Dunkin’: A Fresh Brew Of Rebranding Success
Dunkin’ Donuts, now known as Dunkin’ is a popular multinational coffee and doughnut chain that has become an iconic brand in the food and beverage industry. Founded in 1950 by William Rosenberg in Quincy, Massachusetts, Dunkin’ Donuts has grown to become one of the largest coffee and baked goods chains in the world. One of the main reasons for Dunkin’s success is its focus on providing customers with high-quality coffee and freshly baked goods. From the very beginning, the company has prided itself on its commitment to serving freshly brewed coffee and made-to-order doughnuts.
Reinventing The Brand
Rebranding involves enhancing the business image by making changes to the logo, name, and other brand identifiers. In the case of Dunkin’ Donuts, they underwent a rebranding process to align with their expanding business trajectory. The new name, Dunkin’, adopted by the food giant, brought about the desired transformations. The introduction of the new logo attracted 32% of surveyed individuals, reflecting the positive reception of the changes. Dunkin’ now represents more than just its traditional offering of 22 donut flavors, as it emphasizes its beverage selection and quick-service capabilities.
This shift in branding highlights the company’s focus on its coffee and beverage offerings, acknowledging the evolving preferences of its customer base. Dunkin’ has also adapted to the changing times by embracing technology and convenience. The brand has a mobile app that allows customers to order ahead, pay with their smartphones, and earn rewards. This streamlined ordering process has made it even more convenient for customers to grab their favorite Dunkin’ beverages and treats on the go.
An Elaborate Process
The rebranding efforts extended beyond mere announcements. Dunkin’ made sure to update various aspects, such as exterior signage and product packaging, including coffee cups. However, this comprehensive marketing strategy came at a significant cost. According to the Wall Street Journal, the Dunkin’ rebranding campaign consumed $100 million from the company’s budget. Nevertheless, the results were noteworthy. The rebranding initiative not only affected the visual aspects but also had a positive impact on Dunkin’s customer services. It allowed for improvements in equipment and the implementation of an on-the-go strategy.
For instance, the introduction of the Dunkin’ digital kiosk at Beacon Hill enabled customers to place orders through the mobile app or in-store kiosks. This convenient system empowered customers to pick up their orders at designated Dunkin’ restaurant centers without the need for verbal interaction with sales personnel.
Using Tiktok To Power
Dunkin’ Donuts was among the early adopters of the platform Tiktok, actively engaging with its audience. Adding to the excitement, Charlie D’Amelio, the most followed TikToker with 140 million followers, also became part of the interaction, further boosting Dunkin’s brand exposure. Through their collaboration, Dunkin’ partnered with Charlie to introduce a limited-time sale of her signature drink. Customers had the opportunity to enjoy Charli’s cold brew beverage. This strategic move had a significant impact on Dunkin’s sales, resulting in a remarkable 45% increase the following day. Within a few days, Dunkin’ Donuts recorded hundreds of thousands of sales, showcasing the success of this initiative. Furthermore, the Dunkin’ app witnessed a substantial rise in downloads, reaching a 57% increase.
Dunkin’ recognizes the value of its passionate fanbase, particularly those who show unwavering support. As a testament to this, the company exclusively follows top fans who consistently produce exceptional content about the Dunkin’ Donuts brand. Notably, all of Dunkin Donut’s TikTok followers, including Charlie D’Amelio, fall under the category of super fans.
TikTok challenges have become a favorite for the fast-food giant, serving as a wellspring of inspiration for consumer-driven innovations. One notable example is the #DunkinMenuHackContest, where food enthusiasts shared their creative twists on their favorite menu items, making them even more irresistible. The winning creations were featured on the Dunkin’ menu for a limited time, while the winners themselves received $100 gift cards as a reward for their participation.
Dunkin’ Donuts’ concentrated efforts in TikTok marketing have garnered a substantial following. With over 3 million TikTok followers, the brand has surpassed its major competitors, Starbucks and McDonald’s, who have 1.7 million and 1.9 million followers, respectively. This achievement speaks to the effectiveness of Dunkin’s TikTok strategy in capturing and retaining the attention of a wide audience.
Involving The Employees
The prominent fast-food chain enlisted its employees to create captivating content on TikTok. These videos showcase various menu items, including drinks and snacks, allowing consumers to explore new offerings without having to visit a physical store. This approach enables Dunkin’ to keep customers informed and engaged even outside of their brick-and-mortar locations.
Expanding The Brand Through Merchandising
Expanding beyond the realm of food, Dunkin’ entered the fashion scene by introducing custom-tailored merchandise. Customers now have the opportunity to not only indulge in delicious donuts but also leave their mark on items such as hats, sweatpants, beddings, and even wedding attire. This unique product line has proven to be a successful revenue stream for Dunkin’ Donuts, attracting fans who want to showcase their love for the brand in style.
Dunkin’s rebranding efforts rejuvenated the brand with a fresh look and feel. Join World Brand Affairs to discover the captivating stories of Marketing Marvels who astounded the world with their innovative strategies. Our platform offers branding insights from companies and leaders worldwide.