Dunkin’ Donuts debuts new group-ordering platform

CANTON Mass. Dunkin’ Donuts unveiled this week a new, interactive website and iPhone application that officials say will allow customers to place group orders faster and more efficiently.

The iPhone application can be found on iTunes and downloaded at no charge.

The website, www.DunkinRun.com [3], invites customers to peruse the chain’s menu, select their favorite items and tell their friends or colleagues who are planning a group trip to a local Dunkin’ store to integrate it into their list of orders. The order must then be brought to the store as either a printed page or on an iPhone or mobile device. The new platform does not include an online ordering capability, although officials said that could be a consideration for the future.

The program is a collaboration between Dunkin’ Donuts and its advertising and digital agencies of record, Hill Holliday and Studiocom, respectively.

 

“We’re all about offering high-quality, easy-to-order products and getting our customers on their way and back into their busy lives as quickly as possible,” said Frances Allen, Dunkin’ Donuts’ brand marketing officer. “Dunkin’ Run extends that same spirit and commitment to the office, the dorm or any group, by leveraging fun and exciting online and mobile tools to make it even faster and easier to keep yourself and others running with a great cup of coffee or a breakfast sandwich at any time of the day.”

Baba Shetty, chief media officer for Hill Holdiay, added: “We conceived of Dunkin’ Run as a social application that helps hard-working Americans stay slightly more productive. It’s based on the idea of reciprocity — I’ll get your coffee today and hopefully you’ll get mine tomorrow — in a way that perfectly complements the ‘we’re in it together’ ethos of the Dunkin’ Donuts brand.”

Dunkin’ Donuts, a subsidiary of Canton-based Dunkin’ Brands Inc., currently operates more than 8,800 stores in 31 countries and reported systemwide sales of $5.5 billion in 2008.

Contact Elissa Elan at [email protected] [4].