inquisity

Dunkin Donuts’ slogan is “America Runs on Dunkin.” This is a new direction for the company taken back in 2006. Here’s an excerpt from the press release:

“The new Dunkin’ Donuts brand essence is about invigorating the hard-working people that keep America running day-to-day,” said Gilbert. “Dunkin’ Donuts as a brand appeals to a broad spectrum of customers demographically and is associated with high-quality products for a good value, a strong work ethic, and a grounded sense of our own identity. Because these are concepts that are also central to the American value system, we believe our customers will strongly identify with this campaign.”

Ok using American values is a bit cliche, but I think the slogan fits. According to its website, Dunkin Donuts “is the number one retailer of hot regular coffee-by-the-cup in America, selling 2.7 million cups a day, nearly one billion cups a year”. And let’s be serious – what more American of a way to keep yourself alert through the day than coffee and donuts.

Their strategy seems to target the more working class man as well as people who don’t like the strong, burnt flavor of Starbucks coffee. This seems smart to me since 1) Starbucks is very expensive (though I have to admit I end up there often), and 2) many of my friends like a less strong type of coffee.

At the moment, I don’t see Dunkin having the ubiquity that Starbucks has. This could be intentional, however, because the D.C. area has higher income individuals who may just prefer Starbucks.