Student: Allyson O’Connor*
Mentor: Michael Zhang
Dunkin’ Donuts is a franchise that specializes in coffee and donut distribution for the Quick Service Restaurant industry. First opened in 1950 in Massachusetts, Dunkin’ Donuts has since been expanding across the US into over 36 states and 32 countries worldwide. The company plans to continue expanding in terms of both locations and services by adding new stores into new markets on the West Coast and editing their menus to meet customer needs. Dunkin’ Donuts aims to “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores”. The mission and vision statements reflect the company’s dedication to its customers, community, environment, and employees. The key values, including honesty, fairness, integrity, etc., have helped Dunkin’ to become the world’s leading baked goods and coffee chain. The company’s main threats include competition from other restaurants, society’s movement toward healthy eating, the ability for consumers to produce the products themselves, litigation with its franchises, increasing cost of raw materials, dependence on computer systems for operations, and potential fluctuations in exchange rates. Meanwhile, the company faces opportunities with new, healthy additions to its menu, Western domestic expansion, international expansion, an evolving marketing strategy, and future franchises. Customers recognize the steaming coffee cup logo and the signature pink and orange font as a brand that has given consistent taste and speedy service. These qualities have helped developed intangible resources for Dunkin’ such as customer loyalty and a high market share. Although the market is considered mature, leaders like Dunkin’ Donuts will only continue to expand and evolve. The SWOT analysis looks deeply at Dunkin’ Donuts strengths, weaknesses, opportunities, threats, and future. Analyzing a brand can help target areas of potential improvement and strong points. It is imperative that a company know itself and its external environment in order to be successful.