If you know coffee, then you know Dunkin’.
The iconic pink-and-orange coffee brand has been dominating the US coffee scene since the 1950s, and not just because they’ve got the industry’s most-loved iced lattes.
Dunkin’s been holding strong as one of America’s favorite coffee brands because they’ve nailed down one thing:
Their marketing.
In this blog, we’ll take you through all things Dunkin’ marketing, from the four pillars of their marketing strategy to how they promote their menu and merch.
Let’s get into it.
A Brief Overview of Dunkin’
Before we dive too deep into the world of Dunkin’ marketing (and why it’s so great), we need to give some context as to why you should even care about Dunkin’ in the first place.
So, to put it bluntly:
The reason you should care about Dunkin’s marketing is that it works.
- Dunkin’ is an incredibly successful coffee brand, with performance stats that speak for themselves.
- Dunkin’ was last valued at 11.3B USD
- Dunkin’ is the largest “coffee and donuts brand” in the US
- They’re one of American consumers’ top three favorite coffee brands
- There are over 9,800 Dunkin’ locations in the US and over 3,500 internationally
- Dunkin’ is thought to generate $12B in annual sales for its parent company, Inspire Brands
- Over 24 million people have enrolled in DD Perks (Dunkin’s loyalty program) since its launch
- Dunkin’s app has over 10M downloads on the Google Play Store, and over 1.2M user reviews on the Apple App Store
Not bad for a company that started out selling ten-cent coffees, right?
What is Dunkin’s Target Market?
While it’s easy to be impressed by the range of Dunkin’s marketing efforts, tons of people still have one burning question about the brand’s marketing efforts:
Who is Dunkin’ even marketing to?
It’s a good question — and an important one to know when you’re talking about marketing.
But the truth is that nobody really knows who Dunkin’s target market is, because they’ve never shared that info publicly.
(And can you blame them for not wanting to give away their secret formula?!)
That said, Dunkin’ does seem to have a marketing campaign for just about everyone, from Addison Rae collabs that appeal to Gen Zs to traditional billboard marketing that Boomers know and love.
So, is “Everyone in America” Dunkin’s actual target market?
Probably not.
But they do a great job of delivering something for everyone, every single time.
What is Dunkin’s Pricing Strategy?
Dunkin’s pricing strategy uses several guiding principles to inform how much their products cost: competitive pricing, commitment to affordability, promotions and deals, and tiered pricing.
Competitive Pricing
One of Dunkin’s main principles is being affordable — and making sure their customers know it.
In 2018, Dunkin’ told the Wall Street Journal that they “[want] customers to see [them] as cheaper than Starbucks and just as good.” Now, in 2025, their commitment to affordability and competitive pricing continues strong, with meal deals, exclusive Rewards pricing, and other cost-saving promos launching almost every other day.
Commitment to Affordable Quality
Giving customers good value for their money is another of Dunkin’s most prominent pricing principles.
Dunkin’ is no stranger to the value-for-money game, with their first $6 Meal Deal launching last fall (and staying on the menu ever since). Their most recent value move has been ditching the upcharge for non-dairy milks, levelling the playing ground between themselves and other big-name competitors like Starbucks.
Constant Promotions and Deals
Another pricing principle that Dunkin’ is known for is offering constant promotions and limited-time deals.
From celeb-endorsed meal deals with “big character energy” to celebrating National Cold Brew Day with 4x the Reward points, Dunkin’ always has at least one sort of promo on the go. Their limited-time deals and promo items are so good, in fact, that people are still dreaming of some of their top-sellers over a decade later.
Tiered/Variable Pricing
Last (but not least!) on Dunkin’s list of pricing principles is their range of pricing options, with variable product costs at different tiers.
Dunkin’ has something for everyone and every budget. Looking for something simple and cheap? Grab an original blend drip coffee for $2.69. Or, if you’re looking for something a little more indulgent? Try a Cocoa Mocha Iced Signature Latte for $4.89. Either way, how much (or little) you spend is up to you.
What is Dunkin’s Marketing Strategy?
Dunkin’s marketing strategy focuses on four main brand features: their approachable, friendly brand position; prioritizing customer engagement through loyalty; product diversification and menu expansion; and putting convenience and accessibility above all else.
Customer Engagement Through Loyalty
The reason Dunkin’ has one of the best coffee shop loyalty programs out there? It delivers exactly what Dunkin’ customers need with rewards they actually want.
In 2011, Dunkin’ launched the first iteration of its loyalty program called DD Perks, offering customers rewards and coupons for every purchase. After a decade of success, Dunkin’ took their loyalty to the next level with a program upgrade in 2022.
The newly-named Dunkin’ Rewards program was designed to reward customers sooner, earn them points faster, and expand their options for redeeming their rewards.
“When we set out to improve DD Perks, we asked our members what they wanted to see in a new program. They told us three things: flexibility, variety, and recognition,” said Dunkin’ President Scott Murphy. “And we did just that [with Dunkin’ Rewards, solving] the three biggest constraints to bring a new and improved customer experience to Dunkin’ fans.”
Product Diversification and Menu Expansion
Dunkin’ used to be known for just two things: coffee and donuts. And, while they still have both of those things now, they’ve also expanded their menu to include so much more.
With Dunkin’s current menu, there are over 25,000 different ways to order your coffee. That means you could order a different drink from Dunkin’ every single day, without repeats, for almost 70 years (and no, that’s not a typo).
They’ve also diversified a ton in the food department. On top of their tried-and-true donut selection, Dunkin’s menu now features breakfast sandwiches, wraps, bagels, muffins, hash browns… and even “snackin’ bacon,” if you can believe.
Dunkin’s product diversification is part of why they dropped the “Donuts” bit, too.
“For a long time now, Dunkin’ has offered much more than just donuts,” said David Gaglione, a partner at brand-naming agency PS212. “[Logically,] the name change makes sense.”
Convenience and Accessibility Above All
Dunkin’s commitment to being the most convenient coffee shop is not a new strategy — they’ve always wanted to be the most accessible on the market.
In 2018, Dunkin’ CEO David Hoffmann launched Blueprint for Growth, a brand-new “convenience-focused strategy” with five main goals.
Two of the five focus areas were committed to making Dunkin’ even easier to enjoy, with plans to create “unparalleled convenience driven by digital leadership” and “broad accessibility [through] restaurant growth and new channels.”
The brand’s commitment to convenience and accessibility was part of the reason “Dunkin’ Donuts” became Dunkin’ in 2018, too.
“We’ve always been and always will be a brand for on-the-go people who depend on us to keep running,” said Dunkin’s then-Chief of Marketing, Tony Weisman. “[The name change] says that we are a dynamic, on-the-go brand but still pays homage to our great heritage.”
After all — America does run on Dunkin.’
How Does Dunkin’ Promote Itself?
| Dunkin’ Marketing channel | Examples |
| Advertising | Online ads: New Bagel Minis promo Commercials: “The Dunkings” Super Bowl LVIII Commercial Print ads/billboards: “Made to Make Your Day” billboard |
| Social media | Collaborations: Kevin Cooney Instagram Reel Holiday campaigns: Halloween spider campaign Trending audio/challenges/memes: “God forbid a girl has a hobby” |
| Sponsorships and partnerships | Influencer merch: Charli x Dunkin’ merch collection Celebrity-endorsed products: Sabrina Carpenter’s “Shakin’ Espresso” Food and beverage partnerships: Mike’s hot honey breakfast sandwich |
| Limited-time offers | Meal deals and bundles: $6 Meal Deal Limited edition merch: Dunkin’ x Stoney Clover Lane Limited edition grocery products: S’mores Creamer |
| Community involvement | Fundraising collabs: Bark x Dunkin’ Pumpkin Spice Dog toys Single-day fundraisers: Iced Coffee Day for local children’s hospitals Community volunteering: Celebrating 10 years of volunteering |
How Your Coffee Shop Can Replicate Dunkin’s Marketing Success
So, if Dunkin’s marketing is the new best-in-class, does that mean you have to have million-dollar funding for results that are just as good?
Not quite.
You don’t need millions of dollars to make a lasting impact with your marketing… as long as you have a solution that can help you deliver the same results as Dunkin’s marketing does.
And that’s where Craver comes in.
With Craver, your coffee shop can reach Dunkin’ marketing-level heights with features like:
- Custom-branded mobile apps that put convenience and accessibility above all else (just like Dunkin’ does)
- In-app loyalty programs that help you reward your most loyal customers (and entice them to come back again and again)
- Easy-to-implement offers, discounts, and deals that attract new customers and keep your most frequent flyers committed
Dunkin’s marketing might be some of the best out there.
But yours can be just as good, too.
