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Background
Founded in 1950, Dunkin Donuts has seen better times. On the decline, DD has lost business and market share to industry giant Starbucks and other national competitors, not to mention the independently owned and operated shops. People go to those places for their caffeine fix to start their day and baked goods. As DD carries the same items at a lower price, they are seen as being second rate. Just recently, DD launched a campaign targeting this (mis)perception with a competitive, blind, taste-test against Starbucks. It claims DD the winner, having the better tasting coffee.
Over 60% of Dunkin’s business is coffee, serving 1 Billion cups annually. The coffee sales business is on the rise, everywhere, with QSRs such as McDonald’s more competitive than ever in the breakfast category.
Target Audience
People who view coffee as a necessity, not a retail experience. The unpretentious, regular, everyday folks who keep America running. The middle class and working class people who are value focused, e.g.(i.e.) $0.99 Lattes are their core while competitors charge a full $1 more, plus.
More specifically, fast food customers age 18-54, though male dominant, there is a significant number of women in this group as well. Out of convenience our audience is forced to visit QSR, but are willing to drive out of their way for a better tasting and healthier alternative. With obesity in America on the rise, people are looking for ways to eat fast and healthy throughout the day; any time of day freshness is key to making DD something to look forward to.
Competitive Set
Coffee is a part of our day, of our life, plain and simple. People tend to have two motivations for visiting the coffee shops they do, convenience of location and/or loyalty. We drop the later. In the short term, we are not going to convert the advocates for the indie shops, but we have a good chance at pulling from the Starbucks stable and turning the heads of people that frequent QSR establishments by focusing on “snack” times all through the day.
Brand Positioning
Dunkin Donuts delivers quality coffee and foods to help people get on with their day.
Our audience cares about two things:
1) Great tasting, quality fast food and coffee
2) Speedy, efficient service
Executional Strategy
People know DD as no nonsense “fuel to start their day” but we align Dunkin to “recharge times” of day—”snack times.” A “game of life,” slice of life reality pull from our everyday activities, picking up the kids/walk the dog/get to work/school, etc., should emphasize DD as an enabler to allow you to “get on with your day” and introduce product variety.
TONE
Satirical, humorous, matter of fact.
SUPPORT NOTES:
Existing Tagline: America Runs on Dunkin Donuts.
