Dunkin' Donuts embraces social, local and mobile

Stephen Whiteside

"Hell hath no fury like a consumer who drives to a Dunkin' Donuts and finds it is closed," Scott Hudler, vice president, global consumer engagement, at Dunkin' Brands, told delegates at the Corporate Social Media Summit, held in New York in mid-2013. "You don't want to be in that situation. If it closes at ten, and they show up at 10:01, you don't want to be the person working the store that day."

In a bid to avert such a scenario, the firm has ramped up its activity on mobile. Although this channel may not seem as obvious a fit for Dunkin' Donuts as self-avowedly tech-savvy operators like Starbucks, it actually dovetails neatly with the chain's purpose. "We've made mobile really kind of the centre of all our efforts because we're a brand for people that are on the go. We get you running and keep you running," Hudler revealed. "You could almost say it's first and last."