The way Dunkin donut consumers is changing. Across the country, morning commutes are largely on hold, and it’s shifted guest routines from early morning to mid-day, particularly the 11 a.m. to 2 p.m. window.
According to mobile location analytics platform Placer.ai, in May and June of 2019, Dunkin’ saw 7.6 percent of its visits flow from 6 to 8 a.m. Fast forward to pandemic times, and the number fell to 5.7 percent.
But Dunkin’ has not watched this dynamic unfold passively from the sidelines. It’s responded with innovation designed for mid-day guests, like Matcha Lattes and Dunkin’ Refreshers, which hit the market with a $2 offer. The latter drove high trial, U.S. brand president Scott Murphy said last week, by filling new and existing gaps, including a younger, more female demographic. In fact, Dunkin’ Refreshers proved to be the brand’s most successful new product offering since Cold Brew four years ago. It carried an attachment rate of 70 percent an average check just under $7.
Yet arguably the most buzzed-about Dunkin’ pandemic promotion was something concepted pre-crisis—Free Donut Fridays. Originally introduced in March, Dunkin’ decided to extend the offer through May “to bring guests a smile during a time when they needed it most.” DD Perks members were eligible for a free classic donut with the purchase of any beverage.
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