DD Product Strategy

“Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores. ” (William Rosenberg, 1950)

The philosophy above is the best inspiration which Mr. William Rosenberg, the founder of Dunkin’ Donuts, had given to simply use in the DD’s various product. Moreover, it still be hold in the commerce of DD nowadays although Mr. Rosenberg isn’t alive at this time. We continually adapt this philosophy with our products along with our services. In particular, DD is now the biggest chain in coffee and baked-foods in the world. This impressive signal shows that our brand doesn’t break to develop our brand to build our customer be happy.

 DD Product Lines
 

At the beginning of DD, we firstly served only a cup of coffee with a doughnut. The time leisurely passed as DD quickly formulate numerous products to compete with others and also to politely serve new tastes to our drinkers as well as our eaters. Therefore, the new lines of our products have a lot of flavors. For instant, baked bagel – be introduced in 1996, the year later – the breakfast sandwiches were also introduced and so on. Nowadays, DD has more than 1000 varieties of products.

These are 6 groups of our menu;
- Baked Goods ->> Donuts, Bagels, Muffins, Cookies, Danish pastry, Brownies, Cinnamon Twists and Bagel twist.
- Breakfast Sandwiches ->> Egg and cheese, Egg and cheese with ham, bacon or sausage, Supreme omelette, Ham and cheese, Hash browns
- Oven Toasted Items ->> Flatbread sandwiches
- Coffee ->> Bulk Coffee, Espresso, Cappuccino, Lattes, Iced Coffee
- Hot Beverages->> Hot chocolate, Tea, Vanilla Chai, White Hot Chocolate, Dunkaccino
- Cold beverages ->> Coolattas, Iced teas, Smoothies

 DD Logo

At last, there were different DD logos, and then we always thought of the logo which be significant and also influential the customer to remember our brand. Hence, we faithfully present our new logo to the business world. This new logo has both pink and orange font colors, nevertheless, the lovely cup is introduced first to make the customer easily memorize it. Now, this new special logo is disclosing around the world.

The Current Dunkin’ Donuts LOGO

The 60th anniversary LOGO

The original Dunkin’ Donuts LOGO
in Quincy, Massachusetts

 DD Target Group

In 2004, there was a study of Dunkin’ Donuts customer. According to this investigation, the DD customer is the people hardly make their diary by coffee. Hence, our brand is somewhat suitable with the people on-the-go, the people who take their life seriously, and have no time to make food by themselves as it will cause them more serious.

Surely, people who are our buyers normally like to drink and also be enjoyable to eat before they go on their day. Simply, our patron is the middle class around 18-45 years and has the income approximately $40,000-$100,000 annually.

 DD Positioning (Unique Selling Point)

Quick quality

Ordinarily human life whoever need to eat for being alive, in the same way, they can select the food by their own. Not only they choose the food, but they also think of their benefit as well. There’re many kind of food, furthermore, some food may be useless. Therefore, this appropriate time has inspired all of us as Dunkin’ Donuts must hand to our eater with much valuable food.

According to our products, coffee, baked foods, beverages etc, we willingly serve our audiences with the special meal. Unavoidably, they will be served with the quick time and also quick quality. If we couldn’t serve a cup of coffee within 18 minutes, we courteously brew it new with the fresh. In addition, we always realize with every ingredient by choosing the best quality for our participant.

In the current year, we confidently present our product with freshly ground, freshly brewed and freshly served. Hopefully, our drinker will appreciate us as your best food.

 Key Successful Factors related to the Product

The success of Dunkin’ Donuts – Interestingly, the man whose name is William Rosenberg could establish his dream be done, and still be popular in the doughnut circle as well. However, before this success, DD had been crushed by several disturbances. For instant, how to make the best product, what a significant factor that makes the customer impressive is, how to increase the number of branches, and so on. These issues cause the inspiration to our manager thinking the ways to make our brand have the success.

The regulations below are the influences which build DD up and also make the success to the company.

1.) Up-to-date equipment and technology – we very focus on these two things as the customer will rely our products depend on the equipment which be used to continually cook the best food to our customer. Moreover, we always modernize our store to be fashionable every time also.

2.) Be fastidious in culinary – before the time to serve, all of fresh foods must be dressed it up by the chef who have passed any contest and either be the winner or get any awards to be firm with our customer. Besides, our chefs also create any creative menu to serve the best flavor to our customer.
3.) Be sure to understand who our customer is – almost of customer is the loyal customer. Surely, we have to give them impressive to continually consume our doughnut a long time.
4.) Be unique – we have to consider how to differ with others. Our difference is whenever the customers drink our coffee or even eat our doughnut, they will have the energy to run in their duties all day. As for DD’s slogan “America runs on Dunkin”
5.) To see the customer as important – we become aware of the customer behavior or every comment because all of these comments cause DD be developed. In particular, we always stress the customer in the store as they must participate in the manager or our officers. Therefore, the benefits effect to our brand and also run on every time as much as we can.
6.) Always think long term – we surely comprehend our customer behavior and also concentrate to response their need as long as possible. Any feedback from the customer could influence to push DD runs on.

 Branding (What is a significant branding strategy?)

A significant branding strategy – Since 1950, DD continually runs our brand on, furthermore, we always improve our store be familiar with nowadays. As Dunkin’ Donuts is the global brand which serve the special menu to the customer with fresh and also extremely guarantee the quality to the consumer.

Our product is well-known especially fresh quality, this guarantee have caused the customer be loyalty with our brand. As for the real situation in nowadays, almost customer is the businessman who begins their day with our coffee, therefore, our one significance is quickness because we understand the customer well, no one wants to wait for a long time. Therefore, we always focus on the time within 18 minutes then our product will be served to the customer quickly and softly. Nevertheless, we usually oversee to create the new menu, this cause influences the customer be interested in our beneficial product lines. Not only the new creation but the modern technology can effects to the customer know our product well and also rely with DD brand.

All in all, our loyalty customer believes with our brand standing then it could influence the brand be credible. Nowadays, Dunkin Donuts has approximately 8,800 stores around the world. However, we always run us on every time, as for our slogan American runs on Dunkin (2007).

“While coffee and donuts are core to our business, neither stands alone” (Ken Kimmel)