I’ve always been a Starbucks addict. The brand has been part of my daily routine for about 15 years and I bet I’ve been the first ring at 5:30am more than 100x’s in over 4 locations in 3 states. In short, I’d consider myself a loyalist. The routine stopped in March 2014 when I moved to NJ to acquire LM Foods and there just isn’t one between Pt. A (Gym) and Pt B (company). The experience has let me learn a few things as my Venti Black Dark Roast went bye bye…..
I’ve become what marketers call an “experimenter.” Open to new experiences. A coffee Swinger if you will. In general, Dunkin Donuts probably gets 75% of my coffee $’s, but that is probably falling to 1/3 fast. For me, they are not Starbucks for a variety of reasons:
They simply haven’t figured out the “Third Place Concept” and the vibe that goes with relaxation. I think I’ve taken advantage of the Starbucks leather seats <10% of the time. But the vibe, even if I only feel it for 90 seconds matters. Life is hectic, and escapism matters.
Dunkin can’t seem to understand that selling 2 day old bagels is not smart. And they make this mistake often, and when you tweet them about it? Black hole, no response. Why bother having a Social presence if you fail to engage?
Dunkin is one of the great franchises in America. But you simply never know what kind of experience you will get when your greeted by your Dunkinista (is that a word?). When I’m one of the first customers showing up when its still dark outside, and am on trip #30, shouldn’t you know who am?