4. RESEARCH FINDINGS
MAC SHIMMON DUNKIN DONUTS VP OF EMERGING MARKETS
TALKS ABOUT THE VALUE SEEKING TRIBE MEMBERS IN THE
WEST THAT DON'T YET KNOW THAT THEY ARE A PART OF
THE DD TRIBE.
FOOD INDUSTRY CONSULTANT DARREN TRISTANO FROM
TECHNOMICS: DESCRIBES DD’S AS LOWER THROUGH MIDDLE
CLASS LOOKING FOR VALUE - A VERY GOOD COFFEE FOR A
GOOD PRICE.
SIMPLICITY AND QUICK SERVICE MODEL: CUSTOMERS ARE
IN & OUT NOT LINGERING LIKE IN STARBUCKS.
10,000 NEW STORES WEST OF THE MISSISSIPPI PLANNED
FOR NEXT DECADE
9. CREATIVE CONCEPTS
OUR COMMUNICATION IS
UNPRETENTIOUS, HONEST AND
CANDID. WE WANT TO SPEAK TO OUR
AUDIENCE IN THE SAME WAY THEY
SPEAK TO THEIR FRIENDS BY
PRESENTING A PERSONALITY THAT
OUR TARGET WILL RELATE TO, AND
FEEL SMART ABOUT CHOOSING
DUNKIN’ DONUTS.