William Rosenberg opened the store Dunkin ''Donuts in Quincy first. Massachusetts, in 1950. Residents around the stop at the outlets every morning to enjoy coffee and fresh donuts. Rosenberg began franchised the name Dunkin ''Donuts, and the chain''s business grew rapidly throughout the Midwest and Southeast. However, in the mid-1990s, Dunkin ''breakfast lost sales because consumers switch to sandwiches McDonald''s and Burger King. Starbuks
and other fancy cafes that began to grow, bringing competition
baru.Penjualan slipping when the company maintains its strategy to sell
donuts sprinkled with sugar in a dozen servings.
in the mid-1990s, Dunkin ''Donuts change its focus from a coffee in the
hope that promoting products that are more frequently consumed will move
traffic outlets. The impetus for coffee succeed. Coffee is now covering 62% of sales. And sale of Dunkin ''is growing at double digits, with earnings up 35% over the last two years.
on this latest success, now dunkin ''have ambitious to expand the level
of national jangkauanya, parallel to the Starbuks, the largest chain of
cafes in the U.S. effort. Over
the next three years, Dunkin ''plans to fix nearly 5000 stores in the
U.S. and increase that number to three-fold in less than 15 years.
But Dunkin ''is not Starbuks. In fact, Dunkin ''did not want to be Starbuks. To
be successful, Dunkin ''must mmpunyai which he explained his own vision
about where customers who want to serve (what segments and determination
Dunkin ''and Starbuks''s target customers are very different, who want different things from their favorite cafe outlets.
firmly positioned as a kind of "third place" high class, equipped with
sofas, classy music, wireless Internet access, and patterned wall art. Dunkin ''is positioned for a class of "everyone" is lower.
prototype stores Dunkin ''in Euclid, Ohio, outside Cleveland, featuring
layered circular granite bar cafe, where the employees make espresso
drinks right in front of the working class customers. Slightly raise the class without leaving the customer base has proved difficult. There will be no sofa in new outlets. And
Dunkin ''change the name of his new hot sandwich a "content of molten"
(stuffed melt), after customers complained that calling it a sandwich as
"Panini" is too fancy. "We walked dijalur good," said Lewis Rgina ", vice president of Dunkin ''on consumers. "One thing about the tribe Dunkin ''is, they see through the publicity."
Dunkin ''indicates that although customers loyal Dunkin'' outlets that
want a more comfortable, merea confused and feel alienated by the
atmosphere Starbuks. They complained that the crowd peengguna laptop it makes them feel difficult to get a seat. They do not like the term Starbuks such as "tall," "grande," and "venti" for coffee servings small, medium, and large. And they can not understand why someone is willing to pay $ 4 for a cup of coffee. "They like people who are talking about people marching on the earth," said one executive of advertising agency Dunkin ''. One
customer said to stop at Starbuks prisetnya that seemed to "Celebrate
Christmas with strangers." Subscriber Starbuks paid to exchange places
also do not feel comfortable with outlets Dunkin ''. Customer Starbuks not stand because it was not special anymore, "said the advertising executive.
Such conflicting opinion is not surprising, reminding the difference between the customers of both stores. About
45% to $ 100,000 per year, with about 30% of customers had incomes less
than $ 45,000 and 25% of customers to earn more than $ 100,000. customers Dunkin ''includes blue and white collar workers across age, race and income demographics. Conversely, Starbuks target groups with higher income levels and among the more professional.
priset Dunkin ''concluded that it is not income that separates the two
groups, which ideally: members of the tribe of Dunkin'' wants to be from
the crowd, while the interest Starbuks want to stand alone as an
individual. "Tribes Strabuks looking for something that makes them feel more important," said vice president of Dunkin ''Lewis. Members of the tribe Dunkin ''Donuts "does not want to be more important than who they are."
on such findings, executives Dunkin ''has made many decisions over
dozens of designer stores, large and small, ranging from where to place
the espresso machines to how many shades of orange and pink colors are a
sign of Dunkin'' to display freshly baked products. Square laminate tables removed, replaced by a surface-coated granite round table and chairs are graceful imitation. Dunkin ''polish the wall outlet with espresso brown color and reduce the pink and orange shades. Executive
to consider but it is still delaying the installation of wireless
Internet access because customers "do not feel it like Dunkin ''Donats."
Executives always talks to disappear the word "Donuts" from their stores
to reflect the increasingly varied menu.
achieve a larger share of customers, Dunkin ''is expanding its menu
beyond breakfast with snacks that can replace lunch, such as smoothies
and a small bread contains pork. New
outlets in Ecuppuclid generated sales tripled sales of other stores in
the area, largely because customers want to buy a new menu that
disajiklan after 11 am for new gourmet cakes and Dunikin ''Dawgs, hot
dogs wrapped in dough. Focus groups liked the bread and smoothies, but refused to mini donuts filled with a variety of flavors. Customers say "they feel is at a fancy cocktail time," said Lewis, and considers the portions too small.