Dunkin’ has been a popular coffee chain for decades, evoking a sense of familiarity and nostalgia for millions of loyal customers. But staying on top in such a competitive industry requires more than great coffee and branding—it takes strategic innovation, bold marketing moves and a deep understanding of consumer behavior.
Want to learn more about the top brands shaping the retail industry? Register for the 2025 CommerceNext Growth Show in NYC, June 24-26.
1. Social Media & Viral Engagement
TikTok & Influencer Marketing: Dunkin’ has become a leading brand in influencer marketing. In 2020, the coffee chain had a highly successful collaboration with creator Charli D’Amelio: “The Charli” drink. Through the influencer’s large Gen Z following (D’Amelio reached 100 million TikTok followers in 2020), Dunkin was able to foster huge engagement from young audiences. According to Influence Hunter, there was a 57% increase in downloads of the Dunkin app and the brand broke its record for daily users the day the drink was released. There was also a 20% overall sales boost for cold brews the day of release and a 45% increase the next day.
Memes & Pop Culture Moments: Dunkin also frequently taps into online trends with humor and relatability, keeping their audience engaged with witty tweets and timely Instagram posts. They stay connected to their customers by commenting on UGC on social media.
2. Celebrity & Pop Culture Collaborations
Dunkin’ understands the power of celebrity endorsements. Their partnership with Ben Affleck (a known Dunkin’ fan) led to two popular Super Bowl commercials and multiple viral moments. Part two of the “DunKings” campaign, “DunKings 2: The Movie” aired on Super Bowl Sunday, following the prior campaign’s success in 2024, resulting in a 1,272% increase in views and 1,428% increase in likes across social media. The new ad called for anyone to be a “DunKing or DunQueen for a limited time with The DunKings $6 Meal Deal.”
Another buzz-worth celebrity collaboration launched in the new year with Sabrina Carpenter. Inspired by her hit song Espresso and signature humor, the campaign for “Sabrina’s Brown Sugar Shakin’ Espresso” featured a series of playful, comedic ads. Just one TikTok from this campaign received over 800k likes and 10 million views.
By leveraging star power and cultural relevance, Dunkin’ continues to turn celebrity collaborations into viral successes that drive engagement and boost brand loyalty.
3. Loyalty & Mobile App Success
Dunkin’s campaigns seamlessly tie into its broader customer retention strategies, including its revamped Dunkin’ Rewards program and mobile app. As of June 2024, Dunkin’s app had over 20 million downloads. The app simplifies ordering with features like order-ahead pickup, contactless payment and in-app exclusive discounts, making it easier than ever to stay engaged.
Within the in-app loyalty program, members earn points on every purchase and can redeem them for free drinks, food and special perks. As a bonus, customers have access to personalized deals, birthday rewards and exclusive bonus point challenges.
4. Community Engagement & Local Store Marketing
Dunkin’ empowers franchises to engage with their local communities through tailored marketing campaigns, including:
- Geo-targeted Ads & Promotions: Mobile app deals customized to local customer preferences.
- Neighborhood Sponsorships & Partnerships: Collaborating with schools, sports teams and community events.
- Local Store Promotions: Store-specific offers, like seasonal promotions, happy hour specials and student discounts
Dunkin’ is also known for its commitment to giving back, with initiatives such as:
- Dunkin’ Joy in Childhood Foundation: Provides funding and support to children battling hunger or illness.
- Community Appreciation: Many locations offer free coffee or discounts to teachers, healthcare workers, firefighters and police officers.
Dunkin’s localized approach enhances brand recognition while catering to the unique preferences of different communities. By seamlessly integrating innovative digital marketing with traditional marketing strategies, Dunkin’ builds meaningful, long-lasting customer relationships that keep its brand both relevant and deeply connected to its audience.
5. Competitive Coffee Wars & Promotions
Dunkin’ positions itself as a more affordable and convenient alternative to its most direct competitor, Starbucks. Key competitive strategies include value-based pricing, speed/convenience and a simplified menu. It doesn’t end there —Dunkin uses limited-time promotions including $1 coffee days, free coffee Mondays for loyalty program members and seasonal deals to keep customers engaged.
Dunkin’s success lies in its ability to adapt to evolving consumer behaviors while staying true to its core strengths—digital innovation, strategic partnerships, competitive promotions and community engagement. Want to learn how top brands are driving growth in 2025? Register now for the 2025 CommerceNext Growth Show to gain exclusive insights from industry leaders shaping the future of retail and ecommerce!
