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Dunkin' Brands, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Dunkin' Brands, Inc, founded in 1950, is the parent company to two of America's top quick-service brands: Dunkin' Donuts and Baskin Robbins. The company is one of the largest coffee and baked goods chain in the country. Baskin-Robbins is the company's ice cream brand which creates and markets ice cream, specialty frozen desserts and beverages.

Main Telephone (781) 737-3000
Main Fax (781) 737-4000
Primary Address
130 Royall Street
Canton, MA 02021
USA

Dunkin' Brands, Inc. Contacts

Contacts (5/56)
Name Title State
Karen R. Chief Communications Officer MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (781) 737-3000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 130 Royall Street
Canton, MA
02021
USA

Nigel T. Chairman, Chief Executive Officer - Dunkin' Brands & President, Dunkin' Donuts U.S. MA
Scott H. Senior Vice President & Chief Digital Officer MA
John C. President - Global Marketing & Innovation MA
Paul T. Chief Operating Officer & President MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Baskin-Robbins *******
Dunkin' Brands, Inc. ******
Dunkin’ Donuts ********
Dunkin' Donuts Coffee ********

Agency Relationships


Brand Agency Service From To
******-******* ***, ***. digital 2007 present
******-******* ***** ******** ******, ** Creative 2016 present
******-******* ***** ******* Public Relations, Social 2014 present
******-******* **** ********** *** B2B communications, public relations 2007 present
******-******* ********* ***. Creative, Media Buying, Media Planning 2010 present

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Forecasted: Dunkin' hires Formula PR to assist with Cali expansion, expect digital, traditional r...


Subject: TV, digital, mobile, social media, Spanish language media, California, Colorado and Texas media

Brand: Dunkin' Donuts, the Dunkin' Brands-owned doughnut and coffee chain, with more than 7,600 locations in the US

Opportunity: Hired here), also expect larger media, creative and technological opportunities to arise in California and the West, where the Northeast-heavy brand is largely unknown. There could eventually be up to 1,000 Dunkin' Donuts locations in Southern California alone, as part of Dunkin’s plans to double its U.S. footprint over the next 20 years.

Additional Insight

Engaging New Local, Regional Customer Base: Of the 410 locations Dunkin' Donuts plans to open this year, up to 20% are planned in new Western markets. This should open up new local and regional opportunities in California, Colorado and Texas, where the coffee chain sees huge opportunities to engage customers unfamiliar with its brand. In March, the coffee chain selected Omnicom’s Zimmerman Advertising to handle its national local store marketing (LSM) business, which includes supporting new stores in California.  

Higher TV ad spending: Dunkin' Donuts expects to increase national TV spend, partly because of its ability to reach customers in existing and growing markets, said John Costello, president of global marketing and innovation, during the chain's Q3 earnings call. Dunkin' started blending local and national media about two years ago, driving greater efficiency in established markets and introducing the brand to new markets quickly.
 
Previously, it took three-to-four years to saturate a market enough to make TV a viable option, he added. “Now, virtually all of our markets have a layer of TV support in there against both coffee, behind ‘What Are You Drinkin‘?', as well as behind our LTOs,” Costello explained. 

SoLoMo: Dunkin' is making heavy investments behind social, local and mobile initiatives because the integrated, one-to-one marketing solution allows the chain to leverage its loyalty program, DD Perks, and send targeted local and national offers to engaged customers. Similar to its TV ad approach, this is another example of Dunkin's very efficient, ROI-driven marketing plan.

Hispanic and Asian Focused Marketing and Advertising: Dunkin' already started making Spanish language outreach a bigger priority last year with the national rollout of its Spanish language option, but expect opportunities to climb as the chain expands West, where Hispanics account for 29% of the population, according to the 2010 U.S. Census. It's the only region in the U.S. in which Hispanics exceeded the national level of 16%.

Dunkin's efforts to form a deeper connection with Spanish speaking customers will cut across mobile, as well. Costello explained that mobile is a great opportunity to build a deeper relationship with Latinos, the U.S.'s fastest growing population segment.

Agency Relationship: Dunkin' Donuts’ long time advertising and media buying and planning AOR is Interpublic's Hill Holliday

kimberly.mead@dunkinbrands.com