Starbucks vs. Dunkin Donuts

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Starbucks vs. Dunkin Donuts:

Starbucks vs. Dunkin Donuts By Noam Perez & Jessica Hirschberg

Starbucks vs. Dunkin Donuts: Why We Chose These Two Organizations:

Starbucks vs. Dunkin Donuts: Why We Chose These Two Organizations Two of the most popular coffee brands As students, we rely heavily on coffee on a daily basis (including ourselves) We wanted to explore the reasons why people have a strong preference for either Starbucks or Dunkin Donuts

Goals of Our Research:

Goals of O ur Research Why do people choose Starbucks or Dunkin Donuts for their coffee? What factors go into deciding where to go? How do the two organizations operate differently? What are the goals of each organization and how do they attempt to accomplish them?


Starbucks Founded in 1971 Headquarters located in Seattle, WA Nearly 18,000 stores in 60 countries CEO: Howard Schultz Mission statement: To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time

Dunkin Donuts:

Dunkin Donuts Founded in 1950 Headquarters located in Canton, MA 10,500 stores CEO: Nigel Travis Mission statement: To make and serve the most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.


Data Family and Friends Interviews Analyzed what people thought of their experiences in each store How did that affect their preference? What, specifically, did people enjoy about each location? Personal Observations How each store was organized How we felt being in each store What kind of experience and interactions did we have? Organizational documents Compared each organization’s values and how they portray them through the documents they create Contrast the ways in which each organization wants the public to view its efforts

Branding Strategies:

Branding Strategies Starbucks Dunkin Donuts In 2011, redesigned its logo to “think beyond coffee” American Runs on Dunkin: How Everyday People Get Things Done. Every Day. Rewards card Rewards card Social media presence Television commercials MyIdeas Initiative Use of bright colors

Core Values:

Core Values Starbucks Dunkin Donuts Human connection Honesty, respect, integrity Perfectly made beverages; Quality Community commitment Respect and dignity Humility “Third home” (metaphor) Transparency


Employees Starbucks Ask for your name (ritual) Always friendly and try to make conversation Want to make you comfortable Dunkin Donuts Want to make the experience fast, efficient, and convenient No extra interaction besides ordering your food/beverage Can improve customer satisfaction by engaging with customers

Starbucks vs. Dunkin Donuts: Similarities:

Starbucks vs. Dunkin Donuts: Similarities Both offer a lot of food and drink options Both dedicated to efficiency and customer service Both conveniently located (have a lot of stores) Both focus on attracting loyal customers Both dedicated to giving back to the community

Starbucks vs. Dunkin Donuts: Differences:

Starbucks vs. Dunkin Donuts: Differences Starbucks has more options to allow customers to personalize their drinks Dunkin Donuts is cheaper Starbucks offers free Wi-Fi and comfortable seating; Dunkin Donuts offers limited seating Starbucks employees engage more with their customers than Dunkin Donuts employees do Dunkin Donuts’ color scheme is brown, pink, and orange; Starbucks’ colors are more earthy, and include brown and green tones Starbucks targets the upper-middle class people, while Dunkin Donuts targets the everyday working person

Room for Improvement:

Room for Improvement Starbucks Faster service – better communication Dunkin Donuts More comfortable seating Building better relationships with customers

Dominant Organization….:

Dominant Organization….

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