Branding

Let’s face it, coffee houses aren’t exactly one-of-a-kind anymore. Walk around any big city and they’re on every block. While Dunkin’ Donuts is not your typical coffee house with big comfy couches, free wifi, big mugs, and art hanging on the walls, they still tend to be on every block. In Hamden, where I grew up, it seemed a new one popped up every year. I can name eight locations without even trying. So what makes Dunkin’ Donuts different than other coffee chains like Starbucks or Tim Horton’s?

In order to find Dunkin’s uniqueness I think it’s important to do as Halvorson says and “identify your organization’s competitive advantages and unique qualities.” Dunkin’ Donuts has a diverse menu and cheap prices, while that’s a definite advantage, it isn’t necessarily what makes them unique. What makes Dunkin’ Donuts unique is the enthusiasm the company puts behind every product. Every time a new item is introduced to the menu there is an energetic commercial. Even Dunkin’ Donuts’ trademark colors are energetic. Hot pink and bright orange are not very relaxing. They give off the same get up and go mentality that Dunkin’s target market has.

I always get a pretentious, hipster feeling at places like Starbucks or privately owned coffee shops. It’s like I need to fit a certain look to hang out there. Not that I do much hanging out. I’m one of those get in-get coffee-get out kind of people, or better yet, drive-thru. Dunkin’ Donuts has never been one of those places though. Even when coffee shops became chic in the 90’s, Dunkin’ never tried to become something it isn’t.

The Dunkin’ Donuts model of coffee and a donut has worked since Bill Rosenberg opened his first shop in 1948. There was never anything overly special about it. Back in the 40’s and 50’s if he tried to do anything Starbucksey people probably would have thought he was trying too hard and the business would have never become what it has. The simplicity and down-to-earth-ness of Dunkin’ Donuts is really a key to its success. On any given day, you can see a variety of people in line or in the drive-thru on their way to work. I think having a large assortment of customer types is a testament to how Dunkin’ Donuts has managed to keep that simple format. I think the most recent slogan “America runs on Dunkin’” was created around the idea that Dunkin’ Donuts serves so many different kinds of people. Aside from it trying to be obvious that Dunkin’ Donuts is a nationwide company that serves millions of cups of coffee every day, if you look a little deeper, saying that “America runs on Dunkin’” represents the eclectic mix of Dunkin’s consumers. Get it? Because America is supposed to be a melting pot? Did I just go to far? Maybe, but if you think about it, it’s true.

The laid back mentality that runs Dunkin’ Donuts is represented in its name. Have you ever heard anyone pronounce it “dunking doughnuts?” No? Didn’t think so. By using slang by dropping the ‘g’ and replacing it with an apostrophe, and misspelling doughnut in a way that is actually easier to spell gives the customer a feeling of relatablity right off the bat. Even if the company name actually was Dunking Doughnuts, people would still pronounce it “dunkin’ donuts.” This way it shows the customer “We’re just like you. We speak like you. We work like you.”

Dunkin’ Donuts definitely creates its own talkability with the ads for its products. Like I said before, the enthusiasm that Dunkin’ puts behind its products is what makes it unique as far as coffee houses go, but it’s also what gets people talking. Dunkin’ Donuts’s commercials use humor by showing chaotic, yet average, American lives. Even if it isn’t 100% positive talk, as I have found with the newest tuna and chicken sandwiches, any publicity is good publicity. As long as people are using the words “Dunkin’ Donuts” it’s always a good thing.