At a glance

Dunkin’, the quick-service restaurant chain, needed to refresh its brand to engage with consumers in new, fresh ways.

Why it matters

The quick-service category is changing fast, from the introduction of healthier menu options to offering at-home delivery. With intense competition for consumer dollars, it can be difficult for a chain to recover if it falls behind.


  • Dunkin’ put optimism at the heart of its brand revival, as it recognized that a customer visiting one of its stores typically leaves feeling more relaxed and confident.
  • Listening to its customers helped Dunkin’ reshape its menu and offer promotions that had the greatest impact.
  • Enabling frictionless experiences for consumers is an important element of the customer experience for any quick-service chain.

Dunkin’ is an iconic brand that has a long, fuzzy history anchored in storytelling.