Brand Battles: Starbucks vs. Dunkin’ Donuts
Published November 12, 2013
For years, two popular coffee brands have been battling for customer appreciation and have worked hard to get it. While there are many similarities between each company, there are also many differences. Take a look at the background info, audience, menu, and marketing efforts of Starbucks and Dunkin Donuts:
Background
Founded
Starbucks – 1971, Seattle, Washington
Dunkin Donuts – 1950, Quincy, Massachusetts
Number of Locations
Starbucks – Over 20,890
Dunkin Donuts – Over 10,080
Audience
Audience Type
Starbucks – “premium” coffee drinkers: college-goers, music lovers, “adventurists”
Dunkin Donuts – “average Joe” coffee drinkers: social moms, sports fans, family travelers
Major U.S. Market
Starbucks – West Coast
Dunkin Donuts – Northeast
Menu
Drink Options
Starbucks – various coffee roasts & flavors, cappuccinos, lattes, espresso, Frappuccinos, macchiatos, smoothies, teas, various hot chocolates
Dunkin Donuts – coffee flavors, cappuccinos, lattes, espresso, Coolattas, Dunkaccinos, teas, various hot chocolates
Breakfast Options
Starbucks – muffins, scones, fritters, bagels, parfaits, breakfast sandwiches, cookies, danishes, brownies, cakes, oatmeal, breakfast wraps
Dunkin Donuts – donuts, muffins, croissants, bagels, hash browns, English muffins, biscuits, danishes, cookies, breakfast sandwiches, oatmeal.
Lunch Options
Starbucks – “Bistro boxes”, salads, sandwiches, paninis,
Dunkin Donuts – sandwiches, wraps
Marketing
Product Pushes
Starbucks – specialty coffees
Dunkin Donuts – iced coffees, breakfast items
Social Media Presences
Starbucks – Facebook, Twitter, YouTube, Instagram, Pinterest
Dunkin Donuts – Facebook, Twitter, YouTube, Instagram, Pinterest, Vine
Social Media Posts
Starbucks – artsy product photos, some fan mentions, coupons
Dunkin Donuts – product photos, lots of questions for fans, “Fan of the Week,” coupons,
Direct Campaign Attacks
Starbucks – None on Dunkin Donuts specifically
Dunkin Donuts – “Friends Don’t Let Friends Drink Starbucks” campaign
Marketing Mentions
Starbucks – introduced Pumpkin Spice latte for fall; bottles and sells its own iced coffee; launched mobile app in 2011; opened first LEED-certified store in 2005; has partnered with Apple, MSNBC, and Google
Dunkin Donuts – introduced brand k-cups for Keurig, has a slogan: “America Runs on Dunkin'”; ranked #1 in customer loyalty by Brand Keys for 7 years in a row; has partnered with a variety of celebrities, actors, and product makers
