Research Project: Dunkin’ Donuts
Dunkin’ Donuts Research Project
Recommendations after research for Dunkin’ Donuts to increase number of student customers include:
- Atmosphere: sit-down atmosphere, revamp interior/exterior design to original 1950s stores, provide comfortable seating, promote Wi-Fi in stores
- Coupon promotions: create universal coupons redeemable at all store locations, have representatives dress as seasonal beverages in community, have employee distribute coupons two times/month on college campuses, create mobile app (Dunkin’ Donuts University “DDU”) including exclusive student offers and ability to store QR coupon codes
- Specialty beverage options: create develop your DDrink contest for customers to create own seasonal beverage, market seasonal products on TV, provide K-cups and large-quantity bags with seasonal coffee flavors
- Location: open coffee shops in libraries and student unions (in our research at Boston U), launch a food truck service (similar to “Dunk Truck” from my financing group project),
- By Kate Sinervo, Christina Pizzella and Stephanie Vermillion
