Dunkin Donuts: Social Media Presence And Mission Statement

All across the world there are many brands and businesses well known to society. Dunkin Donuts is one of those businesses that has become quite the franchise. Dunkin started as a small business then grew into a franchise in just a few years. Today they are well known across the United States as well as other countries. Dunkin from a small business to a franchise has a mission statement that they try very hard to live up to as well as a large social media presence on several different media platforms.

Bill Rosenberg opened a doughnut restaurant named ‘Open Kettle’ in 1948 on Southern Artery in Quincy Massachusetts. In 1950 the restaurant was renamed ‘Dunkin Donuts’, the first franchise of the restaurant sign in 1955 in Worchester Massachusetts. (Boston Globe). In 1948 ‘Open kettle would have been considered a small business because it was independently owned and operated for profit and was not dominant in its field. In 1955 is when the business became a franchise, a license to operate an individually owned business as if it were part of a chain of outlet stores. (Kapoor).

Dunkin went from a small business to a franchise in just a few years. In 1963 the 100th franchise opened. They released Munchkins in 1972 and in 1973 they opened their 1,000th franchise. In 1990 they opened their 2,000th and two years later in 1992 they opened their 3,000th franchise. (Boston Globe). Dunkin has 11,300 restaurants worldwide, over 8,500 restaurants in 41 states and over 3200 international restaurants across 36 countries. (Dunkin'). Dunkin Donuts mission statement is “'To be the leading provider of the wide range delicious beverages and baked product around the kingdom in a convenient, relaxed, friendly environment, that insures the highest level of quality product and best value for money.” (Mission).

Which Dunkin is the world’s leading baked goods and coffee chain, serving more than 3 million customers every day. (Dunkin'). On an average day Dunkin will sell about 60 cups of freshly brewed coffee every second, that is roughly two billion cups pf coffee sold around the world every year. The coffee truly is freshly brewed, if not used within eighteen minutes coffee is discarded and a fresh pot is brewed. Dunkin sells about 209.9 billion doughnuts every year. They have a wide range of doughnuts they have created hundreds of flavors and have more than 70 doughnuts on their menu. (Naru).

Social media has the ability to allow shoppers to access opinions, recommendations, and referrals from other people. (Kapoor). Dunkin Donuts is on social media, they created their Facebook page and Twitter account in late 2008. Dunkin now has a presence on Facebook, Twitter, Google plus, YouTube, Pinterest, and Instagram. They have created national doughnut day which is June 1st and run the slogan ‘America runs on Dunkin’. (Sohn). Dunkin actually teamed up with a company based out of Boston Massachusetts called Saucony and created a unique running shoe.

The shoe was designed to look like a strawberry doughnut with rainbow sprinkles, being pink on the soles and white with sprinkles. Fans were so excited for this that the shoe sold out in just three days. (Naru). The ‘America runs on Dunkin’ campaign started in 2006. (Boston Globe).

Dunkin has fifteen million seven hundred sixty-four thousand sixty-six followers on Facebook since starting the page in 2008. They also have a three-and-a-half-star rating on Facebook (Dunkin Facebook). They have one billion twenty-one million followers on Twitter since creating the account in 2008. (Dunkin Twitter).

Dunkin also has a mobile app in which you can make your order up to twenty-four hours in advance and skip the wait in line, only available to Dunkin perk members. (Naru)