Filed under: delighters, design research, retail and restaurants, social media | Tags: dunkin donuts, dunkin run, Hill Holiday, impulse buy, munchkins, packaging, sustainability
You would think that since I’m in marketing and product development, I’d be immune to impulse buys. But on a recent road trip, I stopped at my local Dunkin’ Donuts and STILL could not resist this cup of Munchkins strategically placed next to the register. Here’s why I am a sucker:
1. Although I consider myself somewhat Green, I compromised my values: convenience over sustainability. I offset the guilt by rationalizing, “Oh, I can recycle this packaging.”
2. The math is all wrong: Four Munchkins in a cup = $1.00. Single jelly donut = $0.89, and more filling. I paid a premium to make myself feel like I wasn’t eating unhealthy.
The lesson: Sometimes understanding a customer’s complex decision-making process gives you the tools to make them behave in strange ways. And the most remarkable part is that this “innovation” probably cost practically nothing to develop; Dunkin Donuts recombined products they already had.
The experience also reminded me of a fun story I came across: The making of Dunkin’ Run. It’s a quick look at how Hill Holiday brought this nifty service from concept to reality. Dunkin’ Donuts even launched a mobile app to extend the platform.
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