“America Runs on Dunkin” goes the tagline. Now, apparently, Dunkin’ Donuts has added a new site: www.DunkinRun.com, that is being touted by the company as a new venture in social media, as recently reported in MediaPost’. “The designated ‘runner’ can now initiate a group order through the site via computer, mobile device or a free iPhone app downloaded from the iTunes Store,” according to the report. Interesting, to say the least.
Here’s how it works: the “runner” sends an alert to his group that a trip to Dunkin’ is being planned. Group members, at the office or in the neighborhood, can then check out the menu online and “order” through an interactive program. All of the orders are combined into one single online page. The runner can then either print out the order for Dunkin’ Donuts order takers or hand them their mobile device so they can view it. The idea: a more accurate, more quickly filled order.
Okay. . .but this raises some questions. First: has Dunkin’ really thought this through? I mean, if this is a “social media app” in the company’s view, rather than a mere convenient service, why doesn’t it go further? Why can’t orders be actually filled for pick-up at the correct location for a specific time, for example? Why can’t customers and brand loyalists form a community around this new site, conversing with each other and with Dunkin’?
Of course, the company says it’s planning to add direct order placement in the future, but is it a good idea to wait, or will the site as is become blasé so that if more features are added later, consumers will have already moved on?
According to the article, the new site is being promoted “to influential press and bloggers, and customers who are heavy users of its loyalty cards are being mailed special preloaded cards. The marketing plan also includes radio promotions and advertising, online advertising, messages integrated into Dunkin’s sponsorship of the Boston Red Sox (remember they’re based in Canton, Massachusetts) and advertising in elevators in key office buildings in Boston (where Dunkin’ has its highest concentration of locations”.
But what’s your take on this whole foray by DD into the social media sphere?
Questions:
* Do you think this new site and a free app for the iPhone will be embraced by brand loyalists? Or do you think it will be received in a lukewarm manner?
* What do you think DD could have done differently with its new site? What opportunities is the company missing?
* Would you personally interface with a site like this and encourage your social media groups to join? If not, why not?
I’d love to hear from you.
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Ted, yikes! Maybe my fears are overblown, but I think there’s some liability issues involved in handing employees behind the counter a customers’ “mobile device so they can view it.” Some of these iphones are $399 to replace. Does Dunkin really want to foot the bill if/when these iphones get dropped or accidentally knocked off the counter? From a workflow -process- perspective that would be a step I’d try and cut out.
Good catch, Paul. I just had a vision of my iPhone being accidentally dropped in a huge cup of steaming DD coffee! Yikes, is right!
For all concerned: it’s probably a good idea to print the order out and hand it to the person working the counter. Thanks, Paul. I appreciate your input.
Interesting article as usual. Wife and I are big fans of the site.
To take a swing at one of your questions you posed within the article, I think you’re correct where you ask if DD had thought the application fully through.
From my own experience managing similar ‘media’ projects for large clients like this, my assumption here is that DD had a budget and had pressure one way or the other to be in the Social Media arena. This was the idea they landed on and when presented with their options as is customary (Full, Mid or Entry) they chose the Entry level product due to fears of investing too much into something that might not take off.
While I agree that this puts them in danger of releasing an application that may not be as well received simply because it lacks some extra features, the reality is with Social Media/App Development budgets and resources are heavily guarded and with Social Media’s ROI still questionable, there’s still a large mental hurdle with many decision makers when looking at how much they’re willing to invest.
I’m curious as well, on the internal side, how much they’ve spent to track it’s actual effectiveness? Are they simply tracking how many people download it or have they instituted training at their shops to track how many people approach the cash register using it? Many times, this is one of the biggest things overlooked is that companies need to shy from just tracking downloads which has a very loose ROI to it and treat Social Media similar to any other marketing effort where part of the investment is the tracking of it’s success.
However, I’m unsure what agency or the like developed this for DD so there’s some responsibility on their part to ensure they’re leveraging a good investment to their client as well.
Thanks, Brandon, for asking many important questions relating to DD’s foray into social media. Having thought about this a bit, I do think DD may be erring on the side of caution. By investing in a first step, if you will, but not extending the application so that consumers can actually place orders online directed at their local DD outlet, the company may be saving money initially, but dooming the success of their SM. And as you point out, Brandon, it would be interesting to know how DD intends to measure the ROI of this program, as well.
Since you manage projects of this nature for large clients, your insights carry a lot of weight. Thanks, Brandon, for adding a great deal to this post. Please keep on reading and commenting. We love it!
Thanks for pointing this out. I blogged about it today.
* It is a clever way to make ordering fun.
* It makes it easier for the ‘go-fer’ who is already making these kind of runs.
* And, it increases average sales ticket at Dunkin’ locations with bulk ordering.
Dunkin’ didn’t call this social media – the reporter did… I think trying to slick up the article and hop on the ’social media’ train.
The Dunkin’ spokesperson called it what it is – using technology to make things easier.
Good for Dunkin’ – it’s pretty cool.
Hi Paul,
Thanks for sharing your thoughts on this. Speaking for myself, I have to say that I’m not so sure this isn’t social media. . .it seems this might be DD’s first foray into the medium, taken in baby steps. As Brandon just pointed out, there are many reasons why companies choose to add to their programs slowly; cost, lack of ROI tracking, etc. We’ll have to see, though. If this is the extent of what DD does, then, this will only be a new convenience thanks to technology.
Thanks, Paul, for sharing your perspectives. Everybody’s POV is welcome.
I’m really not that concerned or interested as to whether this is social media or not. The issue is: does this idea enhance the experience (whether that means the fun, the efficiency or any other element of experience) of getting a donut from DD?
Personally, I think it’s a great idea. But unless they quickly evolve to improve the overall utility (based on user feedback) I think it will be a novelty rather than a utility. My first use was fun because it was new and it did simplify the process of getting everyone’s order. Now, though, I’m anxious to be able to use a credit card to buy and have the order boxed up and ready to go (even through the drive-through). Better yet, having the donuts delivered to a client meeting at a certain time (after gathering the attendee’s orders).
If I saw these additions being quickly added, I’d be using this program a lot because it would provide significant and ongoing utility. If not, it’ll probably drop off my phone within 30 days because it has limited purpose.
Lastly, everything above is trumped by ROI. If you don’t see an increase in donut purchases over x amount of time – probably isn’t worth the effort.
Hi Kent,
Thanks for weighing in on this post. It’s especially nice to hear from someone who has used the new DD site.
You’re quite astute in citing that whatever we choose to call this, social media or a utility, if it adds to the consumer’s experience in a positive way, it’s good for Dunkin. Yet, as I suggested and someone else noted, maybe this doesn’t go far enough. You also stated you’d love to see that extra step: order fulfillment to save you time so you could just pick up and go, having prepaid for that order. Otherwise, you’re likely to remove the DD program from your phone. I mean, why would you continue to use an app that doesn’t give you the service you really need?
Lastly, ROI is a core issue for any retail operation that implements a program like this. DD had better sell more donuts, coffee, bagels and sandwiches, otherwise this site is likely to become history. Sooner than later.
Bulls eye, Kent. Thanks again.
The runner can then either print out the order for Dunkin’ Donuts order takers or hand them their mobile device so they can view it.
Thanks for the update, ipod touch accessories. Good to know.
While i agree that this puts them in danger of releasing an application that may not be as well received simply because it lacks some extra features, the reality is with Social Media/App Development budgets and resources are heavily guarded and with Social Media’s ROI still questionable,there’s still a large mental hurdle with many decision makers when looking at how much they are willing to invest.