Dunkin’ Donuts Scores No. 1 in Coffee Customer Loyalty
Tops category for sixth straight year in Brand Keys index
CSP Daily News | February 10, 2012
CANTON, Mass. — For the sixth straight year, Dunkin’ Donuts has been recognized by the Brand Keys Customer Loyalty Engagement Index as being No. 1 in customer loyalty in the coffee category. And Dunkin’ Donuts tied with Starbucks to top the packaged coffee category.
The 16th annual national survey conducted by brand loyalty and engagement consultancy Brand Keys identifies brands that are best able to engage consumers by meeting or exceeding their expectations, which creates loyal customers. Brand Keys’ Customer Loyalty Engagement Index recognizes the brands that receive the highest loyalty and engagement assessments and surpass competitors for “delighting” customers.
In the coffee category, consumer preferences were based on consistently meeting customer expectations for taste, quality, service and brand value.
Click here for more details on the Brand Keys Customer Loyalty Engagement Index, including winners in other categories.
“We are truly honored to have earned Brand Keys’ top ranking for coffee customer loyalty for six years running. This recognition speaks both to the renowned quality of our Dunkin’ Donuts coffee and to the incredible dedication of our franchisees who work to provide our guests with an outstanding experience every day of the year. Through their efforts, our guests have developed a connection with the Dunkin’ Donuts brand that is truly unique,” said John Costello, chief global marketing and innovation officer at Dunkin’ Brands. “We remain committed to keeping America running with our great coffee, baked goods and snacks served in a friendly environment at a great value.”
Robert Passikoff, founder and president of Brand Keys, said, “The search for delight by the consumer comes down to a simple equation: understanding customer expectations, their desire for brand value and packaging the two via the brand and product experience offered to customers. It’s that last part that’s difficult, and Dunkin’ has continued to manage the brand and the experience to meet customer desires–six years in a row. That the customer is delighted with the brand shows up in both the Brand Keys loyalty metrics and Dunkin’s bottom line.”
According to The NPD Group / CREST, Dunkin’ Donuts serves the most hot traditional and iced coffee in America, selling more than one billion cups of hot and iced coffee every year. Dunkin’ Donuts uses 100% Arabica coffee beans. There are almost 7,000 Dunkin’ Donuts restaurants in the United States and the District of Columbia and more than 10,000 restaurants in 32 countries worldwide.
Founded in 1950, Dunkin’ Donuts is a market leader in the regular/decaffeinated coffee, iced coffee, hot flavored coffee, donut, bagel and muffin categories. In 2010, Dunkin’ Donuts’ global system-wide sales were $6 billion. Based in Canton, Mass., Dunkin’ Donuts is a subsidiary of Dunkin’ Brands Group Inc.