West Coast Transition Research Plans

Situation Analysis Dunkin Donuts’ locations are prevalent on the East Coast Dunkin Donuts’ has over 6,000 shops in over 30 countries, but not one on the West Coast The franchise makes it name from their donuts but has seen great success in their coffee sales.

Situation Analysis Dunkin Donuts’ compete in the snack food restaurant, coffee house, and breakfast foods sectors. Competitors include Krispy Kreme, Starbucks, and McDonalds

Vision Evaluate interest generated from nationally televised advertisements and previous Dunkin Donuts’ experiences Survey both west coast and east coast transplants to identify wants and needs of potential Dunkin Donuts’ customers to make this expansion an easy transition.

Mission Gauge potential customer acceptance of Dunkin Donuts’ brand to West Coast locations to make a seamless transition to an unknown market.

Problem Statement Dunkin Donuts’ is virtually unknown throughout the West Coast They are planning a large expansion into West Coast locations Opportunity to gain more market share in this untouched area

Objectives Gain knowledge of potential customers to obtain information pertaining to their wants and needs for easy transition to West coast locations. Analyze research to help understand potential customer preferences regarding their coffee and eating habits.

Focus Group Participants: 6 people in conference room 2 East Coast Transplants 2 West Coasters who have been to a Dunkin Donuts’ franchise 2 West Coasters who have not visited a Dunkin Donuts’ franchise

Objectives of Focus Group Determine participants coffee drinking and breakfast habits Establish which services and products would do well on the west coast Determine the interest of the Dunkin Donuts’ brand on the West Coast Conduct a taste test to allow everyone to compare first hand Starbucks vs. Dunkin Donuts coffee Survey people who have lived on the East coast, and participants who have not been to a Dunkin Donuts’ franchise to avoid researcher bias

Procedures Coffee Taste Test: Starbucks VS. Dunkin Donuts’ Brew 6 cups of Starbucks’ coffee and 6 cups of Dunkin Donuts’ coffee in unmarked coffee pots for a simple taste test

Focus Group Questions 1.What brand of coffee do you usually drink? 2.Is it the brand of coffee offered at work? 3.Would you drink Dunkin Donuts’ coffee if it was supplied at work? 4.Of these hypothetical coffee shops Rank the features that are most appealing when making a coffee purchase –Coffee shop with a drive thru –Coffee shop that offers breakfast –Coffee shop that offers Internet connection –Coffee shop with fastest service –Coffee shop with the lowest price 5.Would price off and/or coupons play a role in your coffee or breakfast purchase? 6.What is your general perception of Dunkin Donuts’?

Objectives of Survey Learn how established the Dunkin Donuts’ brand is on the West Coast presently Determine preferences of potential customers in regards to their breakfast and coffee drinking habits

Survey Questions 1.Have you ever heard of Dunkin Donuts’? 2.Were you aware that Dunkin Donuts’ sold packaged coffee in most stores? 3.Have you ever tried Dunkin Donuts’ coffee? 4.Do you prefer to add your own milk and sugar? 5.Do you drink coffee in the morning? 6.If yes, Where does your coffee come from in the morning? –Starbucks –Dunkin Donuts –Fast Food –Convenience Store –Work –Other 7.Do you eat Breakfast with your coffee? 8.Do you usually get breakfast at the same place you get your coffee? 9.Does convenience influence your choice of coffee vendor? 10.Would you prefer a coffee shop with a drive-thru? 11.Does cost influence your choice of coffee vendor?

Analytical Methods Tally answers from questions asked to find out where our potentials stand Determine when the majority surveyed get their coffee Analyze coffee drinkers preference in terms of convenience, quality, and price.

Analytical Results Most get their cup of coffee on their commute into work. Customers prefer drive thru service for convenience and time saving reasons Most participants prefer adding their own milk and sugar, something that Dunkin Donuts’ may want to change to adapt to West coast customer wants and norms.