A pink frosted donut with pink sprinkles on a white background.

Donuts

Dunkin’ Donuts

Healthy Donuts 101

Born from a desire to ‘healthify’ the industry, this case study explored a detailed marketing plan to introduce ‘healthy donuts’ to the Singaporean market.

THE HISTORY OF DUNKIN DONUTS

Since 1950: the number of Dunkin Donuts has increased to more than 12,000 stores worldwide, locations in 45 countries. The company dishes out close to 1.9 Billion cups of hot and iced coffee every year. Since 1950, the number of Dunkin Donuts has increased to more than 12,000 stores worldwide, with locations in 45 countries. The company dishes out close to 1.9 billion cups of hot and iced coffee every year.

Black and white photo of a Dunkin' Donuts store with vintage cars parked in front.

William Rosenburg, Founder

Black and white photo of a middle-aged man wearing a suit and tie, smiling at the camera.

‘‘Our objective has always been to make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores’’

Brand Values

What Dunkin' Stands For

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What Dunkin' Stands For 〰️

INNOVATIVE

QUALITY

FUN

CONVENIENT

VALUE

What Dunkin' Stands For

〰️

What Dunkin' Stands For 〰️

Animated cartoon donut character with pink frosting, sprinkles, and brown base, wearing white shoes, white gloves, and making an okay sign with one hand and walking

The Challenge

The perception of donuts as ‘healthy’ does not exist in the market as a whole, much less the Singaporean market, despite heavy competition and innovation.

Black and white photo of four donuts with icing on a cloth, two with a bite taken out, two intact, with two coffee mugs in the background.
A person with red hair, wearing a navy jacket and white pants, holding a pink drink, standing next to a large colored block chart with pink, white, and gray sections.

SWOT Analysis

This SWOT analysis aims to examine the concrete strengths, weaknesses, opportunities, and threats of the marketing campaign.

This SWOT analysis aims to examine the concrete strengths, weaknesses, opportunities, and threats of the marketing campaign.

STRENGTHS

〰️

STRENGTHS 〰️

  • Strong brand recognition with 11,000+ locations across 36 countries. Offers convenience like drive-throughs 

  • Successful Franchise Model that uses 4 pillars.

  • Smart marketing strategies that cater to blue collar workers while keeping white collar workers in mind. 

  • International expansion with a focus on China, the Middle East, and Europe.

  • Opportunities for market expansion.

  • Target the health segment - introduce low calorie options.

WEAKNESSES

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WEAKNESSES 〰️

  • Poor franchise relationships due to rifts with franchise owners and numerous lawsuits. 

  • Delayed expansion in developing countries.

  • Direct competition from Krispy Kreme & Starbucks. 

  • Local competition from shops in local territories.

  • Strong competition from J. Co & Krispy Kreme 

  • Competition from local coffee shops

  • Cultural shifts lead to a negative perception of large brands.

  • People are moving to healthier ways of eating.

OPPORTUNITIES

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OPPORTUNITIES 〰️

THREATS

〰️

THREATS 〰️

Persona - Adults aged 16-25

Health Conscious

Tech-Savvy Groups
Halal-Certified
Middle-income targeting

THE YOUTH

Youth determine the purchasing habits of their families. They decide the next holiday or which car to buy next - even simple meal choices are influenced by youth.

Why them?

Larger Spending Power
Health-conscious

The buying power of children and youth has increased exponentially over time so it makes sense for this campaign to target them.

Influence Purchasing Decisions

THE YOUTH

POST-HOLIDAYS

About half of this extra weight that was put on during the holidays was lost soon after it was put on but the other half of the weight remained until summer and beyond

POST-HOLIDAYS

Why then?

Aim to lose weight
Health-conscious

Advertising Strategies

A colorful, three-dimensional Möbius strip with a rainbow gradient against a black background.

Discounts & Loyalty Schemes

Special discounts will be offered for recurring customers as well as a special loyalty program titled ‘The Heath Nuts’ for people who opt in for healthy donuts.

CUSTOMER RETENTION

Colorful torus floating against a black background

Use of Coupons & Vouchers

Coupons and Vouchers will be provided to new and recurring customers to increase satisfaction and act as a promotion medium.

CUSTOMER SATISFACTION

Colorful 3D animated pill-shaped objects arranged in an 'X' shape against a black background.

Giving out Free Product Samples

Free product samples will be given out at Dunkin stores and in supermarkets around Singapore to generate buzz.

CUSTOMER INTRIGUE

Colorful neon spiral wire sculpture on black background

Social Media Advertising

Clever, hook-based advertisements will be spread across all social platforms to raise awareness of healthy donuts and position Dunkin’ as the leader in health-conscious donuts.

CUSTOMER RESONANCE

Reinventing Healthy

A woman with light brown hair, wearing a beige tank top and a black pendant necklace, is sitting outdoors at a table, reading a menu or brochure, with a view of the ocean and rocky cliff in the background.
Three chocolate donuts with white icing and white flower sprinkles on a rectangular ceramic plate, with a small white bowl of sprinkles in the background and a wooden spoon of sprinkles in the foreground.
Blue raffle tickets in a white container.

Custom menus, custom donuts and promotions

Person filling middle of round, golden-brown donuts with red jelly using a piping bag on a white marble surface.

THROUGH CAPTIVATING PHOTOGRAPHY THAT TRANSFORMS HOW DONUTS CAN BE PERCEIVED AS HEALTHY

Changing

Perceptions can be changed in a wide variety of ways, and creative execution through photography is a powerful medium.

Perceptions

THROUGH CAPTIVATING DESIGN THAT TRANSFORMS HOW DONUTS CAN BE PERCEIVED AS HEALTHY

Rolling out cookie dough on a floured surface, with circular cutouts, a rolling pin, and baking ingredients.

Here are the results….

20%

increase in donut sales

25%

increase in donut trials

50%

increase in social mentions

A young man with dreadlocks and dark skin has white frosting on his nose and lips, standing against a light blue background.