Dunkin’ Donuts: Social Media Support for Franchisees

Dunkin’ Donuts is a big believer in social media. Take a look at its Twitter, Facebook, and YouTube pages.
The corporate office at Dunkin’ Donuts does a lot of the heavy lifting for social media, so franchisees do not have to do so. As reported by Beth Negus Viveiros for Chief Marketer: “Dunkin’ Donuts is one brand that goes heavily local, but from a corporate level. For example, Dunkin’ Brands doesn’t encourage local franchisees to do things like start their own Facebook pages, not only because of the work involved (which franchisees quickly learn they don’t have time for) but the tremendous support the corporate social machine can give them.”
Click the image to read more of Viveiros’ report.



This entry was posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer, Social Media and Retailing and tagged , , , , , , , , , , , , , , . Bookmark the permalink.

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