Case Study: Dunkin' Donuts / Baskin-Robbins
- "Cool Choices"
When Dunkin' Brands purchased Baskin-Robbins, the
strategy was to have both franchises in the same location. In the many
of these locations, while Dunkin' Donuts continues to thrive , Baskin-Robbins
struggles to regain the standing it once held in the ice cream business.
Challenge:
- Convert a portion of the 11,000 weekly Dunkin’ Donuts
customers into Baskin-Robbins customers at select locations.
- Increase sales of Baskin Robbins ice cream and cakes.
Goal:
- Develop a promotion that will entice Dunkin’ Donuts customers
to try Baskin Robbins products, and become regular customers.
Solution:
- Ice coffee or ice cream? "Cool Choices" was a promotion
that lasted six weeks in which customers of 5 Dunkin' Donuts locations
were given a "Cool Choices" stamp card. Customers that completed
their stamp card by visiting Dunkin' Donuts ten times and Baskin-Robbins
five times, became eligible to win an invitation for four to attend
the "Mid Summer Breeze" party with New England Patriots
defensive linemen, Ty Warren and Vince Wilfork.
Results:
- MA and Freetown, MA. Ty and Vince scooped ice cream and signed autographs
for customers who purchased vouchers for ice cream cakes. Customers
were given a "Cool Choices" card for their first Baskin
Robbins visit.
Scoop Day was held on April 24, 2005. Both locations drew large
crowds and over 70 ice cream cakes were sold in total, which was well
over the monthly average for those particular stores.
The “Mid Summer Breeze” was held on July 17, 2005. The
event wrapped up the "Cool Choices"promotion where over
one hundred guests gathered to meet Ty and Vince. They guys signed
memorabilia, mingled with the crowd and took pictures with everyone.
Dunkin’ Donuts and Baskin-Robbins were pleased with the results
despite the fact there was an unusually cold spring. Baskin-Robbins
was able to see an increase in sales and repeat customers.
Ty & Vince were chosen for this promotion based upon our analysis
and BrandMatch® scores.
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