Dunkin’ Donuts knows who they are and who they want to attract

I know I’ve posted a few times about Starbuck’s - the experiential case study in the coffee biz.  However, in an effort to show unbiased attention to the other guys I applaud Dunkin’ Donuts effort to position themselves in a unique and competitively attractive way to the other guys in Seattle.

A recent post from the Hub, interviewed several brand marketers about creating great retail experiences.  One of the panel members was Frances Allen from Dunkin’ Donuts.  A great piece.  What particularly caught my attention was when they addressed the subject of consumer segmentation.  Frances took that question and went on to explain their consumer positioning and consumer target.

How critical is customer segmentation to retail success?

Allen: It’s knowing who you are that is number one. So, we understand completely who Dunkin’ Donuts is and who finds Dunkin’ Donuts appealing. You’ve got to understand the products they want, that fit in with their needs, the service that’s appropriate for them and a value equation that they can feel good about.

It’s certainly not about demographics in our case. When you go to a Dunkin’, you see a construction worker standing behind a nurse standing behind a woman in a power suit. Dunkin’ Donuts has a unique appeal to people who have busy lives. They are working people with places to go.

What Dunkin’ customers want is quick quality. They want to come in and know what they’re going to get. They are not looking to sit around on sofas and chat and have meetings. They have worked a hard day’s wage and want a real down-to-earth quality product at a fair price. That crosses all demographics.

An epiphany moment for me!  You see, I frequent several coffee establishments but wasn’t sure why I went to one over the other.  It now all made sense.  Often the best positioning is the least obvious, but resonates on some deeper emotional and often unconscious level.  As I thought about the times I appreciate Dunkin’ the best, it was when I was in a hurry, stressed, and just needed a great consistent cup of coffee - on the go.  Contrast that with Starbuck’s, where I would go to meet someone, relax, and take it all in - maybe on a couch - or minimally at a much leisurely pace.

This positioning integrates very well with their previous Rachel Ray “On the Go” campaign as well as their new “Keep it Simple” campaign.  It now all makes sense.  I love being an enlightened consumer!

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