STRATEGIC MANAGEMENT PAPER OUTLINE

DUNKIN’ DONUTS
I. Company Background

William Rosenberg, the founder of the international coffee and donut chain Dunkin’
Donuts, was born in Massachusetts in 1916 and raised in the Dorchester neighborhood
of Boston. Rosenberg left middle school in eighth grade to help support his family, which
had lost their family business during the great depression. A natural entrepreneur as a
boy, Rosenberg purportedly transported a block of ice to a New Hampshire racetrack
and sold ice chips for 10 cents each, earning himself $171.00 in a single day. After
working a variety of jobs, including working as a telegram delivery boy for Western
Union when he was just 14, Rosenberg landed a job driving an ice cream truck when he
was 17 and worked his way up to management by the time he was 20.

Dunkin’ Donuts is one of the world’s leading baked goods and coffee chain founded in
1950 by Bill Rosenberg who set up the first Dunkin’ Donuts shop and Quincy MA. Five
years later the company became franchise legacy. It grew from its values that lie in
believing in the needs of its customers and to provide the best food, beverages and the
best of everything that goes beyond a cup of coffee to make the communities better off.
To date it has served more than 3 million customers across the US while supplying more
than 50 varieties of premium beverages, breakfast, sandwiches and baked foods. It has
12,000 restaurants worldwide, and that is 8600 restaurants in 41 states across the USA,
and over 3200 restaurants across 36 countries. 30 cups of coffee are sold per second
(Mccue, 2017). Dunkin’ Donuts is the subsidiary of the Dunkin Brands Inc.
Dunkin’ Donuts has a unique creation of its products with exciting flavors made by its
chefs to satisfy its targeted customers, and above, to prioritize the needs and to remain
loyal to the tastes and time of its customers. Dunkin’ Donuts originally created items,
tastes, looks and shapes, all indirectly shows off the company’s slogans ‘America runs on
Dunkin’’. Dunkin’ Donuts targets all class of the population while being careful not to
alienate its traditional customer base. Dunkin’s customers are seen as ‘tribe’ that
enabled it to sustain the waves of tougher economic crisis in 2009 when its rival coffee
shop faced a fall in demands.

Dunkin’ Donuts is all about ‘going after the average Joe’ and for four consecutive years it
has been ranked as the number one in the coffee category on the customer loyalty
survey, that is, it is ahead of number-two Starbucks. It has been the top brand exceeding
the customers’ expectations with respect to quality, taste and customer service. On the
Brand Index rating, Dunkin’ Donuts overall score is double than that of McDonalds and
triple than that of Starbucks.
Dunkin’ Donuts is committed to contributing to the community welfare and since 2006,
it has been deeply embedded in communities across the US and donated over $11
million to hundreds of national and local charities through ‘The Joy in Childhood
Foundation’ .

The company also offers five hours volunteer time to its employees to perform
community service, and that is over 3,000 hours per year to support great causes, such
as filling bag-packs with nutritious food for children in need, blood donations and
cleaning up local parks. The Dunkin’ Brands believe in the culture for diversity and
inclusion (Dunkin Community Involvement).

Dunkin’ Mission Statement

To be the leading provider of the wide range delicious beverages & baked product
around the kingdom in a convenient, relaxed, friendly environment, that insures the
highest level of quality product and best value for money.

Dunkin’ Vision Statement

To be always the desired place for great coffee beverages and delicious complementary
donuts & bakery products to enjoy with family and friends.

Objectives
These are the stated programs and campaigns of Dunkin Donuts for their business
growth.
Its first objective is to expand its restaurant outlets on much wider geography on both
local and international grounds. Therefore, the company has embarked on an aggressive
outlet expansion to benefit from the growing demand for coffee.
Dunkin’ Donuts strive to add a unique style in presenting its product and also to focus on
a variety of donuts especially designed for diabetics and obese customers. This implies
that Dunkin’ will be competing on the quality of its products, which relates to value
 pricing with one segment of customers being able to buy these products at affordable
prices.
Dunkin’ intends to offer its products to sell in its high street restaurants, in supermarkets
for its packed coffees, and online to satisfy a wide range of customers. One way to
differentiate its service from other competitors.
The DD Perks Rewards loyalty program, which was introduced nationwide in January
2014, is fully integrated into the app. Members earn five points for every dollar they
spend on qualifying purchases at Dunkin’ Donuts when they pay using an enrolled
Dunkin’ Donuts Card.

Policy
Uniform Policy
The dress code at Dunkin’ Donuts is a uniform. The Dunkin’ Donut uniform starts with a
crisp white polo shirt. That white polo is layered under the brown apron and topped
with a Dunkin’ Donuts branded visor. Dunkin’ requires either khakis or jeans, however, it
does not allow employees to wear black jeans. Dunkin’ Donuts also requires all workers
to wear black, rubber-soled, and closed-toe shoes. Dunkin’ Donuts dress code does not
allow employees to wear excessive makeup or jewelry as the company wants its
employees to maintain a clean, friendly image for the brand.

Privacy policy

This privacy policy applies to your access and use of the Dunkin’ online services,
including use of our websites, mobile applications, loyalty program, stored value cards
and other online programs (“dd online services”). By downloading or using any of the dd
online services, you are agreeing that you have read and agree to be bound by this
privacy policy. If you disagree with any part of this privacy policy, then please do not use
any of the dd online services.

II. Internal Environment

III. External Environment

IV. Analysis of Strategic Factors