Dunkin Donuts Research Paper

America runs on Dunkin.” – Dunkin’ Donuts It’s impeccable how much impact a cup of coffee has on society. After all, it is supposedly what keeps America running every day. But, it’s not just one cup of coffee. It’s a series of excellent products, positive experiences, consistency, great service, affordable prices, location accessibility and more that help Dunkin’ Donuts provide 40 countries with coffee and its side-kick of donuts (Dunkin' Donuts, 2014). As a low-cost consumer good, coffee providers have some strong competition like Starbucks, McDonald’s and Tim Hortons (Hawley, J., 2015). The coffee industry is so diverse that competition for brand-name coffee is a constant battle. Plus there are various producers and styles of coffee around the world, like Cuban coffee, French press coffee, American specialty coffee drinks and more, not to mention local coffee shop competition as well. Competition is

Location: 11,300+ stores in 40 countries (Dunkin' Donuts, 2014)

Demographic Age: All ages (families, students, working class, elderly)

Social class: middle class, affordable for lower class

Income: All ranges, lower-middle income

Gender: Not geared towards a certain gender

Race and ethnicity: Many cultures, expanded internationally, room for growth

Occupation: student, working class, retired, parents/families

Psychographic Activities: people who work, pursuing education, traveling or need boost of energy

Interests: Coffee-fanatic, donut-fan

Motivation: need energy and caffeine fast, quick service

Behavioral Benefits: quick service, efficient, good for on-the-go people, additional items for purchase, family-friendly, open early/open late/some 24 hours, frequent promotions

Usage patterns: more coffee drinkers in the morning, caffeine pick-me-up, tourists, businesses (morning meetings)

Target