Over at Brand Autopsy, John Moore writes about a recent Wall Street Journal article on the makeover Dunkin Donuts is implementing in its 5000 franchises. (Thanks for the link, Church of the Customer.)
It seems that, despite customer feedback, DD is trying to move closer to a Starbucks model than customer feedback would indicate. John and several other bloggers are negative about the attempt and they may well be right. But I’m going to adopt a wait and see attitude. I remember the makeover the Ford Mustang went through a few years ago which not only resusitated sales from near death, but also impressed Chevrolet enough so that it’s bringing back the Camaro, its answer to the Mustang. Of course Ford didn’t try borrow from the Camaro to make the new Mustang.
I do give Dunkin Donuts credit for trying, though. They need to do something to make sure their brand is fresh and viable in the 21st century. They risk stagnation if they don’t embrace innovation. They should want to maxmize the customer service experience without alienating their current customers. This means encouraging their current customers to spend more money in their stores and for them to spread word of mouth about their experiences to others. But because the customer bases of Starbucks and Dunkin Donuts are so different, imitation may be the sincerest form of disaster, not flattery.
I wish them the best of luck but I have two words they should remember:
As Monty Python would say, “…And now for something completely different. Since I first started writing this blog last September I have deliberately avoided mentioning who I worked for. I did this because I had assured my bosses that I would not be writing about my company or its employees. (You’ll recall the spate of MSM stories about bloggers getting fired.) Well, in this post I come out of the closet to tell you that I proudly work for the American Cancer Society with one of my duties being that of CRM (Customer Relationship ) Manager for six states.
I tell you this because every Spring I volunteer for our local Relay For Life, the signature event of the American Cancer Society. I ask you to help support me by being one of my sponsors. Click here to make a contribution over our secure Web site. Your contribution helps to fund research, education, advocacy, and patient services.
We are saving more lives every year. I can’t think of a better organization to give to when fighting cancer. (If I did, I’d work for them.)
“Do you know:
Someone who has been cured of childhood leukemia;
A woman who has had a Pap Smear;
A survivor who has taken Gleevac;
A man whose prostate cancer was detected by a PSA;
A woman who has had a mammogram;
Anyone who has quit smoking?
Then you know someone who has benefited from cancer research and educational programs funded by the American Cancer Society.”