Client
Dunkin’ Donuts
450 Franchises in the Chicagoland area
Products: Donuts, Hot Coffee and Smiles

What they needed
Customers to taste and slurp.
Well known for their hot coffee and donuts, Dunkin’ Donuts wanted to focus on growing their beverage business with new products which included lattes, iced coffees, smoothies and a targeted age-group product, SoBe Coolata. To successfully launch these new products, they needed customers to buy them.

Our Think
Sample. Sample. Sample.
Research indicated that 60 percent of customers who sample products they like will purchase that product within 30 days. Given that research, we launched the first Chicago area Dunkin’ Donuts Sampling Van.

Now in its second full year, the Dunkin’ Sampling Van travels the Chicago market to theme park, concerts, fairs, festivals, marathons and major sporting events. This is one cool beverage on wheels! Consider that it regularly visits Charter One Pavilion, Sox Park, Wrigley Field, the Arlington Million, B96 Summer Bash, Brookfield Zoo and many more! Maclyn is the van manager. To save the customer time and ensure the highest quality service and delivery in the Sampling Van, we hire and train the staff, order the product, secure all events and maintain the vehicle.

What happened
The new beverage line business is up 7% since the van launch. National TV ads, radio ads, the Dunkin’ corporate team and the stores are a major part of that success, but, the van was the rolling kick-off that went into the crowds and delivered the goal – customers.