Dunkin’ Donuts

Final Report

JQA Agency Chandler Condrone, Geoffrey Cook, Rongzhen Guo, Meghana Ramanan
Executive Summary
The Housing Bubble, the US Recession, the 2016 US presidential election and Brexit.

Change has never been easy, but the last few years have brought constant, drastic changes to the lives of American consumers
every day. And you? You’re just trying to earn your pay and find a moment of peace. When the only thing anyone is trying to do
today is find some control in this messy world, peace can be as simple as buying a cup of black coffee.

In the midst of all this chaos sits Dunkin’ Donuts, your New England coffee house that welcomes you each day with a smile and
cup of coffee. People love the Boston brand for its convenience and price, but there’s something more behind that desire to have a
good, quick cup of joe in the morning. People have a persistent love of Dunkin’, even if they wander off towards other brands.
They have fond memories of warming up with hot chocolate after a cold soccer game or sharing a box of Munchkins on a long
family trip. Even if you don’t go to Dunkin’ now, it holds a special place in your heart from when you did.

Through our research, we explored what a cup of coffee means in a world that changes not each year, but each week. We found
that people not only want to take back control in their lives, but they also find comfort in small, personal choices like what they eat
and drink. One such comfort is coffee, serving as a personalized constant for a large number of Americans today. Despite the
nostalgia that people feel for Dunkin’, in a market that is filled with competitors—from Starbucks to new third-wave coffee
joints—it is becoming increasingly difficult to differentiate yourself from the crowd.

With the world changing, people looking to grasp control, and new competitors popping up each day, it is more important than
ever for Dunkin’ to remind people that it isn’t just another option to grab a cup of coffee as you rush to your job, but rather that
Dunkin’ is a dependable and constant companion.

1
Research Problems and Objectives
Problems:
Times are changing faster than we could have ever predicted, and the consumers of today feel like the world is
wild and out of control. They need something to hold on to.

Amidst this, coffee has become a source of daily control, but it is has become increasingly difficult for coffee
brands to define new positions and differentiate themselves from each other with times and tastes changing so
rapidly.

Objectives:
1. To determine an understanding about what makes Dunkin’ Donut special to its
customers.

2. To understand what it means to be middle class in the context of the massive political and
economic changes of the last few years.

3. To find consumers whose needs have not yet been met with the current coffee industry.

2
3
Cultural/Syndicated Insight
Insight:
The world is such a confusing place. People take pleasure in making simple, personal
choices.

Rationale:
Consumes are unsatisfied with the state of their lives and the rate of change in the country. They not only
feel like they are living subpar to how they should be, but are making 20% less than their parents did at
the same age. With this ever-changing world, consumers are aware of two things: 1) They have less and
less influence over their own lives and 2) They want to take back control. One example of this is the
movement away from a phenomenon known as the “Echo Chamber of Secrets”, with online consumers
interested in finding new experiences and content through their own exploration instead of relying on
social media algorithms (Macke, 2017).

Food and drink are now treated as another way for people to both comfort themselves and have some
control in their lives. For instance, consumers are now substituting full meals with snack options like
pastries as a way to avoid food preparation and be more flexible with when and where they can have a
meal. Meanwhile for 50% of Americans snacks are used as a way to treat themselves. One of the more
common snacks in this regard are beverages, with coffee, mainly cold and specialty coffees, being the go
to choice (Bryant, 2017).
4
Cultural/ Syndicated Cognitive Insight

5
Consumer Insight
Insight:
Consumers’ needs from coffee evolve as they grow older;
and Dunkin’ Donuts has something to offer for every need.

Rationale:
It may be seen that why people start drinking coffee and how
they take their coffee evolves over time. Teenagers begin to
drink coffee to fit in and view coffee as a form of socializing.
Young adults consume coffee to get through the day, to feel
good, and to appreciate the sense of control coffee gives them.
As one progresses into the later stages of adulthood, they
become more relaxed and will have established a routine. At
this stage, they like to stick to basic coffees and have particular
preferences for taste.
Evolution of a Coffee Drinker
This implies that as people age, their needs change, but the
dependence for coffee is something that remains constant.
Dunkin’ Donuts can be a part of this evolutionary process as
the brand has something that interests every generation
described above- flavored coffee for the youngsters, to more
basic coffee for the older consumers.
6
Consumer Conceptual Map

INSIGHT:
Consumers’ needs from coffee evolve as they grow older; and Dunkin’ Donuts has something to offer for every need
7
Brand/Product Insight
Insight:
Dunkin’ Donuts has always been there for you.

Rationale:
Dunkin’ Donuts is the unsung hero of the morning. Although similarly priced to competitors, Dunkin’ Donuts is still considered the
cheaper, faster option. It is seen as the coffee house you go to when you don’t have time but need that coffee, bagel or breakfast
sandwich, and fast. When observing the flow of customers in Dunkin’ Donuts and its competitors, Dunkin’ Donuts’ customers seem to
treat the location as a temporary space of comfort before barreling out the door to work. Similar behavior was seen in Starbucks but with
far more customers sitting down and settling in. Though participants in both one-on-one interviews and the focus group illustrated that
the ideal coffee place is a location that has plenty of comfortable seating options, something Dunkin’ Donuts locations lack, there is still
a strong affinity towards the brand. Although we found that taste is the top motivator in choosing a coffee place, and Dunkin’ scored
below Starbucks for quality of coffee in our survey, in quantitative studies participants talked about their appreciation for the variety of
food options at Dunkin’, giving them an appreciated choice of what they want to start their morning with.

Dunkin’ also leaves a better impression than its competition. Qualitative research showed that participants were more likely to
dive into nostalgic memories of their parents, family trips, and childhood activities with Dunkin’. Though more consumers
recalled McDonald’s from their childhood or cited fond memories of Starbucks, Dunkin’ has a more nostalgic quality of
memories. At the end of the day (or the beginning) Dunkin’ Donuts is there to give customers a warm welcome and a hot cup of
coffee to get them on the go without breaking the bank.
8
Brand/Product Conceptual Map

INSIGHT:
Dunkin’ Donuts has always been there for You.
9
 Social Media Number of

Social Media Insight Platform

Twitter
Followers

1.1 million
Insight: Dunkin’ has a Klout Facebook 15 million
score of 86,
How Dunkin’ Donuts presents itself over social media indicating that it has
high social influence.
Instagram 1.3 million
contradicts how people perceive the brand.
(Klout)
Number of followers Dunkin’ has over each social
platform (Sysomos)
Rationale:
Qualitative analysis revealed that Dunkin’ Donuts utilizes the same content across different
social media platforms, mainly including new products, services, social awareness, and events.
Of late, the brand has begun to engage in dialog with its consumers through campaigns such as
“Celebrate good friends and all things coffee.” Sysomos reveals that on Twitter consumers
associate Dunkin’ with ‘on-the-go’ situations and family activities.

On Facebook, users have criticized Dunkin’ regarding their ‘fresh’ donuts, as many former
employees have claimed that their donuts were pre-fried and frozen, creating a negative image Strength - Likelihood of being discussed
for the brand. Instagram users tend to share more pictures of ‘cute’ donuts than coffee. Sentiment - Number of positive and
negative mentions about Dunkin’
Passion - Likelihood of people talking
Dunkin’s’ audience on social media associates the brand more with donuts than with coffee, repeatedly about the brand
showing that there is a contradiction between the coffee house image Dunkin’ Donuts wants and Reach - What percentage of online users
the consumers’ perception that they are a brand that mainly provides donuts. are reached
(Social Mention)

10
Social Media Conceptual Map

INSIGHT:
How Dunkin’ Donuts presents itself over social media contradicts with how people perceive the brand. 11
Online Survey Results Age of participants
15-20 – 1.88%
21-25 – 56.88%
26-30 – 25.62%
31-35 – 4.38%
36-40 – 4.38%
41-45 – 0%
46-50 – 0.63%
51-55 – 1.25%
Above the age of 55 – 5%

Total Responses: 160

55% of the participants will have a
coffee at once a day, demonstrating
that for half of the participants that
drinking coffee is a daily habit.

Male – 39%
Female – 60%
Unspecified - 1%

12
Online Survey Results
We asked participants to rank
aspects of coffee houses by
importance. Without question,
quality was the most important,
with 56% of respondents
ranking it as the number one
influencer. The next most
important factors were service
and speed of order completion.
What this means is that,
although quality might be the
most important part of choosing
a coffee place, there is an
opportunity to attract customers
with better, faster service.

13
Online Survey Results
When comparing Dunkin’ Donuts to its competitors, it ranks
higher than McDonald’s in terms of quality, but Starbucks is
considered to be of higher quality than either, presenting a
sizable challenge. This is important because 57% of
respondents rank quality as the most important factor when
selecting a coffee house. Despite having better quality than
some of the competition, Dunkin’ will continue losing
customers to Starbucks if these perceptions do not change.

Dunkin’ Donuts and McDonald’s are seen as being equally

reasonably priced. Despite being tied with McDonald's for
price, Dunkin’ still makes up for being perceived as lower
quality than Starbucks, positioning it as decent quality with a
better price than its competitors. Starbucks and Dunkin’
Donuts are actually similarly priced in terms of plain coffee,
but consumers’ perceptions are what really matters.

14
Online Survey Results
Despite differences in service and product
offerings, all three brands are considered to be
equally convenient.
Although Dunkin’ is on par with Starbucks, both have
had less reach during childhood than McDonald’s. This
is most likely due to McDonald’s being targeted towards
kids and offering more kid-related items like the Happy
Meal.
15
Online Survey Insights
Insight:
Though Dunkin’ Donuts is considered a convenient, well-priced
option, it has no significant functional advantages over its
competitors.

Rationale:
When participants were surveyed, it was found that Dunkin’ Donuts has several positive attributes, such as its
price and moderate quality. However, these factors do not offer much of an advantage for Dunkin’, as they are
often equal or greater among competitors. Even though Dunkin’ is perceived to be a convenient location, both
Starbucks and McDonald’s have similar consumer ratings.

Although Dunkin’ Donuts is considered to be higher quality than McDonald’s, it significantly falls behind
Starbucks in perceived quality. With this factor being the number one reason people select coffee houses, a
greater number of individuals feel that their tastes are being met at Starbucks than at Dunkin’ Donuts.
16
Conclusion
Cultural/Syndicated Insight: The world is such a confusing place. People take pleasure in making simple, personal choices.

Consumer Insight: Consumers’ needs from coffee evolve as they grow older, and Dunkin’ Donuts has something to offer for every need.

Brand/Product Insight: Dunkin’ Donuts has always been there for you.

Social Media Insight: Although Dunkin’ Donuts maintains a strong brand voice. What people mention about Dunkin’ on social media is different from Dunkin’s content or
what people think of Dunkin’.

Survey Insight: Though Dunkin’ Donuts is considered a convenient, well-priced option, it has no significant advantages over its competitors.

Advised Positioning: Come To Dunkin’, Come Back Home

Implication for Dunkin’ Donuts:
People feel that they have no influence over their lives or the world today. To relieve this anxiety, they turn to daily comforts like
food and beverages to take back control in their lives and feel at ease. As their worldly concerns evolve with age, so do their needs
from brands.

In this ever-changing world, Dunkin’ Donuts offers a brief moment of familiarity and consistency, much akin to coming home after
being gone for a long time. Consumers perceive Dunkin’ as more affordable, convenient, and can recall stronger nostalgic memories
than with the competition. Despite differences in how consumers see us versus how we perceive ourselves, we have been the friend
that is always and will always be there for the on-the-go worker. We need to remind consumers that when they come to Dunkin’,
they get to come back home.
17
 Target Segmentation
The Life Cycle of a Coffee Drinker
Infancy
Coffee is a weird adult drink that smells funny and tastes bad. Children like
Dunkin’ because of the bright colors, the donuts and the hot chocolate. It’s a
treat! Somewhere they can stop at during road trips or family vacations. They
don’t know what a coffee house is, but they love Dunkin’.
“Rebellion”
Coffee is all about image. Teenagers start
drinking coffee to fit in with their peers or to
imitate their parents. They go to Starbucks to be
trendy and cool. They reject anything that could
be seen as childish, like Dunkin’ Donuts.
Buying expensive, sugary drinks is not only more
enjoyable (because they haven’t developed a taste
for coffee yet), it is also more prestigious. This
group is the most likely to post about their coffee
experiences on social media.
18
Soul Searching
Young adults have hectic, confusing lives.
Whether they are beginning their first real job or
starting a family, they are still figuring out their place in
the world. They miss their childhood, when everything
was easy and made sense.
Now, the world changes constantly. Coffee is a
necessity as well as a much needed chance to relax.
Whenever life gets too overwhelming, they need
someplace to turn to for comfort.
Contentment
These consumers know what they want and
don’t make a fuss about it. They have lived through the
hectic years of self-discovery and made it through to
the other side. Now, it’s time to sit back and relax with
the simple pleasures, like a nice cup of coffee.
Usually, they take whatever is convenient, and
they often drink coffee with meals or at restaurants just
because they enjoy it.
19
Target
Audience
Jack (28)
Web Developer
from Michigan.
Loves hiking,
camping, music,
and black coffee.

Jill (26)
Photographer
from Colorado.
Loves fashion,
yoga, lattes,
and her dog
Daisy.

Jack and Jill are in a fairly new relationship, but they are excited about where it’s heading. Jack
just moved into a studio apartment in Brooklyn after paying off his student loans. Jill was offered a big
promotion that sounds great, but she would be travelling a lot more. They feel like some of the things
going on in the world are ridiculous and life is moving a bit too fast, but at least they have each other.
20
21
Consumer: Facts, Findings and Results
Question 1: Do coffee preferences shift as a consumer gets older?

Coffee habits have changed over time

Secondary research on why people buy hot coffee reveals a generational divide. iGeners buy coffee for energy and to work or
study. They place importance on utility. Millennials drink coffee while working or studying as well, however, they are less likely
to see drinking coffee as a social activity. Rather, they are more prone to buy coffee as a part of their routine or to relax. Gen Xers
shift further from coffee as an energy source to a means of relaxation. Baby Boomers reject the idea of coffee as a source of
energy, preferring to enjoy coffee with meals or at restaurants. Coffee is a ritual and a source of comfort for them. This indicates
a shift in how coffee is perceived by different generations. While younger consumers look to coffee for function, older consumers
seek enjoyment.

Our personal interviews further confirmed this. The undergraduates we spoke to primarily associated coffee with energy. When
asked how he feels after drinking coffee, one respondent said, "I feel more energized and less intimidated by the tasks I have to
complete for the day” (J. Blanks, personal communication, 11/5/2017). In contrast, older respondents used more emotive
language. One respondent in her late thirties said coffee makes her feel “warm and full” and described a day without coffee as
“cold and empty” (A. Beaver, personal communication, 11/5/2017).

22
Consumer: Facts, Findings and Results
Brand perceptions have changed over time
Building on the changing coffee habits among consumers, we hypothesized that brand perceptions would change over time as
well. This proved to be true in our Syracuse focus group. Participants repeatedly told us stories from their childhood when
discussing Dunkin’ Donuts. In contrast, Starbucks was only discussed in terms of premium product offerings, with one
participant recounting frequent visits with her friends in high school to buy drinks that were “basically just sugar” (R. Deneroff,
11/14/2017). Among the focus group participants, McDonald’s was generally associated with older people based on discussions
and drawings. They saw McDonald’s coffee drinkers as people who had no concern for appearances or quality, but a good sense
of frugality.

From these discussions, we can infer that the group associated Dunkin’ Donuts with children and families, Starbucks with
teenagers and young adults, and McDonald’s with older people. This means that there is a gap in brand preference for millennials
between when they’re finishing college but before they start a family. Most millennials currently fall into this demographic of
young, working adults experiencing complete financial and social independence for the first time. This may be a major area of
opportunity as they explore which brands they prefer and look for new offerings.

Conclusion: Based on the findings in our secondary research, personal interviews, and focus groups, we hypothesized that the
reasons consumers buy and drink coffee evolve over time. These reasons seem to align with varying wants and needs at different
stages of a consumer’s life. They are also reflected in brand perceptions and preferences among consumers.

23
Consumer: Facts, Findings and Results
Question 2: What is most important to people when buying coffee?

Quality and atmosphere are the most important aspects

From our survey, between nine different aspects of coffee houses, quality and atmosphere are the most important to our
participants when choosing where to get their coffee. The least important aspects being customization and packaging.

Coffee is a comfort and energy drink

We also investigated the role of coffee in people's lives by asking participants to show their opinion on different statements that
describe their attitudes toward coffee. From our survey, most people agree with the statements “Coffee makes me feel good”
and “Coffee gives me energy”.

Social function is not that important

Most of our participants disagreed with the statements “Where I get my coffee says something about me as a person” and “I
need coffee to get through the day”. The social function of coffee is not significant, and coffee is not an essential part of
defining who they are as people.

Conclusion:
Aesthetically, quality and atmosphere are the most important aspects when choosing a coffee house. Functionally, people
mostly buy coffee because they need energy or comfort.

24
Consumer: Implications for Client
Although consumers are buying coffee all
the time, what they need from coffee and the
role coffee plays in their lives changes as they
grow up. There is already high brand loyalty
among younger and older consumers, but there
is a large gap during early adulthood. What
young people, who are beginning their careers
or starting families, need most from coffee is a
sense of control stability and comfort. Dunkin’
can provide both with reliable, convenient
service and a warm welcome back to a place
that consumers have loved since childhood.
25
Brand/Product: Facts, Findings and Results
Question 1: Do consumers have nostalgic memories or feelings associated with Dunkin’?

Consumers have strong nostalgia associated with Dunkin’

During projective techniques and discussion in the Syracuse focus group, participants recalled family trips, youth sports teams,
and working during the summer, all associated with positive memories of Dunkin’ Donuts. They did not share as detailed or
emotionally-charged stories about Dunkin’s competitors (Starbucks, McDonald’s, etc.), but described them in more functional
terms such as price or menu items. Our survey showed that, although consumers had been aware of other brands since
childhood, the greatest number (44%) agreed that they had fond memories of Dunkin’ (JQA Survey, 11/28/17).

Conclusion:
Compared with other coffee brands, consumers have much stronger positive memories and nostalgia associated with Dunkin’
Donuts.

26
Brand/Product: Facts, Findings and Results
Question 2: What are the key components that differentiate Dunkin’ from its competitors?

Dunkin’ Donuts is viewed as convenient, but so are its competitors

Dunkin’ Donuts is viewed as a brand that is reasonably priced, affordable and quick. 76% of those surveyed agreed that it is
convenient. However, Starbucks and McDonald’s were ranked on par with Dunkin’, with 74% and 73% agreement for each.
(JQA Survey, 11/28/17)

Dunkin’ is not the most well known or highly regarded brand in the category
Dunkin’ Donuts is considered to be a familiar and comfortable brand by consumers. 40% of survey respondents consider the
brand comforting, while 45% have been aware of the brand since childhood. However, the data also shows that both
McDonald's and Starbucks have similar sentiments, with 53% of respondents agreeing that Starbucks is comforting and 70%
agreeing that they have been aware of McDonald’s since childhood. (JQA Survey, 11/28/17)

Conclusion:
While Dunkin’ Donuts has a lot of positive sentiment and people consider it more affordable and convenient, the products and
branding are not distinctive enough to differentiate it in the coffee market.

27
Brand/Product: Facts, Findings and Results
Q3: What barriers are preventing consumers from purchasing from DD?

Dunkin’ Donuts falls short in consumer perceptions of quality and atmosphere

We found that Dunkin’ Donuts falls short in consumer perceptions of quality and atmosphere when compared to competitors.
Though quality and taste are subjective from person to person, it is important to understand which coffee houses are appealing
to broader tastes. For quality, 52% of responses agreed that Dunkin’ coffee is high quality, compared to 74% for Starbucks.
45% of respondents agreed that they like being in Dunkin’ stores, while 64% like being in Starbucks. Along with this, although
72% of respondents see Dunkin as reasonably priced, the same percentage thinks this of McDonald’s (JQA Survey, 11/28/17).

Conclusion:
Compared with other coffee brands, people perceive Dunkin’ Donuts as lower quality and are less likely to want to spend time
in their stores.

28
 Brand/Product: Implications for Client
Consumers who are familiar with
Dunkin’ Donuts can easily talk about
times in their life when Dunkin’ was a
part of family trips, work and events. If
not that, they can attest that Dunkin’ is
the speedy and affordable option in their
lives. It tastes better than McDonald’s at
a lower price than Starbucks. Dunkin’
Donuts needs to know how to leverage
both their perceived convenience and
ability to form strong emotional bonds
(i.e. nostalgia) with customers.
29
Ideally, we would love to follow someone throughout their life and watch to see if their coffee tastes change over the course
of their lives. Unfortunately money and time are a reality, so we will do the next best thing. We will find coffee drinking
families with at least one family member who is an iGen, a Millennial, a GenX and a Baby Boomer.

We will sponsor a road trip for them where they can get as much Dunkin’ as they want with a film crew following them the
whole way. We will take special note of what drinks each family member buys and get to know them as people: their hopes,
dreams, anxieties, and fears. This will be an ethnographic study to see what each member belonging to different generations
thinks most about and how their choice of coffee might reflect their stage in life.

30
Appendix

31
Consent Form

32
Online Survey Questions
1. How old are you? 6. When are you most likely to have coffee?
a. Below the age of 15 a. Early Morning (before sunrise)
b. 15-20 b. Late Morning (after sunrise
c. 21-25 c. Lunch
d. 26-30 d. Early Afternoon
e. 31-35 e. Late Afternoon
f. 36-40 f. Night (after sundown)
g. 41-45 7. Where are you most likely to get your coffee from?
h. 46-50 a. Coffee shops
i. 51-55 b. Fast food places
j. Above the age of 55 c. Made at home
2. Which describes you best? d. Food trucks
a. Student e. Gas stations
b. Recent graduate f. At work/school
c. Young professional g. Restaurants
d. Working adult h. Vending machines
e. Retired i. Other
f. Homemaker 8. Which of the following items are you likely to buy at a coffee house
g. Other a. Pastry
3. What is your gender b. Sandwich
a. Male c. Donuts
b. Female d. Bagel
c. Other e. Cookies
d. Prefer not to answer f. Juice
4. On average, how many hours do you work each g. Hot Chocolate
week? h. Smoothies
a. Open ended i. Tea
5. How often do you drink coffee? 9. What type of coffee do you prefer?
a. More than once a day a. Hot coffee
b. Every day b. Cold coffee
c. 2-3 days a week c. Cold brew
d. Once a week d. Premium drinks (latte, cappuccino etc.)
e. Couple times a month e. Blended Drinks (frappe, mocha)
f. Once a month f. Ready to Drink (pre-canned/bottled)
g. Rarely
h. Never 33
Online Survey Questions
10. How often do you visit the following? (Scaled from 0-10 from never to every day)
a. Dunkin’ Donuts 14. Of the following brands, which have you been aware of since childhood
b. Starbucks a. Dunkin’ Donuts
c. McDonald’s Starbucks
d. Tim Hortons b. Krispy Kreme
e. Krispy Kreme c. McDonald’s
11. To what extent do you agree or disagree with the following statements (choices included d. Tim Hortons
disagree, somewhat disagree, no opinion, somewhat agree and agree) 15. In regards to Dunkin’ Donuts, to what extent do you agree or disagree with
a. Coffee makes me feel good the following statements (choices included disagree, somewhat disagree, no
b. Coffee gives me energy opinion, somewhat agree and agree)
c. Coffee relaxes me a. Has high quality coffee
d. I need coffee to get through the day b. Is convenient
e. I see coffee as a social activity c. Has a wide variety of items
f. I like trying new kinds of coffee d. Allows me to customize my drink
g. I have strong memories associated with coffee e. Is priced reasonably priced
h. I have a go-to brand for coffee f. I like being in their stores
i. Where I get my coffee says something about me as a person g. The store is too crowded
12. Please rank the following from most important to least important when choosing a coffee h. Doesn’t have what I like
house i. Has a good rewards program
a. Packaging j. I have fond memories with this brand.
b. Atmosphere 16. In regards to Starbucks, to what extent do you agree or disagree with the
c. Crowd following statements (choices included disagree, somewhat disagree, no opinion,
d. Noise level somewhat agree and agree)
e. Service a. Has high quality coffee
f. Speed of order completion b. Is convenient
g. Quality c. Has a wide variety of items
h. Variety d. Allows me to customize my drink
i. Customization e. Is priced reasonably priced
13. Which brands out of the following do you see as comforting f. I like being in their stores
a. Dunkin’ Donuts g. The store is too crowded
b. Starbucks h. Doesn’t have what I like
c. Krispy Kreme i. Has a good rewards program
d. McDonald’s j. I have fond memories with this brand.
e. Tim Hortons 34
Online Survey Questions
17. In regards to McDonald’s, to what extent do you agree or disagree with the following statements (choices included disagree,
somewhat disagree, no opinion, somewhat agree and agree)
a. Has high quality coffee
b. Is convenient
c. Has a wide variety of items
d. Allows me to customize my drink
e. Is priced reasonably priced
f. I like being in their stores
g. The store is too crowded
h. Doesn’t have what I like
i. Has a good rewards program
j. I have fond memories with this brand.
18. In regard to the world at large, to what extent do you agree or disagree with the following statements
a. The future feels uncertain
b. The world is changing for the better
c. The future is exciting
d. I feel like most things in my life are out of my control
e. It’s hard for me to make decisions
f. I’m still trying to find my place in the world
g. Life feels more confusing than it used to
h. I miss how things were when I was a kid
i. I feel less secure than I used to
35
One on one interview questions
1. What would your day be like without coffee?
2. When do you want a cup of coffee?
3. Describe your ideal coffee shop.
4. What three words do you associate with Dunkin’ Donuts and Starbucks each?
5. Which is more important at Dunkin’ Donuts and Starbucks- food or coffee?

36
Syracuse Focus Group Questions/Moderator Guide
Moderator Guide for Dunkin’ Donuts Focus Groups

I. Introduction and Warm-Up

Welcome.
“Hi, my name is Chandler. I’m an Advertising Master’s student here at Newhouse, and I will be moderating today’s focus group. It’s my job
to keep the discussion moving and ask for further elaboration when necessary. The purpose of this research is to learn more about coffee
drinking behavior and consumer attitudes towards coffee brands like Dunkin’ Donuts, Starbucks and McCafé.”

Approach.
“The first half of the focus group will be primarily discussion-based, and the second half will be spent on a series of activities such as
drawing pictures. As a general rule, you should address each other instead of me, and you should not speak over anyone else. We want
everyone to speak. Also, please be as honest as possible. There are no right or wrong answers, and all opinions are important to us.”

Logistics.
“This session is being videotaped and audio is being recorded. There are three other Advertising students observing the session from the other
side of a one-way mirror on that wall. They will be taking notes and may have some additional questions for the group at the end. The
recordings are for internal use only. They will be deleted after the project is complete at the end of the semester. Everything you say is
confidential. We may use quotes or materials from the session in our report, but no names or identifying characteristics will be used. This
study is also entirely voluntary. You have the right not to answer any question or participate in any activity you choose. You are also free to
leave the group at any time. Are there any questions before we begin?”

Introductions.
“Let’s start by getting to know one another. Starting from my left and moving clockwise, please say your first name, where you’re from, what
you’re studying, and your favorite pastime. Also, if you have a favorite coffee drink, please feel free to share it.”

37
Syracuse Focus Group Questions/Moderator Guide
II. Discussion

Idealization
“Describe your ideal coffee shop. Is it the kind of place you can spend a rainy Saturday, or are you rushing in and out on your way to work? ”

Personification
“Imagine it’s the first day of class in the Spring semester. Everyone is introducing themselves and sharing a fun fact. One student says they go
to Starbucks every single day. Can you describe that person? What do they look like? How are they dressed? What else do they like to do?
Now, do the same for a student who goes to Dunkin’ Donuts every single day… Lastly, describe a student who only drinks coffee from
McDonald’s.”

Completing a Sentence
“Complete the following sentence. A day without coffee is __”

The Looking Glass

“Imagine that you’ve just walked into a Dunkin’ Donuts. Describe what you see. What do you hear? What do you smell? Describe the people...
Now, do the same for Starbucks… What about McDonald’s?”

38
Syracuse Focus Group Questions/Moderator Guide
III. Activities

Drawing a Picture
“There is a piece of paper in front of each of you with sections labeled Dunkin’ Donuts, Starbucks, and McCafé. Please spend
the next 10 minutes drawing what comes to mind when you think about those brands. You may use the markers we have
provided or any other writing materials.”

Brand Mapping (Quality vs. Convenience; Trust; Customization vs. Simplicity)

“Please turn your attention to the second paper. You will see two scales with two axes each. The first set represents quality
and convenience. The second represents customization and simplicity. Please mark where you would place Dunkin’ Donuts,
Starbucks, and McDonald’s on each scale, and provide a brief explanation of your choices.”

Write a Story (scenes from QSR, coffee chain, independent coffee house, etc.)
“Now, I’m going to show you a series of pictures. For each picture, I’d like you to craft a story. Tell me about the place.
What kind of things do they sell? What are their customers like? What are people talking about in the store?”

IV. Summary, Consensus, and Back-Room Questions

“To recap, you all seemed to agree/disagree with… Is that correct? Is there anything else you would like us to know? Thank
you. I am going to check with our observers to see if they have any last questions before ending the session… Thank you
very much for your time. If you have any questions, please don’t hesitate to reach out via the phone numbers or email
addresses provided.”
39
Syracuse Focus Group
Drawing Exercise
These are examples of drawings from a projective
technique utilized in the Syracuse Focus Group on November
28, 2017. Participants were asked to draw their perceptions of
three major coffee brands: Dunkin’ Donuts, Starbucks, and
McDonald’s McCafe. Afterwards, they discussed their
rationale with the group.

One participant noted the types of people who frequently visit

each chain, with children and families at Dunkin’, young
professionals and teenagers at Starbucks, and older people at
McDonald’s.

Another explained their experiences with the brands. Dunkin’

is a place for iced coffee and a donut at 6 a.m., whereas
Starbucks is a place for expensive treats, and McDonald’s is
primarily a drive-thru for a quick bite to eat.

40
Syracuse Focus Group
Scale Exercise
This is an example of a projective
technique from the Syracuse Focus
Group on November 28, 2017, in
which participants were asked to
rank three major QSR brands
(Dunkin’ Donuts, Starbucks, and
McDonald’s) in terms of Quality,
Convenience, Customization and
Simplicity.

Of these four factors, participants

McDonald’s was generally perceived as very convenient and simple with low
consistently ranked Starbucks very
quality and levels of customization.
highly on quality and
customization, but lower on
Dunkin’ Donuts was frequently placed between the two, scoring fairly highly on
convenience and simplicity.
all four attributes.

41
Boston Ethnography
These images were drawn by our Boston Ethnography group. We asked them to illustrate
the first thing that came to mind when prompted with the brands Dunkin’ Donuts and
Starbucks. The illustrations on the left of each page are for Dunkin’ Donuts and the
illustrations on the left of each page is for Starbucks.

42
References

Account, "Dunkin' Donuts Facebook." Facebook. Facebook. N.p., n.d. Web

Account, Dunkin' DonutsVerified. "Dunkin' Donuts (@DunkinDonuts)." Twitter. Twitter, 21 Oct. 2017. Web.
Account, "@dunkindonuts." Instagram. Instagram N.p., n.d. Web.
Bain, Jennifer, Shawn Cohen, and Dean Balsamini. "Dunkin’ Donuts Blames Store’s ‘layout’ for Rude Treatment of Cops." New York Post. New York Post, 06 Aug. 2017.
Web.
Banjo, Shelly. "Dunkin' Donuts Digs Itself A Hole." Bloomberg.com. Bloomberg, 04 Feb. 2016. Web.
Batista, Fabiana, and Marvin G. Perez. "Brazil Drought Deja Vu Makes Coffee 2017's Commodity Winner." Bloomberg.com. Bloomberg, 15 Jan. 2017. Web.
Bhasin, Hitesh. "SWOT Analysis of Mcdonald’s - SWOT of Mcdonald’s - 4p of Mcdonald’s." Marketing91. N.p., 04 Dec. 2016. Web.
Bloom, Beth. "Snacking Motivations and Attitudes - US - May 2017." Mintel Academic. Mintel Group Ltd., May 2017. Web.
Bonnett, Mimi. "Coffee - US - July 2017." Mintel Academic. Mintel Group Ltd., July 2017. Web.
Bonnett, Mimi “Coffee - US - June 2005” Mintel Academic. Mintel Group Ltd., June 2005. Web.
Bryant, Caleb. "Coffee and Tea on Premise - US - August 2017." Mintel Academic. Mintel Group Ltd., Aug. 2017. Web.
Bryant, Caleb. "Coffeehouses - US - February 2004" Mintel Academic. Mintel Group Ltd., February 2004. Web.
Bryant, Caleb. "Restaurant Breakfast and Brunch Trends - US - July 2017." Mintel Academic. Mintel Group Ltd., July 2017. Web.
Carnes, N., & Lupu, N. (2017, June 05). Analysis | It’s time to bust the myth: Most Trump voters were not working class. Retrieved from
https://www.washingtonpost.com/news/monkey-cage/wp/2017/06/05/its-time-to-bust-the-myth-most-trump-voters-were-not-working-class/?utm_term=.437cfd376a62
Carney, Shannon. "What to Eat at Dunkin' Donuts If You're Trying to Be Healthy." Business Insider. Business Insider, 16 June 2017. Web.
Consecutive Year." PR Newswire: News Distribution, Targeting and Monitoring. N.p., 26 Jan. 2017. Web.
Crean, Robyn, Jason DiCarlo, Amy Granville, and Isaiah King. "Krispy Kreme." Manifest Life. Lasell College, 26 Apr. 2016. Web.
Donuts, Dunkin'. "Brand Keys Names Dunkin' Donuts #1 in Coffee Customer Loyalty for 11th
"Dunkin' Donuts." Dunkin' Donuts. N.p., n.d. Web.
Facebook Home Page: https://www.facebook.com/pg/DunkinDonutsUS/posts/?ref=page_internal
Google Trends: https://www.google.com/trends/
Green, E. (2017, May 09). It Was Cultural Anxiety That Drove White, Working-Class Voters to Trump. Retrieved from
https://www.theatlantic.com/politics/archive/2017/05/white-working-class-trump-cultural-anxiety/525771/
Greenspan, Roberta. "McDonald's SWOT Analysis & Recommendations." Panmore Institute. N.p., 05 Feb. 2017. Web.

43
References

Grobart, Sam. "Everybody Thinks They're Middle-Class." Bloomberg.com. September 15, 2016. https://www.bloomberg.com/features/2016-america-divided/middle-class/.
Hodge, Will, and Matthew Waksman. "Costa: Creating a Nation of Coffee Lovers." WARC. WARC, 2016. Web.
Ichiba, Junichi, Humphrey Chen, and Yuki Tanaka. "The Hunt for an "Authentic" Coffee Experience." WARC. N.p., May 2017. Web.
ICONOSQUARE: http://index.iconosquare.com/brand/dunkindonuts
Jurevicius, Ovidijus. "McDonald's SWOT Analysis 2017." Strategic Management Insight. N.p., 15 June 2017. Web.
Kline, Daniel B. “Coffee Wars: McDonald's, Dunkin' Donuts Fight on Price.” USA Today, Gannett Satellite Information Network, 28 June 2017,
www.usatoday.com/story/money/personalfinance/2017/06/27/when-it-comes-to-coffee-price-isnt-everything/103224458/.
Klout: https://klout.com/
Macke, Dana. “American Lifestyles: Finding Common Ground - US - April 2017.” Mintel Academic. Mintel group Ltd., April 2017. Web.
“"McDonald's Corp In Consumer Foodservice (World)." WARC. Passport, Dec. 2015. Web.
Netlytic: http://www.netlytic.org/
Olenski, Steve. "Time To Make The Donuts: How The Dunkin' Donuts Brand Stays Relevant." Forbes. Forbes Magazine, 06 Mar. 2017. Web.
Social Mention: http://www.socialmention.com/
"Starbucks on the Forbes Top Regarded Companies List." Forbes. Forbes Magazine, n.d. Web.
Sysomos Map: https://sysomos.com/login
Twitter Home Page: https://twitter.com/DunkinDonuts/with_replies
YouGov: https://today.yougov.com/

44
Thank You For Your Attention
Sincerely,
Chandler Condrone
Geoffrey Cook
Rongzhen Guo
Meghana Ramanan