Dunkin’ franchisees plan to help many Americans get back to work by hiring roughly 25,000 employees in the coming months.
But franchisees won’t tackle this hiring spree alone. To support its franchise partners, Dunkin’ will launch its first national advertising campaign focused on recruitment.
The campaign launched Monday and will be featured on TV and digital.
“A series of new ‘Dunkin’ Runs on You’ broadcast spots will provide a look at the spirit of teamwork and community, distinguishing jobs at all levels at Dunkin’ restaurants, and the extraordinary people who are proud to call themselves Dunkin’ team members,” the company said in a statement. “The campaign will also emphasize the benefits of working at a Dunkin’ franchise, which may include developing core skills and the foundation for professional growth, flexible and affordable education opportunities, flexible work schedules, competitive pay, and more.”
To further entice employees, Dunkin’ has also launched a partnership with Southern New Hampshire University to offer low-cost college degrees to franchisees and employees.
More than 90 percent of the brand’s 9,637 domestic stores are open. The company has added curbside pickup to more than 1,000 locations and more than doubled its delivery footprint. A majority of units have drive-thru, which has helped boost sales during the crisis. In the week ending May 23, same-store sales dropped 15 percent for open stores, which is an improvement from the 25 percent decline the brand saw in the final week of April. Through May 23 in Q2, comps are down 23 percent.
Dunkin’ is currently reopening dining rooms at a handful of stores as a test. Employees will speak with consumers as they leave to learn whether the dining room felt safe and to see what improvements can be made.
Some of the safety measures Dunkin’ has implemented include social distancing and hygiene training, use of gloves and masks, plexiglass shields for the front counter, and health checks using infrared thermometers.
“Dunkin’ is committed to keeping America running and working,” said Stephanie Lilak, Dunkin Brands’ SVP and chief human resources officer. “We are proud to support our franchisees who offer much-needed job opportunities, in a welcoming environment where people can feel appreciated and rewarded for serving both customers and their communities during this critical time. With the brand’s new partnership with SNHU, new advertising campaign, and in-store safety measures, our franchisees are providing both new and current restaurant employees a great workplace, and the chance to gain experiences and skills that will benefit them throughout their lives.”
Dunkin’ isn’t the only quick-serve brand that’s planning to bolster its workforce during the summer. In May, Taco Bell announced that company-run stores, franchises, and licensed stores will hire at least 30,000 employees this summer. The chain said it will hire for existing positions at all levels in the restaurant, in addition to new roles responsible for monitoring the drive-thru, managing delivery, curbside pickup, and the mobile app, and maintaining proper sanitation.
Earlier in the pandemic, pizza brands Papa John’s, Pizza Hut, Domino’s, Hungry Howie’s, and Jet’s Pizza announced hiring sprees, as well.