Dunkin’ Donuts – Southern Nevada Launch

SUMMARY:

In 2007, Dunkin’ Donuts, the largest coffee and baked goods chain in the world, announced plans to open more than 60 locations in Southern Nevada. DD hired impress communications, now The Ferraro Group, to develop a launch plan that communicated the retailer’s key message: Dunkin’ Donuts is fulfilling a growing demand in the marketplace for great coffee and delicious food and beverages that are fresh, fast and affordable, and that people can enjoy any time of day.

PLANNING / IMPLEMENTATION:

impress communications created a strategic communications plan for DD’s Southern Nevada launch to create a consistent, positive public perception of the retailer. The overall goal of the plan was to promote DD’s emergence in the Southern Nevada market in a positive light, building credibility through community and charitable efforts, and maintaining consistent media and overall community exposure. The target audience for the launch included local public officials, media, area businesses, a local school and residents.

Beginning in August 2007, impress communications implemented its public relations plan. Prior to the official opening of DD’s first Southern Nevada location at 409 E. Silverado Ranch Blvd. on Oct. 16, 2007, impress communications coordinated a teaser campaign to promote excitement among the local media and the community. Week-long radio/TV drops of DD’s menu items were conducted and a media day was coordinated for local media to sample menu items. The day before the opening, impress communications helped coordinate a pre-opening VIP party to generate awareness and conduct outreach efforts with the media and those who supported the opening process.

At the grand opening event, impress communications secured appearances of representatives from U.S. Congressman Jon Porter’s office and Clark County Commissioner Bruce Woodbury’s office, who presented the certificates of recognition. Grand opening day tactics included a live radio remote, costumed donut and iced coffee characters dancing on the street, product sampling, a ribbon-cutting ceremony, and radio and TV product drops. impress communications also coordinated a $1,000 check presentation to Soldiers’ Angels, a non-profit organization which provides aid and comfort to members of the armed forces and their families. This presentation supported DD’s national corporate philosophy of “serving those who serve others.” In addition, the first person in line at the store and through the drive-thru each received “free coffee for a year” coupons. Customers waited for hours in lines throughout the day that wrapped around the building, and the drive-thru line stretched into the neighboring strip center and onto the street.

RESULTS:

The Southern Nevada launch of DD was a true success.

Awareness of DD’s Southern Nevada launch was generated through media placements resulting in ad equivalency of at least $11,958. Awareness of DD was also generated through menu item sampling at various local events and distribution of bounce back coupons for the retailers. Redemption of the bounce back coupons and sales at the new store opening resulted in a new record for DD.

Following the opening of Southern Nevada’s first DD location, the chain announced that the restaurant set a new opening week sales record, making Las Vegas home to the most successful new store opening in DD’s 57-year history. The new store broke the record for first-day sales by 16 percent and broke the record for first-week sales by 41 percent.

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