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Officials for Dunkin’ Brands, the parent company of Dunkin’ Donuts and Baskin-Robbins, have big plans for Dunkin’ Donuts in the next two years. Customer loyalty is abound at Dunkin’ Donuts and plans call for 1,000 new stores to be built by the end of 2020.
What’s more, 90 percent of the new stores will be built outside the Northeast. The company intends to have more than 18,000 Dunkin’ Donuts restaurants in the U.S.
“We continue to see significant growth opportunity for the Dunkin’ Donuts brand here in the U.S. and are excited to continue expanding to keep more Americans running on Dunkin’ than ever before,” Sherrill Kaplan, VP of Digital Marketing and Innovation for Dunkin’ Brands, told Loyalty360. “As we continue to grow our presence across the country, we’ll continue to work on making our brand even more convenient for our guests, including through initiatives such as On-the-Go Mobile Ordering, delivery, and curbside pick-up.”
Dunkin’ Donuts’ DD Perks l program has been a key strategic pillar for the brand and a key differentiator in the competitive coffee space, Kaplan noted.
“Through DD Perks, we’re able to reward our guests for their loyalty, and also further strengthen our relationships on a 1-to-1 basis with our guests,” Kaplan explained. “During 2017, Dunkin’ Donuts added more than two million members to its DD Perks program, bringing total membership to approximately eight million members. Additionally, On-the-Go Mobile Ordering, a benefit only available to DD Perks members, is proving very popular and had a retrial rate of 80 percent. We’ll continue to listen to our consumers and look for ways to continually improve the DD Perks experience to make it even more meaningful for our guests.”
Kaplan said company officials have learned quite a bit since launching the DD Perks l program four years ago.
“One of those insights was around how guests wanted the ability to earn DD Perks points regardless of their payment method,” Kaplan said. “Dunkin’ Donuts
What’s more, company officials are constantly exploring new menu items to provide their busy, on-the-go guests with even more options any time of day.
“We have an excellent core menu of coffee and espresso beverages, sandwiches, and baked goods, and look to LTOs (limited time offers) as well as offer special seasonal flavors to enhance our all-day menu,” Kaplan added.
Mobile-order drive-thru lanes are part of Dunkin’s future as well.
“An exclusive On-the-Go drive-thru lane lets DD Perks members who order ahead via Dunkin’s Mobile App bypass the ordering lane and merge straight into the line for the pickup window,” Kaplan explained. “Dunkin’ Donuts is the first national restaurant brand to offer this type of drive-thru innovation and convenience. Our drive thru speed is already best-in-class, but we expect an even faster experience for guests using the mobile ordering only lane.”
Employee training will also be a key component of Dunkin’s grand plan.
“We continue to evolve our training materials for our franchisees and their crew members to ensure they’re able to offer the fast, friendly service, and high-quality menu items our guests have come to know and love from Dunkin’ Donuts,” she said. “This includes an online Dunkin’ University where franchisees’ crew members can view short, snackable training videos to learn how to make the newest products from Dunkin’ Donuts and learn additional skills.”
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