Personality Trait: Dunkin’ Consumer
Dunkin’, formerly known as “Dunkin’ Donuts”, has become one of America’s number one coffee shops with 8,500 franchised locations in 41 states across the U.S. The company started in Quincy, Massachusetts in 1950 when Bill Rosenberg opened up the first Dunkin’ Donuts shop with the intention to make the “freshest, most delicious coffee and doughnuts quickly and courteously in modern, well-merchandised stores.” Dunkin’ has done just that and has become a global franchise with a global following especially in the past several years when the company announced its plan to rebrand in 2018.
Dunkin’s eye-catching, iconic pink and orange logo and color scheme allow it to stand out amongst more subtle companies like Starbucks, Peet’s Coffee & Tea, and Caribou Coffee thus giving it a fun, modern feel. The brand gives off creative and energetic vibes that translates through its reliably delicious and fun drink and food menus. On top of its spunky aesthetic, Dunkin’ is accessible to a vast majority of people due to its relatively inexpensively priced products that can accommodate many dietary needs. For example, Dunkin’ offers a wide range of dairy substitutes like oatmilk (Dunkin’s latest release), almondmilk, and soymilk as well as multiple sugar-free sweeteners and unsweetened flavor pumps so everyone can enjoy a delicious cup of joe at any time during the day!
It is because of its accessibility and its exciting atmosphere that Dunkin’ has attracted such a strong following, especially with Millennials and Gen Zers who even joke about loving Dunkin’ being a “personality trait” for some. TikToker Charli D’Amelio is one of these “Dunkin’ personalities” and has raved about Dunkin’ so much on her social media platforms, especially Twitter and TikTok, that she has scored a brand deal with Dunkin’ and even has a signature drink named after on the menu called “The Charli.” Charli has 87 MILLION followers on popular social media app, TikTok, which makes her the most followed account on the platform. By partnering with Charli, Dunkin’ is able to further tap into a younger audience and increase its sales.
Dunkin’ may be attracting customers through influencers and partnerships with other major companies like Baskin Robbins and Madison Square Garden, but they are retaining them through “DD Perks” and their user friendly mobile app. DD Perks is an attainable and beneficial rewards program that incentivises people to buy from dunkin because with each purchase you earn points and those points accumulate quickly and can be redeemed for free beverages, doughnuts, or snack items on their menu. Their easy to navigate app allows users to find Dunkin’ shops near them (and add their favorite ones to an easy access list) and place their order ahead of time so they can skip the line to pick up their order. This has been great for maintaining customers during the COVID-19 pandemic when most people do not want to wait in line around other people for fear of contracting the virus.
Thanks to DD Perks and the Dunkin’ app, Millennials and Gen Zers across the globe can rest assured that their beloved coffee brand can still be an every day part of their lives!
