAL ICED / HOT COFFEE
SERVED IN 2016+ 1.7 b
SYSTEMWIDE SALES COMING
FROM COFFEE / BEVERAGES58 %

10. C O F F E E C U L T U R E
DUNKIN’ DONUTS LAUNCHED ITS
COLD BREW COFFEE IN 2016
Espresso-based beverages, are our greatest
growth opportunity. We continue to be a market
leader in iced coffee, and we further
strengthened this position with the launch of
Cold Brew in 2016.

11. C P G s A N D N E W C H A N N E L S
In 2016, DD announced the launch of
a line of branded ready-to-drink iced
coffee beverages in the U.S.
The ready-to-drink bottled iced coffee,
which is being manufactured,
distributed and sold by The Coca-Cola
Company along with its bottling
partners, began arriving in January
2017 in grocery chains, gas, drug and
convenience stores, and Dunkin’
Donuts restaurants nationally.
Expecting to deliver
nearly 2.6 billion
cups of coffee
through the sale of
Dunkin’ K-Cups,
bagged coffee, and
ready-to-drink
bottled iced coffee

12. G R O W I N G D I G I T A L
As of last year, DD also launched On-the-Go ordering
nationally. On-the-Go is an offering reserved for our DD Perks
members and enables them to order ahead and speed past
the line in-store.
$ 1b + 50% + 70%
SYSTEMWIDE
SALES USING
A DD CARD
ORDERS
ON MOBILE
MOBILE
PAYMENTS
YoY

13. T O P C A M P A I G N A N D B U D G E T
for National Donut Day 2017, Dunkin Donuts nailed a
digital-heavy campaign across multiple platforms.
Users could have sent the word “donut” to Zo on Facebook’s
or Kik’s messaging platforms to find out which of Dunkin’s
classic donuts bests fits the user’s personality.
Snapchat users turned themselves into a donut with a
special brand Lens.
Kik users leveraged real-time video stickers where Dunkin'
fans virtually 'ate' donuts mid-call or signal a stream of
sprinkles to be 'fed' straight into their mouth.
SNAPCHAT KIK ZO.AIBUDGET
$ 150
MILLION

14. P S Y C H O G R A P H I C S
F E M A L E
6 4 . 1 %
4 5 - 5 4 Y E A R S O L D
2 3 . 7 %
L I V I N G I N T H E
N O R T H E A S T R E G I O N
3 6 . 5 %
T O P
F O O D
L O V E R S
M O N E Y
S A V E R S
B E A U T Y &
W E L L N E S S A W A R E
S E E T H E F U L L P R O F I L E
D U N K I N D O N U T S ‘ A U D I E N C E

15. M I L L E N N I A L
Millennial consumers
interacting with
breakfast food brands
on social media and
agreeing with the
attitude statement
“breakfast is more
important than lunch
or dinner”.
B E A U T Y & W E L L N E S S A W A R E
3 . 7 x
F A S H I O N L O V E R S
2 . 9 x
E N T E R T A I N M E N T J U N K I E S
2 . 5 x
B R E A K F A S T L O V E R S
F O O D L O V E R S
4 . 1 x

16. M I L L E N N I A L
B R E A K F A S T
L O V E R S
DEMOGRAPHICS
G E T F U L L I N S I G H T S
U. S. S T A T E M A P
3 7 %
S I N G L E
6 1 %
W I T H C H I L D R E N
8 9 %
L I V I N G I N
U R B A N A R E A S
FEMALE
73.6%

17. DRUNK ICED COFFEE IN
THE LAST 6 MONTHS
G E T F U L L P R O F I L E
M I L L E N N I A L
B R E A K F A S T
L O V E R S
FOOD
T O P B R E A K F A S T G E N R E S
FROZEN PANCAKES /
FRENCH TOAST
INSTANT
BREAKFAST
T O P B R E A K F A S T
P R O D U C T
S H O P P I N G B E H A V I O R
I like to try new drinks
“I am the first one among my
friends to try new food products”
Swayed by coupons2.6x
2.4x
2.3x
1 5 %

18. G E T F U L L P R O F I L E
M I L L E N N I A L
B R E A K F A S T
L O V E R S
MOBILE FIRST
FOOD & DRINK
1 . 6 x
HEALTH & FITNESS
1 . 6 x
T O P A P P G E N R E S
M O B I L E
A P P H A P P Y
“I like to receive coupons on my
phone based on my location”
“I think of my phone as a
source of entertainment”1.7x 1.6x
1.9 x

19. G E T F U L L I N S I G H T S
HOT MOMS CLUB
E! NEWS
SCARY MOMMY
INSIDER FOOD
COSMOPOLITAN
4.24 x
4.33 x
4.54 x
4.64 x
4.66 x
M O S T E N G A G I N G M E D I A
M I L L E N N I A L
B R E A K F A S T
L O V E R S
ENTERTAINMENT
REALITY SHOWS
1 . 2 x
FAMILY ORIENTED
SHOWS
1 . 8 x
T O P T V C O N T E N T T Y P E
M O S T E N G A G I N G
O N L I N E C E L E B RI T Y
A L O N Z O L E R O N E
4 . 3 x

20. I N S I G H T S
S U I T E
C O N S U M E R
Discover Dunkin’ Donuts Target Consumer
on Cubeyou Consumer Insights Suite
T R Y N O W F O R F R E E