Dunkin ‘largely managed to convert National Coffee Day to National Dunkin’ Day on September 29, with both social media mentions and pedestrian traffic increasing.
The name of the donut, sandwich and coffee chain appeared in 57% of the brand mentions on National Coffee Day on Twitter, the company Adweek said. Dunkin ‘also effectively lured customers into its stores, with daytime pedestrian traffic increasing 10% year over year (compared to declines of over 20% the day before and the day after), according to data provided by Placer. ai.
The numbers were boosted by the coffee maker’s recent ad campaign to replace the word coffee with dunkin ‘on National Coffee Day, and a promotional offer that includes a free medium or frozen coffee with every purchase.
The restaurant chain also said the increased foot traffic due to the promotional offer significantly boosted grocery sales.
Meanwhile, the company’s branded website almost sold out in 48 hours or less, and the shopping bag and sweatshirt sold out in the first few hours alone.
Drayton Martin, vp of Brand Stewardship, told fans of the brand that his name was synonymous with coffee, and it followed that National Coffee Day should really be National Dunkin ‘Day. Part of the campaign’s goal was to remind coffee drinkers that despite the changes brought on by the pandemic, Dunkin ‘is still there for them, she told Adweek.
“While consumer habits changed during the pandemic, their need for coffee has not changed,” Martin said. “They longed for dunkin ‘because we represented their normality.”
At the same time, the restaurant chain also put together care packages or kits that consist of items such as a shopping bag, K-cup pads, pre-packaged coffee, post-muesli with dunkin coffee, masks and temporary tattoos that fans could try to get an emoji post that best describes itself before coffee. It would be sent to 100 randomly selected customers. The response was immense.
“You would have thought we were giving away a million dollars,” said Martin.
The National Coffee Day push is just Dunkin’s recent effort to get customers to return to its stores after Covid-19 hit the restaurant sector badly.
For one thing, the brand entered into a partnership with TikTok star Charli D’Amelio and launched a cold brewed drink called The Charli in her honor. In addition, the plant-based alternatives to dairy products will be expanded, oat milk will be introduced in locations in the USA and beers such as a Jelly Donut IPA and a Boston Kreme Stout will be produced in collaboration with Harpoon Brewing.