Tuesday, June 7, 2016

Dunkin’ Donuts Digital Dialogue Dazzles

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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