Industry News | February 16, 2010

Dunkin' Donuts Customers Are Most Loyal

As Dunkin' Donuts commemorates its 60th "BirthDDay," the brand announced that it earned another accolade. For the fourth straight year, Dunkin' Donuts was recognized by the Brand Keys Customer Loyalty Engagement Index as number one in customer loyalty in the coffee category.

The 13th annual national survey by Brand Keys identifies brands that are best able to engage consumers by meeting or exceeding their expectations, which creates loyal customers. The report predicts which products consumers are most likely to purchase over the next 12–18 months. In the coffee category, consumer preferences were based on consistently meeting customer expectations for taste, quality, and service.

"This great honor is a tribute to our franchisees' commitment to our guests. Through their tireless efforts, Dunkin' Donuts has become a daily ritual for millions of people who start their day with America's favorite coffee and look to Dunkin' Donuts to keep them running in the afternoon with a wide variety of beverages and snacks," says John Costello, chief global customer and marketing officer at Dunkin' Brands. "We are thrilled to have earned the top ranking for customer loyalty four years running, and look forward to continuing to provide our guests with simple, delicious, affordable food and beverages."

Brand Keys is the only research consultancy in the world that specializes in customer loyalty. The Customer Loyalty Engagement Index identifies category brand leaders—those most likely to demonstrate the highest levels of consumer loyalty and profitability over the coming two years.

"In what has turned into a more and more competitive category, it is a tribute to the Dunkin' brand that it has been able to meet the expectations consumers have when it comes to their coffee," says Robert Passikoff, founder and president of Brand Keys.
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