The New Dunkin’ Donuts
Posted October 1st, 2008 by admin
in
What do you think of when you think of Dunkin’ Donuts? Chances are, you might be envisioning a hot, stimulating cup of coffee instead of a sugary treat. That’s because a few years ago, CEO Jon Luther led the brand through a fundamental change. Instead of being known as a food-based business, the focus shifted to beverages. A change like this might have seemed impossible to some; after all, ‘donuts’ are in the name of the stores themselves. But through a company-wide values emphasis and marketing savvy, Luther and his team were able to bring Dunkin’ Donuts to the forefront of competition.
When Luther took the reins of Dunkin’, the Atkins Diet and low-carb phenomenon were just beginning to cause a frenzy for low-carb foods – and a backlash against highly-processed confections. Dwindling sales and brand presence meant that something needed to change. Luther energized his troops by promoting corporate-wide values such as honesty, humility, and integrity. Those who didn’t want to get on board simply were out, leaving Luther with a group dedicated to re-launching and re-vamping the Dunkin’ brand. By switching from traditional, baking-focused ads to spots that featured busy people fueled by Dunkin’ Donuts coffee, the company was able to portray themselves as an integral part of the day rather than a special, occasional treat. The data suggests a smashing success for Luther and his company: Dunkin’ and Baskin Robbins are averaging $6.6 billion in sales per year. The new slogan, “America runs on Dunkin’” quickly became the motto for caffeinated professionals everywhere, and the rest is history.
Other Brofessional Articles
Net worth refers to the value of total assets minus total liabilities of an individual or a company.
Ok Bros, did you know that only 25% of all e-mails sent at work are actually productive? Some experts believe that even that small number is inflated.
If all the world’s a stage, Monday was a downright tragedy on Wall Street.
Any busy Brofessional knows it can be tough to balance the demands of a busy career and a relationship.
In today’s dynamic corporate culture of new technology and innovation, one old-school skill is still in demand: golfing.
As a multi-tasking professional, you probably don’t have the time to devote to preparing four-course meals.
In May 2008, the top five social networking sites were as follows: MySpace, Facebook, Classmates Online, LinkedIn, and Windows Live Spaces.
You’ve heard the saying, but does it apply to real life? Not in every situation.
According to “Restaurant” magazine, the French Laundry restaurant located in Yountville, California (in the Napa Valley), has the best cuisine in the United States.
