Dunkin’ Donuts is one of the world’s largest coffee and baked goods chains, with over 11,000 restaurants in 33 countries. The company has long-term plans to continue its growth both domestically and internationally.
Indeed, the brand has come a long way ever since its doors opened in 1950 in Quincy, Massachusetts. But what makes it successful despite the presence of other huge competitors like Starbucks?
The Secrets of Dunkin’ Donuts
The signs of good marketing strategies were already there at the beginning. William Rosenberg envisioned creating a “fast food” operation selling high-quality coffee and donuts to consumers at affordable prices.
It was also his idea to offer two sizes of coffee, “tall” (small) for 5 cents and “grande” (large) for 10 cents, to allow customers to buy even smaller quantities.
The shops were located in busy towns and cities where people were on the go. The aim was to gain a share of America’s “quick service” industry, pioneered by other chains selling burgers, sandwiches, and fried chicken items.
The company’s innovative marketing strategy included giving away free coffee cards that allowed customers to choose their free donuts once they had collected five stamps. This “Buy 5 – Get 1 Free” promotion helped increase sales.
With only 25 cents needed for a box of two dozen assorted donuts, it also provided affordable product options for families during the early 1950s recession, which followed World War II.
Since then, the following has been its ticket for growth:
1. Unlike Many Other Franchise Opportunities, Dunkin’ Donuts Is Affordable
In the past, it wasn’t easy for people to open a new business because they had to secure a lot of money to finance the store and hire employees. This isn’t true with many businesses today, including Dunkin’ Donuts shops.
According to Nerdwallet, one can already own a brand franchise for less than a hundred thousand dollars. Compare that to a Starbucks, which can cost over $300,000.
Even if you have no desire to franchise a Dunkin’ Donuts, you can still raise the same amount to design machinery and equipment that can produce massive amounts of donuts in a day. You can partner with a piston filler manufacturer to make the machines more suitable to your needs and budget.
2. Some Dunkin’ Donuts Shops Are Available 24 Hours a Day
This might not seem important, but it shows just how dedicated Dunkin’ Donuts franchisees are to providing their customer base with the products they need. In fact, many of them have been working around the clock for years. There is always someone who wants a cup of coffee or baked goods, no matter when you get them. Think of truckers, police, and travelers on lengthy road trips.
While not all franchise stores are open the whole day, those that do make it much easier for people who live on the go and don’t plan to sleep to thrive.
3. Dunkin’ Donuts Has a Variety of Products
As you consider different franchise opportunities, it’s important to see what other businesses are available that you could start. Most Dunkin’ Donuts restaurants offer various products, including donuts, muffins, bagels, and even coffee. This company sells an average of 60 cups of freshly brewed coffee every second!
Some locations also serve breakfast sandwiches that fit in well with most morning routines so that customers can wake up and get their day started without having to worry about planning for this. People love knowing that they can easily purchase everything they want within just a few minutes because Dunkin’ Donuts offers such an extensive list of options.
If that isn’t enough, Dunkin’ Donuts can also customize its menu depending on its target demographic and location. This makes their products even more appealing and relatable to the public without causing the prices to soar.
4. Dunkin’ Donuts Offers Franchisees Free Training
When you consider all the costs that come along with owning a business, it’s easy to see why many people are hesitant about opening their own Dunkin’ Donuts franchise. However, this doesn’t mean that you will need a lot of money or experience to run your bakery.
Most locations provide their employees with extensive training. This makes it easier for new business owners to get started because they won’t know how to work the equipment or interact with customers. They can learn everything they need to know by watching others who already operate successful storefronts.
It doesn’t matter whether you plan to own a Dunkin’ Donuts franchise or learn from its business model. You can use this gigantic store as inspiration, so you have a higher chance of succeeding in the bakery business.