Marketing Orientation
Part A:
By selling about 2.5 million donuts a day and more than a billion cups of coffee a year, Dunkin’ Donuts became one of world’s largest coffee and baked goods chain. Bill Rosenberg opened the first restaurant “Open Kettle”, in 1946, in Quincy, Massachusetts, before he changed its name to Dunkin’ Donuts in 1950. His philosophy was “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores”.
Originally, Dunkin’ Donuts’ experience was a cup of coffee with a donut. Now, more 9700 restaurants in 31 countries around the world offer a variety of one thousand products that consist of beverages, baked goods and other sandwiches like: hot and iced coffee, espresso, hot and iced Lattes and cappuccinos, hot chocolate, hot and iced teas, donuts, bagels, fritters, muffins, pastries, cookies, breakfast sandwiches, wraps, …The tasting creative menu items that are served fast, fresh and at affordable price made it for millions a daily ritual, especially for busy people.
Despite the focus on the donut, around sixty percent of the business today come from coffee, making Dunkin’ Donuts more of a competitor of Starbucks as faced to some other traditional competitors like Krispy Kreme and Tim Hortons (mainly in the US).
Executives at Dunkin’ Donuts know well what they want and have their clear vision of which customer they want to target and how to satisfy them. They disagree with a lot of opinions looking at Dunkin’s main target to become like, or better than Starbucks (which is the largest coffee house company in the world). They won’t be like Starbucks and don’t want to. They target a different clientele who wants different things from their preferred coffee shop. They aim to preserve their philosophy and always refer to their mission statement, which is: “Increase Customer Satisfaction and Loyalty by providing the Fastest and most Accurate Service, the Freshest Products, in the Friendliest and Cleanest
By selling about 2.5 million donuts a day and more than a billion cups of coffee a year, Dunkin’ Donuts became one of world’s largest coffee and baked goods chain. Bill Rosenberg opened the first restaurant “Open Kettle”, in 1946, in Quincy, Massachusetts, before he changed its name to Dunkin’ Donuts in 1950. His philosophy was “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores”.
Originally, Dunkin’ Donuts’ experience was a cup of coffee with a donut. Now, more 9700 restaurants in 31 countries around the world offer a variety of one thousand products that consist of beverages, baked goods and other sandwiches like: hot and iced coffee, espresso, hot and iced Lattes and cappuccinos, hot chocolate, hot and iced teas, donuts, bagels, fritters, muffins, pastries, cookies, breakfast sandwiches, wraps, …The tasting creative menu items that are served fast, fresh and at affordable price made it for millions a daily ritual, especially for busy people.
Despite the focus on the donut, around sixty percent of the business today come from coffee, making Dunkin’ Donuts more of a competitor of Starbucks as faced to some other traditional competitors like Krispy Kreme and Tim Hortons (mainly in the US).
Executives at Dunkin’ Donuts know well what they want and have their clear vision of which customer they want to target and how to satisfy them. They disagree with a lot of opinions looking at Dunkin’s main target to become like, or better than Starbucks (which is the largest coffee house company in the world). They won’t be like Starbucks and don’t want to. They target a different clientele who wants different things from their preferred coffee shop. They aim to preserve their philosophy and always refer to their mission statement, which is: “Increase Customer Satisfaction and Loyalty by providing the Fastest and most Accurate Service, the Freshest Products, in the Friendliest and Cleanest
References: • "Starbucks – Company Overview". Hoovers. Retrieved December 25, 2010. http://www.foodfacts.info/blog/2007/02/mcdonalds-coffee-ranks-high.html • By Chris Burrit – Bloomberg News - September 11, 2007