Industry News | February 8, 2012

Dunkin' Donuts Ranks No. 1 in Coffee Customer Loyalty

In the highly competitive U.S. coffee market, Dunkin’ Donuts has been distinguished for brewing a superior guest experience. 
 
For the sixth straight year, Dunkin' Donuts, America's all-day, everyday stop for coffee and baked goods, has been recognized by the Brand Keys Customer Loyalty Engagement Index as No. 1 in customer loyalty in the 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.

"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," says 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."

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,” says Robert Passikoff, founder and president, Brand Keys.
 
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 percent Arabica coffee beans, and the company’s coffee specifications are recognized by the industry as a superior grade of coffee. 
News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.