Dunkin’ Sprints Into the Future
By Sara Shaw • August 17, 2018
“There’s never been a better time to be part of the Dunkin’ Donuts brand, and we’re excited about our brand’s future,” said cheif marketing officer Tony Weisman. Recognizing that success in the competitive quick-service environment requires steady performance in the present as well as an eye on the future, Dunkin’ executives have continued to explore ways in which they might build on the brand’s well-established heritage while delivering modern and relevant experiences capable of fueling sustainable, long-term growth.
Central to that effort is Dunkin’s DD Perks rewards program and online and mobile ordering. Powered by more than 2 million new enrollees in 2017, the loyalty program is pushing toward 9 million members. Enter Dunkin’s NextGen store, the first of which opened in Quincy, Massachusetts, in January. “Our new store design emphasizes and enhances the unparalleled speed and convenience that distinguishes Dunkin’ from competitors,” Weisman said.