Dunkin’ Donuts Plans book

Brittany Dattilo Ad Management

Professor Blair

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Table of contents

THE INDUSTRY 3-5 OVERVIEW INDUSTRY HISTORY CURRENT CONDITIONS INDUSTRY LEADERS

THE COMPANY 5-8 OVERVIEW HISTORY COMPANY MISSION/CULTURE TIMELINE OF EVENTS FINANCIALS THE PRODUCT 8-11 PRODUCT POSITIONING DISTRIBUTION PRICING SALES HISTORY COMPETITIVE FINANCIAL HISTORY

TARGET AUDIENCE 11

COMPETITION 12-14 TOP COMPETITORS STRENGTHS AND WEAKNESSES OF COMPETITION SWOT ANALYSIS 15

COMMUNICATION STRATEGY 16-18 RFP MARKETING OBJECTIVES/STRATEGY TARGET AUDIENCE ADVERTISING OBJECTIVES/MEDIA MIX Creative STRATEGY 19-20 CREATIVE BRIEF MAIN/BRAND MESSAGE MEDIA STRATEGY 21-23 MEDIA MIX PUBLIC RELATIONS 24-28

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The Industry

Overview: Dunkin’ Donuts is considered to be in the special eateries and coffee shops

industry. Companies in this industry operate limited service restaurants that serve

specialty snack items for consumption on-premises. Worldwide food service revenue

includes revenue from specialty eateries. These eateries bring in a total revenue of about

$3 trillion a year. The specialty eatery industry includes about 60,000 established with

combined annual revenue of about $31 billion.1 The US coffee shop industry includes

about 24,000 stores with combined annual revenue of about $12 billion.2 The coffee

industry includes about 20,000 stores with a combined revenue of $11 billion.3 Large

companies such as Dunkin’ Donuts, which Dunkin’ Brands runs, are at advantage of

purchasing, financing, and marketing.

Industry History:

The coffee industry was first discovered in Eastern Africa and entered the

America’s in the 1700’s through the French. Coffee was officially declared the national

drink of the colonized United States against the tea tax enforced by Britain.

Coffee shops were not always a think. They started to emerge out of inspiration

from the Italian coffee shop in different communities throughout the U.S. Back in the

day, coffee shops were seen as a place of entertainment where live music was played.

The coffee industry and coffee shops have boomed in the recent years. Everyday,

more than half of the adult population drinks coffee, which is about 108.9 million people.

The United States alone accounts for 52 million of those coffee drinkers mentioned

above.4

1http://subscriber.hoovers.com/H/industry360/description.html?industryId=14452http://subscriber.hoovers.com/H/industry360/description.html?industryId=18373http://www.franchisedirect.com/coffeefranchises/coffeefranchiseindustryresearchbusinessreporti/74/2204http://www.sbdcnet.org/small-business-research-reports/coffee-shop

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Today, coffee is the second largest trade commodity in the world. By the late

1900’s, major chains were starting to open which led to the mass distribution of coffee

throughout the country. Dunkin Donuts was founded as an international donut and coffee

retailer in 1950 in Massachusetts.

Current Conditions: Coffee shops account for about 45% of specialty eatery revenue; doughnut shops

account for about 15%. The industry includes national and regional chains, franchises,

and independent operators. Franchises allow individual operators to leverage a well-

known brand name and to benefit from purchasing efficiencies. Franchise agreements

generally cover a specific geographic market and outline restaurant operating

requirements, such as food preparation guidelines and quality, pricing, and hours of

operation.

Companies may require a variety of raw ingredients. A coffee shop, for example,

may purchase green coffee and roast its own blends, or it may buy roasted coffee from a

third party. If baked goods are made on the premises, ingredients such as flour, milk, and

eggs may be needed. Some specialty eateries may purchase snacks and other prepared

food items from a food distributor. Large chains may contract with suppliers to minimize

the volatility of commodity costs.5

5http://subscriber.hoovers.com/H/industry360/description.html?industryId=1445

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Industry Leaders:

SOURCE:http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1445

The Company

Overview: Dunkin’ Donuts is the world’s leading baked goods and coffee chain. This

company serves more than 3 million customers per day. Dunkin’ Donuts also sells 52

varieties of donuts and more than a dozen coffee beverages. They also serve a wide

variety of bagels, breakfast sandwiches, and other baked goods. The company’s

headquarters is currently located in Canton, Massachusetts. There are currently more

than 11,300 Dunkin’ Donuts worldwide. There are more than 8,000 Dunkin’ Donuts

restaurants in 41 states, and more than 3,200 international restaurants in 36 different

countries.6

6https://www.dunkindonuts.com/content/dunkindonuts/en/company.html

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History and Current Day:

Source: https://www.dunkindonuts.com/dunkindonuts/en/company/founder.html Dunkin’ Donuts was first founded in 1950 by a man named Bill

Rosenberg. He opened the first restaurant in Quincy,

Massachusetts. Rosenberg licensed the first of many franchises

in 1955. Dunkin’ Donuts is America’s favorite all-day everyday

stop for coffee and baked goods. Dunkin’ Donuts is a market leader in the categories of

hot coffee, iced coffee, donuts, bagels, and muffins. In addition to this, Dunkin’ Donuts

has also earned the number one ranking for customer loyalty in the coffee category.

Dunkin’ Donuts is still using the original proprietary coffee blend recipe established by

its original founder.7 Dunkin’ Donuts is currently struggling. Its total revenue was down

by 1.3%. Dunkin’ Donuts model is very attractive due to its high level of profitability,

but when unit growth is positive and sales growth is negative, there is a problem.8

Company Mission and Culture: When Bill Rosenberg founded Dunkin’ Donuts he had one thing in mind “to

make and serve the freshest, most delicious coffee and donuts quickly and courteously in

modern well-merchandised stores.” 9 Dunkin’ Donuts also has a set of priorities that they

follow. These priorities are their guests, the planet, their people, and the neighborhoods

that they serve.10

This mission is still upheld throughout Dunkin’ Donuts chains. Dunkin’ Donuts

has grown into one of America’s favorite stops for coffee and baked goods. The slogan

7http://www.dunkinbrands.com/about/donuts8http://seekingalpha.com/article/4014529-dunkin-brands-continues-struggle9http://www.dunkinbrands.com/about/donuts10http://www.dunkinbrands.com/responsibility

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“America Runs on Dunkin” is well known and has become a household and American

expression. America loves their Dunkin’ Donuts and that is why they run on it.

Timeline of Events:

1948: First Shop opened as “Open Kettle” 1950: Rosenberg decided to rename the company “Dunkin' Donuts” 1955: He began to sell his business as a franchise. 1965: Ten years after franchising, the business became global. 1972: The infamous "Munchkins" were created to be a part of the Dunkin' menu. 1997: Following the great success of a variety of donuts, breakfast sandwiches were added to the menu. 2012: With all their success, Dunkin's first mobile application was created. 2014: After almost 70 years in the business, Dunkin' Donuts has grown to have 11,000 restaurants in 33 countries and have over 1,000 items on their menu. They are also owned by Dunkin' Brands Inc., SOURCE: http://dunkindonutsmobile.weebly.com/timeline-of-events.html

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Financials:

SOURCE: http://subscriber.hoovers.com/H/company360/financialSummary.html?companyId=107680000000000&newsCompanyDuns=968580550

The Product

For years now, Dunkin’ Donuts has been a top contributor in coffee sales. With a

combination of hot and ice coffee as well as new specialty drinks with a variety of flavors,

Dunkin’ has become extremely popular. Beyond their coffee sales, donuts, muffins,

munchkins, bagels, and breakfast sandwiches contribute to about 40 percent on the

company’s sales.

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Product Positioning:

Dunkin'Donutshasfocuseditsmarketingeffortsoncoffee,taking

onStarbucksandMcDonald'sinthemorningjavabusiness.Dunkin’Donutsis

knowntobeastopduringthemorningcommute,orforamid-daypickmeupsnack.

Withmanyconvenientlocations,Dunkin’Donutswillbesuretosatisfytheneedsof

allthoseinarushinthemorningorafternoon.

Distribution: Dunkin' Donuts has long been a powerhouse in the Northeast, while Baskin-

Robbins has a stronghold in California. Dunkin' Donuts Northeast Distribution Center is

one of several member-owned cooperative distribution hubs serving Dunkin' Donuts and

Baskin-Robbins franchisees around the country. The company supplies thousands of

store locations in New England and upstate New York with ingredients and other food

products, as well as restaurant equipment and supplies. The cooperative was founded by

owners of 250 Dunkin' Donuts franchises in 1982.11

11http://subscriber.hoovers.com/H/company360/overview.html?companyId=111818000000000&newsCompanyDuns=NONE

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Pricing: Dunkin’ Donuts has priced all of their items to be rather reasonable. They also

have deals such as buying a dozen or a half dozen of donuts for a cheaper price. They

also do 50 or 100 munchkins for a certain price. Dunkin’ Donuts tries to sell different

combos, so it is more reasonable for people to buy. Through advertising, this company

tries to reach the middle class and young adults. They also try to do many different

promotions. An example of one would be .99-cent coffee the day after a NFL football

team in a consumer’s area wins a game.

Sales History:

SOURCE:http://subscriber.hoovers.com/H/company360/productsOperations.html?companyId=107680000000000&newsCompanyDuns=968580550

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Competitive Financial History:

Source:http://subscriber.hoovers.com/H/company360/competitiveLandscape.html?companyId=107680000000000&newsCompanyDuns=968580550

Target Audience

Dunkin’ Donuts target customer is in the middle class, both males and females

ranging in age from 18-45+. These consumers are coffee enthusiasts and people on to go.

The ideal Dunkin’ Donuts consumer is a working professional with a family, or a college

or high school student. Dunkin’ Donuts devotees consider themselves unpretentious and

practical and appreciate the little things in life. The consumer is practical and does not

believe in fancy marketing ploys.12

12https://www.entrepreneur.com/franchises/dunkindonuts/282304

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Competition

Top Competitors:

• Starbucks • McDonald’s • Yum! • Dairy Queen

Starbucks:

Strengths:

Starbucks is the world’s top coffee retailer. It prides itself on the cozy atmosphere that

allows people to come in and enjoy their coffee in a homey environment. Starbucks has a

variety of drinks as well as an extensive food assortment. Besides its well-established

brand image, Starbucks has partnerships with Barnes and Noble and different college

campuses. This helps make Starbucks more established and known.

Weaknesses:

Starbucks may be the top dog in the coffee shop industry, but the company’s prices are

a major downfall. Consumers often criticize the steep prices that accompany the beverages

offered. Also, the Starbucks coffee has a very strong taste, which many people do not

enjoy. At Starbucks, a consumer is getting less for their money. Consumers look at

Dunkin’ Donuts because of their reasonable prices and better tasting coffee.

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McDonald’s:

Strengths:

McDonalds is undeniably a worldwide fast food place. It has store locations in over

119 countries and became one of Dunkin’s biggest threats when it began to offer breakfast

food and gourmet coffee. Because the company is already so well established, it did not

take long before their morning meals became a success. Recently, McDonald’s began all-

day breakfast, which also started competition with Dunkin’ Donuts.

Weaknesses:

McDonalds is known across the globe, but has a reputation for quick and efficient food

lacking a certain health quality. McDonald’s is all about being cheap and having low-

quality food. This gives Dunkin’ Donuts a step up because they are cheap and have good

quality food available.

Yum!: Strengths: Yum! has a strong customer following, which means many customers return each

and everyday for these items. Also, the food sold here is of good quality and is rather

inexpensive. This company also has a wide variety of food offerings, so a consumer will

constantly be able to purchase something different if they please.

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Weaknesses:

Yum! has a very weak supply chain, which is not good if the company wants to

grow. There are also no new innovations found, so there will be no improvements. This

benefits Dunkin’ Donuts because they are constantly coming out with new things and

thinking of new ideas.

Dairy Queen: Strengths: Dairy Queen adds it’s own twist on their products, which makes them different

from products offered at many other places. This brand is also very popular among

children and adults because of their strong brand name. They have a very extensive

product line, and it is known to be of high quality. These are all reason why it is a major

competitor against Dunkin’ Donuts.

Weaknesses:

Although Dairy Queen is well known in the United States, it is not globally

known. Also, Dairy Queen carries different food, but it is mostly looked at as a dessert

brand. Dunkin’ Donuts is known both in the United States and globally. Also,

consumers know that Dunkin’ Donuts offers more than just coffee or donuts.

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SWOT Analysis

Strengths:

• Dunkin’ Donuts has a strong reputation for

both their coffee and products

• Has a strong hold of products in the North

East.

• Strong customer loyalty

• Quick and efficient service (many drive

thrus and fast service)

• Many different locations in a very close

distance.

• Good Quality and low price

Weaknesses:

• Food Allergies (Gluten-Free) line non-existent

• Lack of healthy and low calorie choices on their

menu

• Dunkin’ Donuts doesn’t market and advertise all of

the products they offer that well.

Opportunities:

• Expansion of stores in the mid-west and

West Coast

• Staring a “Treat Yourself with our Gluten-

Free Line” campaign

• Also, introduce a low calorie snack

Threats:

• Consumers looking for a healthier diet

• The expansion of Starbucks menu and their light

roast coffee

• McDonald’s all day breakfast options

• Newly rising donut shops and bakeries

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Communication Strategy

Request For Proposal: Dunkin’ Donuts is an extremely successful and established company, but there is

always room to grow. With this being said, Dunkin’ Donuts is planning to announce a

NEW Gluten Free product line and is looking for an agency to help position and launch

this new line. Gluten Free is becoming a major thing in the world today, so this would be

a good opportunity for Dunkin’ Donuts to capitalize on.

Marketing

Marketing Goals:

1. To introduce and expand the Gluten-Free product line to consumers by featuring

Gluten-Free muffins, bagels, donuts, and munchkins to consumers.

2. To stimulate social media buzz from launching the new Gluten-Free products.

3. To create support for product launch event by getting the press to cover it and

people to come to the event.

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Marketing Strategy:

Dunkin’ Donuts will begin a new campaign entitled “Dunkin’ Donuts goes Gluten

Free.” This campaign will be centered on the launch of new Gluten Free products that

more consumers can enjoy. This makes sense for Dunkin Donuts because their slogan is

“America Runs on Dunkin’.” With a Gluten Free line more of America will be able to

enjoy their treats.

This will involve launching the new product line of both snacks and coffee

flavoring, and making sure that these products are wrapped individually. This will also

go with a new series of advertising campaigns, with the new slogan attached to the

advertisements. The concentration of this campaign will be in Public Relations to

involve media and consumers with events to promote the new Gluten Free product line.

Target Audience

Primary Target Audience:

The primary target audience for the new Dunkin’ Donuts Gluten Free Line will be

middle class consumers, both male and female, ages 13-80. This audience will be those

who are Gluten Free and cannot enjoy as many snacks because they have ingredients that

feature gluten. This Gluten Free line should draw more consumers to Dunkin’ Donuts for

products that they usually can’t eat or can only purchase at the food store.

Secondary Target Audience:

The secondary target audience for the new Dunkin’ Donuts Gluten Free line would be

those consumers that are looking for a “healthier” alternative. This new Gluten Free line will

feature fewer calories and less sugar. This line will also be All Natural, so it will appeal to

more consumers

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Advertising Advertising Objectives:

In the past, Dunkin’ Donuts has advertised their products over a variety of different

markets. Dunkin’ Donuts has used print, television, radio, and social media to advertise their

products. They have also used celebrity athlete endorsements, such as Eli Manning, to create

advertisements.

For this new product lunch, the company will release new advertisements that will

attract those customers that are Gluten Free and those that are looking for healthier all

natural food options. These advertisements will be shown and consumers would feel

more inclined to go to Dunkin’ Donuts for a Gluten Free snack, instead of the nearest

food store. Since Dunkin’ Donuts is known nation wide, the advertisements will be

featured everywhere, but they will be focused more on the Northeast.

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Creative Strategy Creative Brief: 1) Why?

a) Dunkin’ Donuts is introducing a new Gluten Free product line. Gluten allergies

and Celiac Disease are increasing today. Dunkin’ Donuts wanted to one up there

competitors and begin a Gluten Free line to offer to customers. Now customers

that have Gluten allergies will be able to enjoy a snack.

2) What are we trying to achieve?

a) Dunkin’ Donuts is trying to increase brand awareness and lure in more customers

by adding this Gluten Free line and offering more low calorie options.

3) Who are we targeting?

a) The primary target audience for the new Dunkin’ Donuts Gluten Free Line will be

middle class consumers, both male and female, ages 13-80. This audience will be

those who are Gluten Free

b) The secondary target audience for the new Dunkin’ Donuts Gluten Free line

would be those consumers that are looking for a “healthier” alternative.

4) What do we know about them?

a) The primary target audience consists of men and women ages 13-80. These

people are those that have some type of Gluten allergies because they will get

very sick.

b) The secondary target audience is those that are looker for a lighter snack with

fewer calories. There will be healthier options and people that willingly took

Gluten out of their diets will be able to enjoy these products.

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Main message:

The main message of this campaign is to increase awareness of the Gluten Free product

line and to get customers to purchase these new products. Everyone should be able to enjoy a

snack, even if they have gluten allergies, and Dunkin’ Donuts is making this possible for

everyone.

Brand Message:

It is important for the advertisements and the Public Relations events to emphasize that

Dunkin’ Donuts is not changing their product line, they are adding to it. Dunkin’ Donuts

wants everyone to be able to enjoy their products and they are opening up their product life by

adding the first ever Gluten Free line. No other fast food chain restaurant has any gluten free

options to date.

Reasons to Choose Dunkin:

1. Already existing brand excellence.

2. Dunkin’ has lower calorie options available to purchase.

3. Their drinks can be enjoyed both caffeinated and un-caffeinated, perfect for any time of

day.

4. Dispersed throughout the Northeast, they are easily accessible.

5. The Gluten Free line will allow more customers to purchase their products and will let

everyone enjoy a snack.

6. Everyone deserves a snack and a cup of coffee.

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Media Strategy Media:

These advertisements will be shown on traditional media including Television, Print

Advertisements, and Radio. These advertisements will also be used on Social Media, such as

Twitter, Facebook, and Instagram. This campaign will also be strongly emphasized by using

DD Perks Rewards Program, which is the loyalty program for Dunkin’ Donuts customers.

There will also be events led by a Public Relations team to increase sales and awareness of this

new product line.

1) Television

a) Television will be a very important part of launching the new Gluten Free product line

because it will give graphic visuals and help tells a story. These advertisements will be

played during the morning, since people will be getting ready for work, and at night.

They will be played at night so people remember that Dunkin’ Donuts has this product

line and it is fresh in their mind. Since the advertisements will be played during the day

and at night, Dunkin’ Donuts and the new Gluten Free product line will be fresh on

customer’s minds.

2) Radio

a) The Radio will be a good approach to advertise the new Gluten Free product line

because most people listen to the radio on their way to work and while they are at work.

Dunkin’ Donuts will run their commercials during the morning commute times so

people remember to stop for their Gluten Free snack and cup of coffee. This will be a

good way to increase awareness of the new product and to get more customers to

Dunkin’ Donuts to purchase these products.

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3) Social Media

a) Dunkin’ Donuts already does a lot of marketing through social media outlets. These

Gluten Free product campaign will focus on platforms such as Instagram and Facebook.

The Dunkin’ Donuts DD Perks Rewards Newsletter will also be an important part to

this campaign.

4) Print

a) Print advertising allows for mass distribution and a longer shelf life. Also, print

advertisements can be passed around to the target audience. For this reason, the

company will use outdoor and print media to attract more consumers and get more

attention for the new Gluten Free line. This will help make known that Dunkin’ Donuts

has a Gluten Free line and are trying to attract attention to it.

Media Mix:

1. News and Cable TV

a. Dunkin’ Donuts commercials will run during the morning news and during

prime time television. These commercials will also be featured on channels like

The Cooking Channel. People who like food and to cook usually watch these

channels, so Gluten Free users will be able to learn more about the product.

2. Radio

a. The radio ads will run on all FM radio stations, since Gluten allergies are

becoming more popular now, we will be trying to reach those people. We will

also be trying to target those people that want a healthier snack. These

commercials will be played during the morning commute and reach out to as

many people as possible. There will not be a specific market that Dunkin’

Donuts will be trying to reach with these advertisements.

3. Facebook

a. The Donut Donuts page on Facebook already has over 6.1 million likes and

over 60,000 people are talking about it. The campaign will use this to their

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advantage and see what consumers think about the existing products and how

they will feel about the new Gluten Free product line that is being introduced.

4. Instagram

a. The Dunkin Donuts Instagram page has 990,000 followers. There will be a new

campaign launching on Instagram that will introduce customers to the new

Gluten Free line and tell them ways to try it and become more involved with the

products.

5. Billboards

a. Since billboards are located where life “happens”, it will be a great way to get

the word out about the new Gluten Free product line that is being introduced.

Also, since people will already be traveling when they see these billboards, they

will feel more inclined to stop at a Dunkin’ Donuts to try one of these new

Gluten Free and healthier snack options.

Public Relations Plan:

1. Social Media Engagement Events

a. If customers share a certain hashtag on social media they will be increasing

awareness of the Gluten Free line. The goal of this would be for customers

from all over to share this hashtag and talk to each other and the Dunkin’

Donuts company about how they feel about the new Gluten Free product line.

2. Contests/Sweepstakes

a. On Facebook and Instagram, if a customer shares a photo featuring a product

from the Gluten Free product line with the “#DDGoesGlutenFree” they will be

entered into a contest to win a year’s worth of Dunkin’ Donuts coffee and

products.

3. Special Events at Major Dunkin’ Donuts Stores

a. There will be an event held in Canton, Massachusetts, where Dunkin Donuts’

HQ is. Drew Brees, who is also Gluten-Free, will be at this event. The

customers will be able to sample the new Gluten Free line at these locations and

meet other celebrities that suffer from Gluten allergies. The customers will also

be able to win prizes just by coming to this event.

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Public Relations

Strategy:

Currently, Dunkin’ Donuts does most of their work through social media. Their

Public Relations team isn’t talked about much. Dunkin’ Donuts relies very heavily on

social media and advertisements. They constantly have commercials and advertisements

in magazines and on the radio.

Public Relations is necessary for their new Gluten Free product line. Public

Relations events and publicity will help spread aware of the gluten free line and increase

the company’s target market to gain customers that are looking for low calorie snacks or

those suffering with gluten allergies. A strong and effective public relations campaign

that incorporates the community and media is crucial if Dunkin’ Donuts wants to increase

awareness of the gluten free product line. By hosting various events, supporting

charities, and working with social media, Dunkin’ Donuts gluten free line will become a

huge success.

Objectives:

1. Hosting an event that will make consumers aware of the new Gluten-Free line

2. Donate money from purchases to the Celiac Disease Foundation.

3. Utilize social media to run promotions and to get people engaged in Dunkin’ Donuts

Gluten Free events and the new product line.

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#DDGoesGlutenFree Event:

What:

Dunkin’ Donuts will host an event that will help increase awareness of the new Gluten Free line. This event will be open to all people and the Media will be there to cover the event. All attendees will be awarded a coupon that they will be able to redeem at a local Dunkin’ Donuts for a free product. Also, there will be free samples from the Gluten Free line, so everyone that attended will be able to try the products. Customers will also be able to purchase products.

Who will be there?

Drew Brees will be the face of the event. We chose Drew Brees to promote this new Gluten Free line because he suffers from gluten allergies. Also, we chose Drew Brees because Dunkin’ Donuts already has a partnership with the NFL within advertising.

When:

This event will take place on Friday January 21, 2017 from 12 P.M. until 6 P.M. This is known as national Gluten Free Day so it is a great day to launch the new product line and invite the public to an event.

Where:

This event will take place in Canton, Massachusetts at Dunkin’ Donuts headquarters.

Purpose:

This event will interact with those that are Gluten Free and will help make known the new product line. By hosting this event, Dunkin’ Donuts is not only promoting a new line, but is also helping give back. All money raised at this event will be donated to the Gluten-Free Society. This event will be a good way to introduce consumers to the new Gluten-Free line and will make consumers more aware of the different items Dunkin’ Donuts is offering.

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#DDGoesGlutenFree Social Media Contest:

What:

This will be a contest on social media. Anyone who purchases something from the Gluten-Free line at Dunkin’ Donuts will be able to participate in this event. All the consumer will have to do is post a photo of the Gluten-Free product that they purchased with the “#DDGoesGlutenFree” in their caption. They will then be entered into a contest to win a year’s worth of free coffee and snacks from Dunkin’ Donuts.

Who:

This will target all of Dunkin’ Donuts customers. This will push non Gluten-Free customers to purchase a Gluten-Free product and for Gluten-Free customers to share photos of their products on social media.

When:

This will be a contest lasting for an entire year starting after the event on January 13. Every month fifteen winners will be picked from Facebook and Instagram based on the photos that they shared.

Where:

This will be a social media contest. It will take place on both Facebook and Instagram.

Purpose:

The purpose of this event is to get even more people informed about the Gluten-Free line and to show photos of what the line will be like. Dunkin’ Donuts has high social media following on both Facebook and Instagram. A year worth of free Dunkin’ Donuts is also something good for a customer to win just by uploading a photo of a product.

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Press Release:

CONTACT: FOR IMMEDIATE RELEASE Brittany Dattilo Media Contact 786-417-5781 Bdattilo@ddonuts.com

DUNKIN’ DONUTS HOSTS EVENT LAUNCHING GLUTEN-FREE PRODUCTS Leading Coffee and Bakery Chain Launches New Product Line

CANTON, MA (Jan. 10, 2017) – Dunkin’ Donuts, America’s all-day, everyday stop for coffee and baked goods, announced today that they will be hosting an event to promote the new Gluten-Free line. All Dunkin’ Donuts, both Gluten-Free and not, are welcome to attend the event. This event will be held on January 13, 2017, which is national Gluten Free day. The event will be held in Canton, Massachusetts which is where the Dunkin’ Donuts Headquarters is located. The event will be held from 12 P.M. until 6 P.M. Drew Braes will be featured at this event and will be available to take photos and sign autographs. There will be a small price charged for these photos and autographs, but all proceeds from the event will be donated to the Gluten-Free Society. Those in attendance will also be able to sample new products from the Gluten-Free line and will be able to purchase products that Dunkin’ Donuts sells. This event will help promote the new Gluten-Free line and will also give customers a sense of what will be available at Dunkin’ Donuts. As said above, all of the money raised at this event will be going to a great cause and will be helping those with gluten allergies. All attendees will also be given a coupon that they will be able to redeem at a Dunkin’ Donuts store anytime they would like. For more information about this event, please call us at (646) 765-4159, or visit our website at www.dunkindonuts.com/glutenfree. About Dunkin’ Donuts Founded in 1950, Dunkin' Donuts is America's favorite all-day, everyday stop for coffee and baked goods. Dunkin' Donuts is a market leader in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin' Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for 10 years running. The company has more than 12,000 restaurants in 45 countries worldwide. For more information please stop by a location, call us at (646) 765-4159 or visit us at www.dunkindonuts.com

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Evaluation 1) Social Media

a) To manage the social media engagement on Instagram and Facebook using the

“#DDGoesGlutenFree."

2) Public Relations

a) To manage the amount and number of attendees at the event.

b) To get the press coverage for the Public Relations event.

3) Product/Purchase a) To measure the redemption of the coupon that was handed out at the event to help

gauge the sales for the new product.