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Dunkin Brands Group SWOT & PESTLE Analysis

ID : 52391453| May 2018

COMPANY PROFILE -Dunkin Brands Group Inc.

Business Sector :Restaurants and Food

Operating Geography :Canton,Massachusetts,North America

About Dunkin Brands Group Inc. :

Dunkin Brands Group Inc. was established in 1950. This holdings company acts as a franchisor of Quick Service Restaurants (QSR) for its brands, the most popular among them being Dunkin Donuts and Baskin Robbins. The former offers both hot and cold coffee variations and baked items while the latter offers Ice cream products. These brands are further segmented as Dunkin’ Donuts-US, Dunkin’ Donuts International, Baskin-Robbins-Us and Baskin-Robbins International. The major sources of the company’s revenues arise from royalty from the respective franchisees, lease income, sales of their products and licensing fees for their products sold over retail channels. It has operations in 60 countries with 20,500 distribution points around the globe out of which 12,538 belonged to the Dunkin’ Donuts brand while 7,982 were of the Baskin-Robbins brand.

The original mission statement (referred to as the “philosophy”) of Dunkin' Donuts came straight from the founder: "Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”

Both brands share the same vision: deliver high quality food and beverages quickly, affordably and conveniently in a welcoming environment.

Dunkin Brands Group Inc. Revenue :


$860.5 million – FY ending 31st Dec 2017 (y-o-y growth (negative) -3.8%)
$828.9 million– FY ending 31stDec 2016

Competitive Analysis of Dunkin Brands Group Inc.

SWOT
PESTLE
The SWOT analysis for Dunkin Brands Group is presented below:
Strengths
Weaknesses
1. Firm Brand Recognition and Recall
2. Remarkable Growth
3. Product Quality and Trust
4. Global Reach and Accessibility
5. Unparalleled Convenience
6. Pricing and Promotions Strategy
7. Franchisee Business Model
1. Understanding Customer Palate
2. Surmounting Debts
3. Sluggish International Expansion
4. Legal battles and Lawsuits against franchisees
Opportunities
Threats
1. Co-creation in Customer Service
2. Corporate Social Responsibility
3. Product Differentiation
4. Increased offerings in the health segment
5. International Expansion
1. Global Food regulations
2. Market Share Volatility
3. Health and Fitness Fads
4. Price Wars
5. Shelf life
6. Raw materials Procurement Expenses
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Dunkin Brands Group Inc.

 

Strength

1. Firm Brand Recognition and Recall: The Dunkin Brands Group is made up of two trademark brands. Dunkin’ Donuts is widely recognized for its delicious doughnuts and impeccable service. It also doubles up as a coffee house. Baskin Robbins is the world’s largest chain of restaurants that specializes exclusively in Ice cream delicacies. Dunkin’ Brands main clientele are the average everyday breakfast customer. The loyalty their customers exhibit is what drives the company forward. Both these brands have successfully carved a niche for themselves in the market and also hold significant share of mind with the consumers. Towards the end of FY 2017, the company saw an increase in their loyalty program membership by 2 million. DD Perks is now an 8 million member strong program. The Company has recently been rated as a leader in consumer engagement by Brand Keys Customer Loyalty Index for the 12thyear in a row.

2. Remarkable Growth: Over the years, Dunkin’ Brands profits have quadrupled and their economic standing is looking very optimistic. In FY 2017, the store sales growth had gone up by 0.6% in the U.S. Out-of-restaurant retail sales saw a 30% rise in 2017. The overall demand is on an ever increasing trend line. The company has successfully established 440 new restaurants in FY 2017. Their loyalty program DD Perks saw an increase of 2 million members bringing the total to a grand 8 million members. The Earnings per share (diluted and adjusted) jumped by 7.5% while revenues increased 3.8% for FY 2017.

3. Product Quality and Trust: In terms of their products, Dunkin Donuts offers a variety of 1,000 doughnuts to their customers. Baskin Robbins offers a record 31 flavours of ice creams, making them a crowd favourite in this space. In addition to this, they have been a brand that has always listened to their customer feedback. In a recent announcement from Dunkin’ Brands, Dunkin’ Donuts decided to remove all artificial dyes from their doughnuts ushering in the New Year in style.

4. Global Reach and Accessibility: The Company has given due credence to the place attribute of the marketing mix elements. They are located at places where customer density is at the maximum. It is common to find them at International airports and town squares. They also offer drive-in facility at certain key outlets. Dunkin Brands are established in the leading economic markets of the world. The Company increased their total restaurant count by 440, 313 of which were Dunkin’ Donut restaurants for FY 2017. The total sales of retail out-of-restaurant products rose by 30 %.In 2017, CPG goods of both their chief brands achieved $900 million in retail sales out of which $150 million attributed by ready-to-drink iced coffee. Dunkin’ Donuts branded CPG business doubled to $400 million in retail sales as compared to 2014.

5. Unparalleled Convenience: The On-the-Go Mobile Ordering (OTG), feature for privileged members under DD Perks program, is highly successful with an 80 percent retrial rate. Furthermore, digital initiatives in tandem with the Next Generation concept restaurant will be implemented in 2018 after its inception in January, 2018. It would include features such as innovative drive-thru technology and mobile order drive-thru lane, which will be a first in the U.S. The online dessert sales rose by 8% in FY 2017. Baskin-Robbins introduced home delivery in collaboration with DoorDash serving half the users in the system currently and is growing at a fast pace.

6. Pricing and Promotions Strategy: Dunkin Donuts follows a competitive pricing strategy that has rendered them an edge over other biggies like Starbucks who are known for their Coffee brand. A majority of Dunkin’ Brands shops operate on the franchise business model. This goes a long way in reducing their capital expenditures and promotions strategies. This allows their finance team to concentrate on more futuristic problems such as product differentiation and identification of potential markets.

7. Franchisee Business Model: Dunkin' Brands operates on a 100% franchised business model. This lends it a great competitive advantage over its competitors as the Company is not tied down with overseeing the day-to-day operations of the restaurants and outlets, it can better focus on menu innovation, marketing, expanding accessibility, customer tastes, franchisee coaching and support, and other initiatives to drive the overall success of our brand. The franchisee business model comes packaged with many strategic and financial benefits. With limited capital investment, this business model permits Dunkin' brands to expand their points of distribution and work on brand recognition. They also generate revenue by charging royalty and fees associated with franchised restaurants, claiming rent from restaurant properties that Dunkin' leases or subleases to franchisees and sales of ice cream and other products to franchisees in certain international markets.

Weakness

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Opportunity

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Threat

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References used in Dunkin Brands Group Inc. Analysis Report

http://investor.dunkinbrands.com/static-files/797ff4b1-73b5-42ae-8fd1-473b938ad3ed

http://economics-files.pomona.edu/jlikens/SeniorSeminars/Likens2012/reports/Dunkin.pdf

http://investor.dunkinbrands.com/news-releases/news-release-details/dunkin-brands-reports-fourth-quarter-and-fiscal-year-2017

Copyrights and Disclaimer

Dunkin Brands Group Inc. SWOT and PESTLE analysis has been conducted by Rohit John Kurian and reviewed by senior analysts from Barakaat Consulting.

Copyright of Dunkin Brands Group Inc. SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

Dunkin Brands Group SWOT & PESTLE Analysis
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