Dunkin' Donuts Company

Dunkin' Donuts

William Rosenberg founded Dunkin' Donuts Company in 1946. The original name was Industrial Luncheon Services, and it was located in Quincy Massachusetts. Two years later, William Rosenberg opened another coffee and doughnut restaurant called Open Kettle. By 1950, the name was changed to Dunkin' Donuts. The business was very successful, and in less than four years four other shops were open. Rosenberg philosophy, "Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores" and this was the beginning of a huge franchising corporation. As of today, Dunkin' Donuts has more than 6,700 locations in 29 countries, and it claims to serve more than 2.7 million customers a day. The company is America's largest retailer of coffee and donuts. It is estimated that they sell one billion cups of brewed coffee annually.

Dunkin' Donuts has more than 1,000 donut varieties along with other products. One of the best selling products is the Munchkins. In 1972, the company created a tiny, ball shaped donut hole dipped in different coatings and/or filled with jelly or crème. More than 700 million Munchkins are sold every year. The company is also well known for its successful commercials. One of the most successful commercials ran for over fifteen years, from 1980 until 1997. The slogan of choice for its commercial was "It's Worth the Trip," and today the slogan is "America Runs on Dunkin."

The demographic profile of a typical consumer buying Dunkin' Donuts is very large. The typical consumer is the middle class American, both males and females, ranging in ages from 18 to 45. The salaries range from $35,000 to $100,000 annually. The customers are coffee enthusiast, mostly people on the go, and some families. In addition, they enjoy a good cup of coffee and donut before work. For this kind of products, upfront research is not typical. Purchases are based on personal preferences and taste. The need for coffee is an innate need, while the need for Dunkin' Donuts' coffee is more acquired since it really depends on family and culture.

I got to my evoked set of options through choice of flavor and most importantly how my purchase would affect my finances. I am a full-time college student working part-time, which has a huge impact on how I spend my money. I could either enjoy life at luxury and spend $5 on a cup of coffee three days out the week and pay for the extra Starbucks logo on my cup, or I could spend $1.60 on a cup of coffee which is in my budget, and be happy with the affect of caffeine in the same way I would be affected by the $5 cup of coffee.

What made me select this product over the others was first, the financial category. Every once and a while a person can treat themselves but when I drink coffee on a regular basis, spending $5 on a cup of coffee just isn't in my budget. Secondly, the locations of Dunkin Donuts are limitless. They are not just in the places where "successful" people spend time or live. Dunkin Donuts is probably in half the gas stations and within every half mile of a block. I like the fact that Dunkin Donuts has the $.99 items from breakfast wraps to donuts you can chose from every day all day. Whereas Starbucks, you would have the option of a cookie for $1.75 that does not satisfy me personally. Dunkin Donuts also gives customers the option to fill out a survey online and upon completion of the survey; you will receive a free donut with a purchase of a medium drink or coffee. Meanwhile, I have never heard of Starbucks offering a free giveaway if you completed a survey for them. Personally, anything free is awesome.

I have influenced myself in this decision based on my financial status and what's in my budget. I have tried to tell people about Dunkin Donuts, but no one wants to listen when it comes to buying a cup of coffee. Everyone I know automatically assumes Starbucks when coffee is brought up. I walked into Dunkin Donuts alone because I had little money and needed caffeine, and I could not get find it in me to spend $5 on a medium, sugar filled cup of coffee.

After several purchases at Dunkin Donuts, I would definitely purchase this product again. Dunkin Donuts plays a major part in my life because they offer amazing coffee and sweets. Not to mention, they are conveniently located at almost every corner, which makes it very easy for me to get my coffee fix. Since I go to Dunkin Donuts regularly, I would recommend Dunkin Donuts because the prices are more reasonable than Starbucks and with me being a college student and a mother - price is a major factor.

I believe I can influence others to go to Dunkin Donuts because who doesn't like donuts. Dunkin's products are very well known and the coffee is good, and they have a variety of donuts, and other