Dunkin donuts refreshed their Brand and Marketing Strategy recently. What does the Brand Essence and slogan "Noting too fancy - just meeting the everyday, all-day needs of the Dunkin tribe" say about the company.
Dunkin is not trying to outperform Starbucks or attract their customers. They still want to appeal to the average Joe (customers who "see through the hype" of Starbucks) but they also want to provide them with more options to eat through out the day. They aren't adding an environment, it is still grab&go, but they are making sure customers can get what they want from friendly people.
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Principles of Marketing
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