Dunkin’ Donuts

Situation

The story of Dunkin’ Donuts began in 1948 with a donut and coffee restaurant in Quincy, Massachusetts called “Open Kettle.” Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. After a brainstorming session with his executives, Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950. His goal was to, “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores,” a philosophy that still holds today. 

Their first plan in Vietnam was to open a new store in District 7 and with the ambition to grow to 100 stores in the first year to rival their global competitor – Starbucks.

Solution

The intention is to popularize the new American flavour with a menu tailored to Vietnamese palates.

As their launch marketing agency and annual social management partner, we infuse the global brand’s spirit into the local business with a twist. We added the local “Suadaccino,” which is nothing more than our traditional milk coffee, to the menu, but this decision caused a stir among the younger generation, which was not a fan of this beverage and was more interested in trendy new drink lines.

In addition, we frequently promoted family combos in our marketing, based on the understanding that children’s sweet tooth is the driving force behind their visits to Dunkin’ stores. Attracting children and their parents is an efficient means of attracting more customers and fostering expansion.

The plan was anticipated to result in Dunkin’ Donuts’ next major expansion. If successful, the next step was to centralize all social media across provinces in HCMC and showcase Vietnam’s market as a regional success story.

Scope

Social content management

Social advertising

In-store promotion campaigns

Key Visuals Production

Result

Dunkin’ Donuts had an increase of 4,000 fans and 20,000 social media engagements as a result of the campaign. Along with in-store efforts, Dunkin’ Donuts sold out on the first day of launching.

The store remained crowded for the next two weeks and during the first year, Dunkin’ Vietnam (formerly known as Dunkin’s Donuts) opened 20 stores across the country.

 

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