Dunkin Donuts
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Who doesnt know Dunkin Donuts? I bet no one does. But who still goes there? Maybe about 15% from us. Dunkin Donuts is the most successful doughnuts store in Indonesia, or maybe i should have said was. The success that they got for almost 2 decades, made them feel spoiled and complacent.
Until J.CO from Johnny Andrean came to Indonesias doughnut business. Open kitchen, cozy place, better doughnuts, make them having long queue. And then what happened to Dunkin Donuts? Snap snap snap, gone in a zip zap! Whats wrong? They didnt update their concept, so they didnt anticipate any threats, strong competitor from local brand like J.CO Donuts.
So what should they do? Imitate what J.CO has done? No! It would only make their image worse, they should make some innovations, brand new concept, make brand activation. I think they should come up with a new brand name, but still mentioning DD, i.e. Lights by Dunkin Donuts, therefore the public will notice DD but consider it as a new thing. A new thing is good, because Indonesians are nosy people, they want to know and love new, different things that they think looks and sounds cool.
What i think would be cool is making chocolate, vanilla and strawberry fountain, so that the customer would be able to dunk their own doughnuts, Indonesians like dunking their food, like they dunk oreo to milk, or dunk regal biscuit to their tea, its a common thing that sometimes become their guilty pleasure, so i think to come up with the dunking idea would be great, because they would feel comfortable knowing that their hobby is provided. But of course, DD should not let the customer do it themselves, some DD waiters should assist the customer, or else the fountain machine would be broken soon, or worse, the customer might just let their fingers in the machine which is totally disgusting.
And of course they have to develop their promotion strategy or maybe innovate and create some new plans. Making some brand activation events, free trial doughnuts, gift voucher, or maybe free small size beverage for certain amount of purchases. Because everybody loves free stuff, everybody loves getting more than what theyve bought. Also cooperate with some banks would be a good idea. Upsize for some beverages if using certain credit cards, upsize for doughnuts packs if using certain debit cards.
Interior design is also important. A total new concept for the interior, maybe jazz song playing in the room, live jazz on certain nights would be good. Soft color, cozy couch, and nice carpet would make the customer comfortable and they would experience another kind of sensation from eating doughnuts, which is good, creating new image about eating doughnuts. DD has a TV in most of their big stores, and they are quite loud, which i think not good, because people come to doughnuts store besides to fill