Dunkin's

Dunkin Donuts… It is by far one of my most favorite fast food retail outlets to visit. Since I was a little boy growing up in the suburbs of Boston, my parents would always bring me to Dunkin’s after Sunday morning mass. Boy, did I love being treated to a butternut donut while mom and dad got their coffees after Church.

Twenty years later, I make a daily trip to the local Dunkin Donuts almost every morning. Their coffee, whether it is ice or hot, always gets me going for the busy day ahead. Although I enjoy their fantastic coffee, something else inside me draws my attraction to the brand.

Like so many other Americans that visit Dunkin Donuts routinely, I find myself purchasing the company’s products not only because of the quality taste of the coffee, but because I get a relief and a sense of comfort or sense of security from their products.

Let me elaborate. I could easily do without paying $2.26 for a medium ice coffee everyday. Aside from the natural attraction to caffeine, I’m confident I could eventually stop drinking coffee all together. When I think about it, the company’s stores are fairly plain and boring as well. The fluorescent lighting, and the long lines don’t add much value to the products. So what really drives me to pay for all those coffees?

Buying a coffee from Dunkin Donuts is something to look forward to. It is not only something to look forward to, but it’s a place I can go to get something that will help me through my day. It’s a place I can go that will give me a boost when I need it. No matter how bad (or good) the day is going, no matter how busy or rushed I feel, it is truly a relief to visit a nearby Dunkin Donuts and order that trusted ice coffee that has gotten me through so many days of the past.

Not only does the product provide me a boost, but for nearly twenty years, I have been getting a sense of comfort and security when I buy Dunkin Donuts products. I don’t think there is another brand in the market where I have as much loyalty in as Dunkin’s. This loyalty does not result from a beautiful retail environment, or from outstanding customer service, but rather from a simple, yet unique product that has always been there for me and my family for many years. Its history between my family is what differentiates itself.

Sure, you may argue that customer service is crucial in today’s competitive fast food market. But I argue this- if a consumer can bond with a product so closely over a long period of time, and that loyalty towards the product has been engrained over the years, the value of that product is significantly higher versus a competitor who may have a nice retail store, or offer above average customer service, or differentiate itself in other ways.

Having a long, positive history between Dunkin Donuts and myself is a great example of my “eternal” loyalty to the brand. The retailer’s coffee has always been there for me. I have become emotionally attached to the brand, and thus have been transformed not only into a loyal customer, but a Dunkin Donuts brand zealot. A long lasting history between a brand and a consumer is a powerful differentiator in today’s marketplace.