Dunkin Donuts Case Discussion
Dunkin Donuts uses voice with their loyalty program, plus payment to serve via Google(Waze) and General Motors.
With Waze ”order ahead”, on the go mobile ordering happens faster.
http://www.mmaglobal.com/case-study-hub/case_studies/view/46297
Additional background: Dunkin’Donuts #WTS (Best in Show)
http://www.mmaglobal.com/case-study-hub/case_studies/view/41249
Navigation apps can personalized the driving experience and present new opportunities to engage. Dunkin’ Donuts partnered with Waze ( a google company) to save customers time on the road and reduce wait time in stores in lines with an ‘On the Go Mobile Ordering” system. All the user needs to do is search for the closest location in Waze and then tap the “order ahead” button to launch the in app order experience. This is a navigation friendly app that personalizes the drive to the DD location, while making the fans more satisfied . All Waze users are using a mobile device. They targeted using the keywords, ”coffee “and Dunkin” in the app.
Waze pinned the DD locations on the app, and the ad creative asked users to save a “how to” video to their Waze inbodx to watch once they completed the drive for their order.
Messaging then was used to keep the audience engaged with the brand. More messages, such as a “reminde me” call to action go them to comeback with a follow up push notification for those opted in. This result in a 300% better return that the standard, “Perks Download App”, ads, mentioned later in this case. Integrating with Waze proved to be good for earned media, as they also received 1.4 Billion media/ PR impression via the Associated Press news releases.
In addition, Dunkin’ Donuts allowed mobile users to order from general Motors’ new line of cars, allowing drivers to use GM’s app Marketplace, located in the car dashboard.
Scale is an issue for DD since mobile orders accounted for only 3 percent Dunkin Donuts’ total transaction at the end of 2017, according to the company. The GM and Google partnership allows for some of that scale. Sherrill Kaplan of digital marketing and innovation at Dunkin Donuts said,” Our Mobile ordering platform is not that old, but we realize that not everyone is going to download the mobile app and use it every day.”
DD loyalty program requires membership to DD Perks to place the orders. To enroll, consumers have to download the Dunkin’ mobile app, or visit the reward website and provide information including their name, email and zip code. DD Perks allows the company to gather data, but enrollment is another step consumers must take before being able to place an order. While 8 people have signed up for the program since it was introduced in 2014, that’s small compared to the 3 million people the company says it serves every day.
Source: Liffering, Illyse(20218)
Answer this.
- Why does Dunkin’ Donuts app appeal to today’s tech adopters? Describe the different ways that appeal to the time starved who are seeking something different? (200 words)
- Can you think of another industry where they solve the problems of convenience for those in a hurry? Would experience would you recommend for the app that answers this need? Describe the app, the industry and the satisfaction it would produce. (200 words)
- What other apps would GM want to add to their App Store? How can they monetize the app? (150 words)
Your paper should be 2 pages, not counting your cover sheet or references. Be sure to discuss concepts from the text and any additional readings. Your paper should have two scholarly references, in addition to the textbook. These should be properly cited and referenced in APA7 format.