Industry News | February 16, 2011
Dunkin’ Donuts No. 1 in Customer Loyalty
For the fifth year straight, Dunkin' Donuts has been recognized by the Brand Keys Customer Loyalty Engagement Index as number one in customer loyalty in the coffee category.
The 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 accurately predicts which products consumers are most likely to purchase over the next 12 to 18 months. In the coffee category, consumer preferences were based on consistently meeting customer expectations for taste, quality, and service.
"This great honor speaks volumes about our incredible franchise community. We have nearly 1,200 franchise owners and operators in the U.S. who are committed to providing our guests with an unmatched customer experience each and every day. Through their efforts, Dunkin' Donuts is one of the world's most recognized and loved brands and a daily ritual for millions of people," says John Costello, chief global customer and marketing officer at Dunkin' Brands.
"We are very proud to have earned the top ranking for customer loyalty five years running and look forward to continuing to provide our guests with great coffee and snacks in a fast, friendly, welcoming environment, and at a great value," Costello says.
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.
"This is the fifth year Dunkin' Donuts has managed to meet expectations consumers hold when it comes to their out-of-home coffee. Now 'experience' and 'authentic innovation' are exerting the strongest impact on customer decision-making, expectations, and brand engagement," says Robert Passikoff, founder and president of Brand Keys.
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