Dunkin Makes Coffee Runs Social
Posted by melissasundaram | Under Marketing Thursday Jun 25, 2009Office gophers rejoice as Dunkin Donuts makes getting coffee for the entire office so much easier. Thanks to a new program available on the iPhone (with supplementary website), users will be able to combine social networking with coffee consumption–a 2.0 version of Central Perk.
From Brandweek, “Participating customers create a list of friends and colleagues who are alerted when the Dunkin’ “runner” is heading to Dunkin’ Donuts for coffee or pastries. These contacts can then put in an order, and the requests are flowed into a group checklist, which the Runner can print out and bring to the nearest Dunkin’ Donuts location, or view on an iPhone. These contacts can also register on the site themselves to personalize a list of favorite items or track previous orders.”
How will DD market this new service to their audience? Will it be only for office workers–or will they expand to the 18-24 demographic?




