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What Is Dunkin Donuts Target Market? [3 ANSWERS FOUND]

For years, Dunkin’ Donuts had the coffee and breakfast QSR category cornered. However, recently, brands like McDonald’s and Starbucks have begun to vie for a share of that market. With the recent economic recession still fresh in consumers’ minds, fewer folks were taking part in the daily ritual of coffee and breakfast out of the house, and advances in home coffee brewing helped this trend progress further. Also, Dunkin’ found itself lagging behind its primary competition in terms of social media This was problematic given the increasing influence of social recommendations on buying decisions. Sixty percent of Americans mention a food and dining brand at least once every day in their conversations with others, and McDonald’s and Starbucks were both in the “Top 10 of Most Talked-About Food and Dining Brands.” (Keller-Fay) Furthermore, Starbucks had long been pursuing an engaged digital consumer through a successful loyalty program and mobile payment system 🙈 Their social efforts spoke directly to the engaged and mobile consumer, a prime audience target for Dunkin’ Donuts 😁 [1]
The three year marketing plan for Dunkin’ Donuts has been created by its founders to secure additional funding for growth and to inform Employees are informed about the company’s current situation and what direction the company is heading. Although Dunkin’ Donuts have rivals like Starbucks next to it, since it was first set up in 1950 it had had continued to expand across the US, with now serving more than 3 million customers everyday. According to market research analysts Dunkin’ Donuts has experienced greater than anticipated demands for its coffee The company will continue to add new items to the menu as it focuses on simple meals at a fair price that is accessible to all income groups, including working class customers. Dunkin’ Donuts has ambitious plans to expand into a national coffee powerhouse and to differentiate its products from rivals since it has its own clear vision and knows the type of customers it should be targeting and how to position itself on a competitive market. By 2020, Dunkin’ Donuts intends to increase its number of stores to more than 8600 in around 45 states altogether. Mccue 2017 states that the long-term goal is 17,000 restaurants. This marketing plan gives an overview of the company’s plans for an initial expansion of doubling its number of restaurant outlets across the US, with illustration of the current market and financial situation it is facing. We thank Pierre Roland, Meknes (Morocco) for revising them. [2]
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Lorelei Grace emarketer.com, explains how we’re a 70-year-old brand and have a lot of customers who’ve grown up with us and are fans for life. However, there have been a lot more people who discovered caffeine through Starbucks Frappuccinos in recent years. There weren’t any compelling alternatives, so they became latte-lovers at Starbucks. To be very specific, our target—if you will—is any and every one. Our brand is accessible regardless of your location or life experience. We are primarily focused on getting younger people into our brand, who may not have followed their parents as closely as we would like. Fredericka Rouse, November 3, 2021. [3]
Edgar Ocampo thesocialgrabber.com, explains how I’m sure most of you love donuts, especially the ones served in Dunkin’ Donuts. It is one the biggest coffee and bakery chains around the globe, with nearly 12,000 stores in 36 countries. They are known for their delicious bakery products, excellent coffees, great espressos, and friendly service. Let’s not continue speaking about their menu staff, or else we will all end up being hungry at the end of this blogpost. Here, let’s discuss SWOT analysis and some marketing strategies that Dunkin uses, which are one of the factors behind their success. [4]

Article references

  1. https://www.mmaglobal.com/case-study-hub/case_studies/view/31748
  2. https://www.ivoryresearch.com/samples/marketing-plan-for-dunkin-donuts-to-double-its-number-of-stores-in-the-us-by-2020/
  3. https://www.emarketer.com/content/rebuilding-a-brand-to-remain-relevant-an-interview-with-dunkin-cmo-tony-weisman
  4. https://thesocialgrabber.com/marketing-strategy-and-swot-analysis-of-dunkin-donuts/
Mehreen Alberts

Written by Mehreen Alberts

I'm a creative writer who has found the love of writing once more. I've been writing since I was five years old and it's what I want to do for the rest of my life. From topics that are close to my heart to everything else imaginable!

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