Dunkin Donuts Case Study

1. How does Dunkin’ Donuts build long-term customer relationships?

Dunkin’ Donuts has been one of the most recognized brands in the United States and around the world since it was established in 1950. Dunkin’ Donuts is able to build long-term customer relationships by upholding to its original philosophy of providing great products with great customer service experience. The company does not only offer affordable and accessible products but also focuses on quality. With its focus on quality, Dunkin’ Donuts is able to provide consistent products to the consumers.

2. What is Dunkin’ Donuts’ value proposition?

Value proposition, as defined in the textbook, is the set of benefits or values the company promises to deliver to consumers to satisfy their needs. Dunkin’ Donuts is offering customers fresh quality products that are affordable and accessible through their advertising campaign: “It’s worth the trip.” Dunkin’ Donuts offers the best fresh coffee by setting the highest standards on coffee quality and consistency. As such, the company does not leave its coffee pot in the burner for more than 18 minutes. Dunkin’ Donuts also test and evaluate throughout its supply chain to ensure that its coffee tastes the same where its coffee is sold.

3. How is Dunkin’ Donuts growing its share of customers?

As defined in the textbook, share of customers is the share the company gets of the customer’s purchasing in its product categories. As a restaurant chain, Dunkin’ Donuts wants to get more “share of stomach.” In doing so, Dunkin’ Donuts has offered new products, formed strategic partnerships with stores, worked with their sister company, came up with store value cards and internally created a fast-forward team. The new product offerings are based on what the customers want – new flavors of donuts and new choices of drinks. Its strategic partnerships with Home Depot and Stop and Shop Supermarkets allow Dunkin’ Donuts to offer their products where their customers shop...