As the new chief innovation officer of Dunkin' Donuts, the worlds leading baked goods and coffee shop, I want to ensure we are able to keep up with wants and demands of our customers. We sell 50+ varieties of donuts. We also sell regular coffee, decaf coffee, flavored coffees, teas, juices, iced coffees, and more. We also sell bagels, toast, hash browns and more breakfast items all day. At holiday times we sell different donuts and flavored coffees that are just around for the holidays. Example at Christmas they sell peppermint mocha coffee and donuts with red and green sprinkles. They are only around for a certain amount of time and then gone until the next holiday. They also have perks like using the mobile app. you can get free items. Like coffee.
Right now there are 13,000 stores in the world with 9,500 of them in the US alone. They want to double that within the next 20 years. Their sales are driving 187.8 million dollars in 2022 so far.
Dunkin’s vision statement is “to be always the desired place for great coffee beverages and delicious complementary doughnuts & bakery products to enjoy with family and friends.” Dunkin’s core values comprise “honesty, transparency, humility and integrity.” They want to have a company that makes customers feel comfortable with and feel they are a part of. They do this by keeping up with times that change and add diversity of what it offers.
As you can see by the SWOT analysis Dunkin' Donuts has lots of strengths. I think adding a new line of drinks could add more to their strengths. I want to introduce you to Coffee & Cream. I want to add some soft serve ice cream to the coffee. I think at holiday times you could have like vanilla ice cream added to the pumpkin spice coffee or chocolate ice cream with peppermint mocha. You could also let the customer pick the coffee and ice cream flavor to make their own unique drink. Dunkin' could add this only at holidays or everyday. They have a frozen coffee but it would be nice to add more.
I think it would add profitability to the company as customers are always looking for something new. Something they can decide for themselves, instead of only menu items. Most people like ice cream and coffee. I think putting them together would be a great opportunity for Dunkin'. Their strategy is aimed at attracting customers attention. This would certainly catch the eyes of cutomers.
References
https://www.franchise500.com/article/344459
https://visionarybusinessperson.com/dunkin-donuts-mission-statement/
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