Coffee, Coffee, Coffee: Dunkin'

Coffee, Coffee, Coffee: Dunkin'

How Technology has changed the way Dunkin' Communicates.

     Dunkin' used to be located in a perfect triangle connecting my apartment complex and college campus. This made for the perfect stop for a pick-me-up between classes, a quick bite to eat, and a meeting or two (utilizing their free WiFi). Dunkin' Donuts used to be branded a quick service location for delicious coffee on the go. Now, Dunkin' created a space that is welcoming and encouraging for people to enjoy their coffee.

    Even for guests that are still on-the-go, digital technology has increased communication and guest satisfaction. One example is through their investment in new audio equipment. Through utilizing these new devices, Dunkin' is giving their customers an experience with increased audio quality, enabling guests to have clearer audio and better communication at the drive thru (Alkon, 2016). 

    Another digital tool that Dunkin' is using to curate relationships is their mobile app and royalty programs. They introduced their mobile app in 2014, allowing users to find their closest location, look up nutritional information, and order directly from their phones (Jones, 2014). Through launching the mobile app, DD Perks was introduced. This reward program gained consumer loyalty as Dunkin' had an outlet to send consumers promotional announcements, like free birthday beverages, directly to their mobile devices.

    Employees need to undergo training to keep up with the digital technology changes. This training includes knowing how to utilize the new mobile app and audio systems, on top of knowing how to make coffee. Digital technology being introduced into the world of coffee is requiring the baristas to know more than how make a cup of joe. Everyone is now on the digital landscape, and employees are now responsible of upkeep of the brand. Especially as a large corporation transitions into a rebrand, employees must complete new training as to how this effects their roles.

    Through embracing new digital technology, Dunkin' Donuts made the decision to rebrand their image. Dunkin' Donuts dropped Donuts from its name, keeping their brand short, quick, and to the point (Wiltshire, 2018). 

“Our new name is simpler, shorter and more modern, while still embracing our rich heritage by retaining the familiar pink and orange colors and iconic font that were introduced in 1973. It also speaks to the breadth of our product offerings.”  -- Tony Weisman, CMO of Dunkin'

(Dunkin, 2018)

Through rebranding, Dunkin' was able to explore new digital trends and incorporate these digital strategies onto their social media (Wiltshire, 2018). They embraced their social media as a tool for communication and connection with their audience. 

    Dunkin's social media strategy includes using vibrant images-- making good use of their brand colors. The bright pink with orange creates a bold color combination that grabs the attention of the audience. They focus on product images and consumer shout-outs, connecting and engaging with their audience. Personally, I love that they have embraced the fall season and created a highlight for pumpkin-- a must-have for this chilly time. With 2.1 million followers, Dunkin' is able to create messages and spread them to an audience willing to engage and they continue to create that relationship. That is what social media is all about: connecting. 

References:

 Alkon, C. (2016). Technology Keeps Improving Dunkin’ Operations. Dunkin’ Donuts Independent Franchise Owners. Retrieved from: https://ddifo.org/technology-keeps-improving-dunkin-operations/ 

Dunkin'. (2020). @dunkin. Instagram. 

Dunkin'. (2018). Examples of Dunkin' Branding. Dunkin' Newsroom. Retrieved from: https://news.dunkindonuts.com/news/releases-20180925

Jones, A. (2014). How Dunkin Donuts is Embracing Technology. Market Realist. Retrieved from: https://marketrealist.com/2015/04/dunkin-donuts-embracing-technology/ 

Wiltshire, E. (2018). Dunkin’: A Rebranding for the Digital Age. Social Media Today. Retrieved from: https://www.socialmediatoday.com/news/dunkin-a-rebranding-for-the-digital-age/539844/