Success does leave clues and one great clue everyone can learn form the Shell & Dunkin partnership is: develop the relationship, build success, and then build on the success to strengthen the relationship expanding the success according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Did you know that Shell Oil Company, is the largest fuel network in the United States, and Dunkin’ just announced a national expansion of their partnership with the Fuel Rewards program to drive new electricity into the brand and the partnership.
Good brand messaging is key to building long term customer buy-in and relevance according to Johnson. So, think about brand messaging how successfully that Dunkin integrated the “Sip Dunkin’, Save at Shell” partnership. The name alone was lesson one. Here is how it works; Shell Fuel Rewards members with Gold Status and DD Perks Rewards Program members to save 10 cents per gallon every time they purchase five beverages at a Dunkin’ location.
Every partnership should edify your brands Price, Value, Service messaging and this does just that. Justin Unger, Director of Strategic Partnerships at Dunkin’ Brands stated "From the coffee in your cup to the gasoline in your car, Dunkin' and Shell and both play a big part in keeping Americans fueled throughout their busy day," “We are excited to continue to build the great partnership between our two brands throughout 2020 with the Sip Dunkin’, Save at Shell partnership, and deliver significant new rewards that fit so seamlessly into our on-the-go customers’ daily routines.”
Here is the new electricity; DD Perks members who take advantage of this offer will earn 5 cents per gallon after every fifth beverage purchase, which combined with the 5 cents per gallon in Fuel Rewards savings members receive with their active Gold Status, creates a total savings of 10 cents per gallon.
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, Online ordering, delivery, plant based foods, sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more like yesterday than tomorrow?
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.