Recently, Dunkin’ Donuts has been troubled with slipping sales and has undergone a bit of a makeover in recent months. Remember when the chain dropped the “Donuts” portion of its name at a store in California, or pared down its menu? Now, the company is switching gears to focus more on deals, and they’re giving customers more of them. Is there anything better than Dunkin’ Donuts discounts? Well, yes… There probably is. BUT, we’ll take what we can get.
The chain announced its third-quarter financial results this past Thursday, noting that for the sixth straight quarter overall traffic has fallen. In all, foot traffic across the United States declined 2%.
The Consumerist reports that while same-store sales increased by 0.6%, overall income for Dunkin’ Brands — which also counts Baskin Robins in its portfolio — fell slightly by about $500,000.
In the face of falling sales, and fewer customers walking through the doors, Dunkin’ CEO Nigel Travis tells Reuters the chain will increase the number of promotions it runs.
“Our franchisees are now seeing the value of value and you will see a lot more in the future,” said Travis.
The company plans to focus the deals on its mobile app, providing loyalty members with personalized ads and perks, Reuters notes.
In the past, the company has run promotions such as “2 for $2” egg and cheese wraps and prize promotions on drinks.
Nigel pointed to the company’s recent “Sip. Peel. Win” promotion as an example of a successful deal, noting it had driven hot coffee sales.