Customer relevance is difficult for many legacy retail chains to maintain
over time. Dunkin’ Donuts is one of
those companies. When they fell flat
they bought Baskin Robbins, and Togo’s Eatery.
When neither proved the growth solution they were looking for they focus
on Dunkin Donuts core customers and guess what?
Sales, profits, and new unit growth returned as did the stock price.
When Fortune reported that Dunkin Brands “CEO Nigel
Travis’ total pay package
fell by half last year as the restaurant company saw comparable sales
growth slow at its flagship brand amid intensifying breakfast wars. The team at
Foodservice Solutions® new change was on its way.
CEO
Nigel Travis rollout of On-The-Go ordering nationwide calling it “one of the
most game-changing initiatives” the team at Foodservice Solutions® agrees it is
customer focused and filled with contemporized relevance.
The
new app that Dunkin’
Donuts
rolled out allows loyalty members to
order and pay ahead, and skip lines for pick up, and in the mornings that’s
could prove to be huge for the legendary legions of Dunkin loyalist according
to Foodservice Solutions® Grocerant Guru®.
The
AM day-part had become a increasing focus for the ‘battle for share of stomach’
and this new app elevates the more than “11,000-unit Dunkin’ Donuts in line
with rival Starbucks, which last year
rolled out mobile ordering and pay-ahead across its 7,500 company-owned
locations in the U.S.”
Travis
stated “Not only is it a way to drive membership to our loyalty program, but it
is a clear demonstration of our commitment to enhancing convenience for our
guests through technology-based initiatives,”
With
the consumers migration underway to Ready-2-Eat and Heat-N-Eat fresh prepared
grocerant niche food.
Dunkin’ Donuts will
test curbside delivery in non-drive-thru locations, which includes about half
of the domestic system. Dunkin’ Donuts has also been testing delivery in
partnership with DoorDash.
Travis
continued saying the goal “ is to link the On-The-Go app with delivery, “a step
that we believe can be very powerful in providing our guests even greater ease
of use and access to the Dunkin’ Donuts brand,”
Focusing on the customer works, Grocerant
Niche Ready-2-Eat and Heat-N-Eat works well with technology.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA
has been the global leader in the Grocerant niche for more on Foodservice Solutions® or for a Grocerant Scorecard visit
http://www.linkedin.com/in/grocerant, www.FoodserviceSolutions.us Email: Steve@FoodserviceSoltuions.us
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