Dunkin’ Donuts’ Customer Loyalty and Market Research

Subject: Case Studies
Pages: 2
Words: 561
Reading time:
2 min
Study level: Bachelor

Dunkin’ Donuts has been a favorite destination for a quick coffee and doughnut breakfast for more than 60 years. In several ways, it is emblematic of the modern American culture, having become a subject of many anecdotes and social media pictures. This essay briefly addresses some of the key aspects related to the brand: its customer loyalty, the role that marketing research plays in the franchise and the factors it is considering before opening a new one.

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Customer loyalty aids in the enhancement of a company’s brand image and revenue, ensuring that the brand gets picked over its close substitutes. Customers are more inclined to share great experiences if the brand has previously earned their trust. When it comes to customers, they strive to provide high-quality items at competitive pricing while also doing all possible to increase brand loyalty. As of 2021, it was named America’s first brand for customer loyalty for 15 years in a row, demonstrating an amazingly effective marketing strategy (“Dunkin’ Once Again Named #1 Brand For Customer Loyalty”). The company is banking on its strengths, many of which are typical for a well-operated fast food chain: predictability, consistency, affordability, and the power of habit.

With the growing popularity of coffee, a slew of new rivals have entered the morning industry. As a result, the corporation employs a lot of marketing to make its brand stand out. The four Ps of marketing are used by Dunkin’ Donuts: product, pricing, location, and promotion. DD creates and samples new items on a regular basis in order to better understand what customers desire. According to customer feedback, the corporation should begin selling seasonal mixes such as pumpkin coffee. Another proper and sensible approach to be a successful business is to have a drive-thru location, and DD, of course, has drive-thru outlets that consumers can visit at any time of day. Dunkin’ Donuts uses a wide range of marketing techniques, including social media and market research, to promote and maintain its brand.

The appropriate location for a new shop is one path to success for DD. To ensure that its stores are in handy locations, the corporation researches where people live, work, play, and go to school. Dunkin’ Donuts attempts to locate locations on the right side of the road so that consumers may conveniently stop by on their route somewhere else. Drive-thru is also included in response to the second question. As a franchise, DD is represented by each of its outlets and is looking for locations that would be easy to monitor and observe, at least at the beginning. Finally, proximity or otherwise relative positioning of the competitors (coffee shops, fast food cake shops, etc.) is also a factor in estimating the future profitability of the location.

In conclusion, Dunkin Donuts seems like a company that perfectly exploits the strengths of the business franchise model. It targets the mass market for coffee on the go and breakfast foods and has remained remarkably successful in this area for over a decade. Furthermore, the brand manages to continuously stay relevant, appearing in TV segments or in pop culture in general. Its managers are well adjusted to the state of the market and its most recent trends, introducing new flavor combinations and special promotions when appropriate. Overall, Dunkin Donuts can be named America’s top donut brand, despite relatively strong competition for the title.

Work Cited

“Dunkin’ Once Again Named #1 Brand For Customer Loyalty”. Dunkin’, 2021, Web.