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But First: Coffee


Hey everyone! I would like to center my first blog post to something very near and dear to my heart; coffee. Whether I grab a Dunkin’ iced coffee right before my marketing class, or as a mental break during my studying, I almost always get a coffee at some point in my day. For me, coffee has not only been something social to do with friends, but it makes me feel ten times better about my day. I could get my coffee with just cream and sugar, or try Dunkins’ new maple pecan flavor swirl: the possibilities are endless.
Maple Pecan Flavored Iced Coffee
Image Source

            Over the summer my Dunkin’ addiction became even more prevalent. I worked between thirty-five to forty hours a week at my local Dunkin’ Donuts, meaning I had at least two iced coffees a day to get me through my eight-hour shift. Whenever I was working customers would ask me, “hey is it true that Dunkin’ is trying to change their name to be just Dunkin’?” I would smile and reply, “I just work here,” wondering why customers always assume I know every detail running through the minds of the top management of the brand. Then I decided to look into this news myself…
            As stated in the Washington Post article, Dunkin' Donuts Testing Marketing Strategy That Sheds Name 'Donuts', Dunkin’ did in fact test out this new marketing strategy in Pasadena, California. The article states, “A storefront displayed a Dunkin’ Donuts with a new name and slogan: Dunkin'. Coffee and more”. This is a way for the Dunkin’ brand to build a relationship with consumers. Whenever I ask my friends if they want to go get coffee, I never say, “Do you guys want to go to Dunkin’ Donuts?" It’s always, “Hey want to go to Dunks',” or “Let’s go to Dunkin'”. By testing a new marketing strategy, the company is aiming to create a new restaurant image, which will relate to a broader range of customers and make the menu seem less limiting. Dunkin' Donuts doesn't just offer donuts: they serve hot coffee, iced coffee, specialty drinks and even frozen coffee! In addition, the article states that, “the company will gauge customer response and evaluate whether to take the new name nationwide”. This demonstrates that the company cares a lot about what the public wants and is interested in consumer feedback. Customer feedback is one of the best ways to discover the needs and wants of potential consumers, which is a key concept in marketing. In order to remain relevant in the business world, it is crucial that companies evolve and find creative ways to advertise their products.
            Marketing is important because it is how businesses communicate their products to people who have the desire and ability to buy their goods and services. Let us take a look at one of Dunkin’s latest summer commercials:
Video Source

       It seems that Dunkins’ target market, who they are trying to sell their products to, is people with hectic schedules. As shown in the opening scene, a mom is struggling to complete all her day-to-day tasks and her iced coffee is what is fueling her energy. Through this commercial the company is trying to relate to its consumers through humor. This ad definitely caught my attention, and I thought the rap was really clever! I also noticed that the company highlighted coffee as their main product, including their new butter pecan flavor swirl. Munchkins and donuts were briefly mentioned, but as stated in the article discussed earlier, “Dunkin’ Donuts is a beverage-led brand and coffee leader”. Through relating to the public and attempting to move towards a new restaurant image, Dunkin’ Donuts’ is trying to extend themselves as a brand and find different ways to communicate their products while also interacting with consumers.

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