Does America run on “Dunkin’ Donuts”?


Share on LinkedIn

I'm thinking that in this case they should have just gone with the singularBrands Keys Customer Loyalty Engagement Index sets Dunkin’ Donuts as number one in customer loyalty for the coffee category. Second only to oil production, coffee is the largest commodity sold. The coffee category included ratings on consumer preferences, the consistency of meeting customer expectations for taste, quality, service, and brand value. This is the sixth year in a row the quick food coffee shop has been recognized with the award.

Dunkin’ Donuts has more than 7,000 restaurants in the United States and District of Columbia and another 10,000 restaurants in 33 countries. Their products are also sold in grocery stores and other specialty shops thus giving them a much broader shot at international brand recognition through a larger variety of different venues.

So what makes “Ameica Runs on Dunkin'” so popular? Most Dunkin’ Donuts are franchises, and their core values include honesty, transparency, humility, integrity, respect, fairness, and responsibility. Franchise applicants are required to have liquid assets of $250k and a net worth of $500k. Experts in the field provide extensive learning and training opportunities. Much of the organization’s success has been attributed to the dedication of the franchises and their ability to create an outstanding customer experience.

Perhaps the hardest part of meeting customer expectations however, lies with brand value and delivering the product to customers to make them happy. Actually the superior guest experience happens when customer expectations are exceeded. The company’s Dunkin’ Donuts Perk and Rewards program translates into free beverages as well as emails informing customers of the latest news, special offers and new store openings. Every year a participant receives a free medium beverage on their birthday. People remember – and couple the marketing with fast service, a smile from the person behind the counter, and 100 percent Arabica coffee beans, a recipe for success seems to have been achieved.

You may be a loyal fan of Starbucks where customers contemplate a more comfortable setting, a wider array of coffees, frappucinos and smoothies, having an employee inscribe your name on the cup and that small convenient table for sugar and spice – but “America Runs on Dunkin’ ” is less expensive and still makes the consumer feel as if they are appreciated.

In a company that serves more than one billion cups of hot coffee and iced tea annually, clever marketing has made people feel more engaged. The company’s green policy began in 2008 when the first green store opened in St. Petersburg, Florida, and on January 20, the second green store opened in St. Petersburg using eco-friendly LED lighting, recycled water for landscaping, coffee grounds for area farmer composting and even an electric car charging station.

The company supports veterans and donates coffee to the USO and provides grants for the welfare of the hungry.

When Nigel Travis, president and CEO of the organization was asked how he saw his company’s menu evolving in the next ten years he replied:

“I think we’ll be selling a lot of doughnuts. I think we’ll be stronger in our beverages, because that’s continued to grow steadily over time. We’ll continue to test things. We have more ideas than we can cope with.”

photo credit: craigemorsels

Republished with author's permission from original post.

Cheryl Hanna
Service Untitled
Cheryl Hanna is a successful real estate sales person in Florida and has used her customer service knowledge and experience to set her apart and gain a competitive edge in a very difficult market. Cheryl has been writing professionally since 1999 and writes for several blogs and online publications


  1. Hi Cheryl,

    I enjoyed the article. As a resident of New England (DD is based in Canton, MA), I’ve had Dunkin Donuts stores right around the corner for as long as I can remember, and it’s been interesting to watch them grow over the years.

    You’re right – like Starbuck’s, they do treat their customers with respect. And like Starbucks, they do serve consistently good coffee. But I think Dunkin Donuts has done a superior job of combining coffee with convenience, and that’s become their Blue Ocean.

    For customers like my wife and I (and our son, daughter and all their teenage and twenty-something friends), who crave consistently good coffee, and instead of the leather chairs and the wide choice of flavors, prefer a quick and convenient drive-through experience (with friendly cashiers!), Dunkin Donuts has defined our niche, and they deliver it extremely well.

    Thank you for sharing some of the inner workings and philosophies of DD, that I hadn’t read before.

    Best regards,
    Jim Watson


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here