CASE STUDY: Dunkin' Donuts drive breakfast sales with mobile app
Provided by Contagious Communications Ltd.
Coffee chain in South Korea drives breakfast sales with evaporating time sensitive discounts via Morning Start-up mobile app.
What was the Challenge / Background of the Campaign?
Encourage young people (20-30) in South Korea who skip breakfast to get into the habit of having breakfast with an entertaining, game-like method.
Korean restaurants traditionally have trouble with breakfast sales, with Dunkin' Donuts estimating that 33% of all Koreans between 20 to 30-years-old skip breakfast every day.
What was the Campaign Objective?
To get more young people into Dunkin' Donuts stores at breakfast time, to increase the sales of Dunkin' Donuts morning menu items.
What was the Solution?
Dunkin' Donuts launched the Morning Start-up app in South Korea that instills some digital urgency to breakfast offers. The Morning Start-Up app sees users select their breakfast item as the morning alarm goes off, and gives them three hours to reach Dunkin' Donuts. Using the app's audio-tagging ability to verify the customer's presence in the store, they are then treated to a breakfast coupon, driving sales.
The Morning Start-Up lets users chart daily wake-up times, favourite items, and total discounts earned, and share experience with friends via social networks.
What were the Results?
The Morning Start-Up offer debuted in five stores in Seoul as part of a test run. Dunkin' Donuts has since decided to expand the programme across South Korea.
What were the Key Learnings of this Campaign?
Dunkin' Donuts has made a smart move by integrating Morning Start-Up into peoples' daily routines. By making the brand one of the first things people see in the morning - and providing a necessary service (the alarm clock) - the company is making sure Dunkin' Donuts is on customers' minds nearly every morning.
The ultrasonic aspect of the app is an interesting novelty which creates a physical embodiment of the app in-store that may drum up downloads, alerting existing customers of the app's existence in a curious way. It's a nifty blend of high and low tech.