A Guide by Lori Sanchez, Destiny Downs, and Jorge Amezquita

Mission Statement “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores,”

William Rosenberg

To be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment, that insures the highest level of quality product and best value for money.

We provide our guest, the elegant service and unforgettable experience to meet their expectations in every single visit.

Vision Statement To be always the desired place for great coffee beverages and delicious complementary donuts & bakery products to enjoy with family and friends.

Goals -Nutritutin

-Sustain an alternative cup to the current foam cup

- Cage Free Eggs

-Grow Social Media

History of Dunkin Donuts

1950

The restaurant was given the name “Dunkin

Donuts”

1948

William Rosenberg opened Open Kettle in

Quincy, Massachusetts

1955

Rosenberg started selling franchises

1963

The 100th location opens, Rosenberg’s son

Robert becomes CEO

1990

Allied Lyons purchased Dunkin' Donuts

1965

Globalization begins; the first location opens

outside of the U.S.

1998

the brand had grown to 2,500 locations

worldwide with $2 billion in annual sales

2006

Dunkin’ Donuts begins to use the slogan “America Runs On

Dunkin’”

2017

Today there are over 11,000 locations

worldwide and offers over 1,000 menu items

2012

DUNKIN’ mobile app is created

Dunkin Donuts Target Market● Students: Age 18-25, always on the go

● Workers: Age 25+, Work 70+ hours a week● Youth: Age 5-18

● Families: broad category, multiple members

Competitive Analysis● Competing with other coffee distributors and quick service restaurants

● Current Stock price: $59.57● In 2013 Dunkin had the #1 share in coffee and other items.

● 1.7 billion annual coffee servings

Marketing MixSocial Marketer

Price● Competitive pricing

● Buy in bulk

Product● Large selection of high quality products

● New Menus

Marketing MixContinued

Place● Presence in more than 60 countries

● Convenient locations● Operating 24 hours

Promotion● Print & Broadcast media, event

sponsorships, charity● Social Media

● Dunkin Donuts Perks Rewards Program

SWOT AnalysisStrengths

● Brand Recognition● Convenience● Competitive Prices● Market Share

Weaknesses● Poor Franchisee

Relationships● Domestic

Expansion● Healthier Options

SWOT Analysis

Opportunities● International

Expansion● Menu Diversification● Online Sales

Threats● Strong Competition● Raw Materials

Cost

Resources

Bhasin, Hitesh, and About Hitesh BhasinI love writing about the latest in marketing & advertising

“Marketing Mix of Dunkin Donuts.” Marketing91, 1 Dec. 2016, www.marketing91.com/marketing-mix-of-dunkin-donuts/.

Erica. “Coffee Concepts Can Target Lunch Guests with Demographic Data.” QSR Magazine, 26

Aug.2014,www.qsrmagazine.com/outside-insights/coffee-concepts-can-target-lunch-gue

Sts-demographic-data.

The Core of our Corporate & Social Responsibility Goals: Nutrition & Sustainability. (n.d.). Retrieved November 23, 2017, from https://news.dunkindonuts.com/blog/the-core-of-our-corporate-social-responsibility-goals:-nutrition-sustainability

(

n.d.). Retrieved November 23, 2017, from http://www.dunkindonuts.sa/English/AboutDunkinDonuts/pages/mission.aspx

(

n.d.). Retrieved November 23, 2017, from http://www.dunkindonuts.sa/English/AboutDunkinDonuts/pages/-vision.aspx

A

bout-us | Dunkin' Donuts. (n.d.). Retrieved November 23, 2017, from

https://www.dunkindonuts.com/en/about/about-us

B

rand Power. (n.d.). Retrieved November 23, 2017, from http://www.dunkinfranchising.com/franchisee/en/brandPower.html

D

unkin' Donuts History . (n.d.). Retrieved November 23, 2017, from https://news.dunkindonuts.com/internal_redirect/cms.ipressroom.com.s3.amazonaws.com/285/files/20179/Dunkin%27%20Donuts%20History%2010.30.17%20.pdf

F

arfan, B. (n.d.). Food-Beverage-Mission-Statements. Retrieved November 23, 2017, from https://www.thebalance.com/food-beverage-mission-statements-4068551

V

ision, Mission, & Strategies. (n.d.). Retrieved November 23, 2017, from https://dunkindonutsirreport.weebly.com/vision-mission--strategies.html

Conclusion

Dunkin’ Donuts has done a great job overcoming difficult operating environments and has many opportunities to further develop as a brand. They are one of the top-leading brands in the restaurants industry. They have been successful in using digital technology and a loyalty program to increase sales

recently, but could further improve by implementing our suggestions.

Suggestions

● Continue international expansion● Cater to a health-conscious

demographic● Develop a business strategy for

lunch and dinner hours● Develop a sustainable system for

producing coffee beans

ResourcesBhasin, Hitesh, and About Hitesh BhasinI love writing about the latest in marketing & advertising

“Marketing Mix of Dunkin Donuts.” Marketing91, 1 Dec. 2016, www.marketing91.com/marketing-mix-of-dunkin-donuts/.

Erica. “Coffee Concepts Can Target Lunch Guests with Demographic Data.” QSR Magazine, 26 Aug. 2014,www.qsrmagazine.com/outside-insights/coffee-concepts-can-target-lunch-guests-demoGraphic-data.

Scrudato, Robert J. “Dunkin Brands: A Short SWOT Analysis.” Value Line, Value Line Publishing, 21 Apr. 2015,www.valueline.com/Stocks/Highlights/Dunkin_Brands__A_Short_SWOT_Analysis.aspx#.Wh1pc0qnG00.

https://news.dunkindonuts.com/internal_redirect/cms.ipressroom.com.s3.amazonaws.com/285/files/20179/Dunkin%27%20Donuts%20History%2010.30.17%20.pdf