One of the biggest factors working in favor of the Dunkin Donuts restaurant
located on Green and Wright is that the brand sells itself. It is an easily recognizable
brand since it has been in business for 60+ years and has to date around 7,000
locations in the United States and growing. Therefore, its placement near a large
university that has students coming from all over is a huge benefit; it can bring a
sense of familiarity to a student who is new to the area.
Once inside, the service is great. The employees are friendly, service is quick,
and they have even separated the ordering area from the pickup area. This is
beneficial to those on the go who just want a quick cup of coffee. Their menu is
clear and easy read and the store is kept very neat and clean. Outside the store
there are large advertisements of the seasonal products. The colors are easily
recognizable to the brand.
The most prevalent weakness of the Dunkin Donuts franchise on Green Street is
the congestion that accumulates while waiting for an order during the busy hours of
operation. The main sources of this franchise’s weaknesses derive from the
difference in timing when taking an order and preparing the product, but also in the
lack of organization that is associated with the waiting customers that have already
placed their orders.
During the morning rush, if an order is placed that exceeds anything more than a
cup of coffee, the customer is forced to stand aside waiting until their purchased
items are called out as ready. The speed in which the orders are taken is
significantly faster than the rate of production for food; this leads to a crowd of
customers idling around the same counter top waiting for their orders to be yelled
out. With all the commotion created within the crowd, it is very difficult to accurately
depict which orders are being described, thus resulting in confusion between
customers when receiving their purchases.
There is a possible opportunity that would effectively combat the disorganization
of the customers waiting for their orders to be prepared. The opportunity lies in a
system that incorporates both an emphasized order number, and an easily viewable
screen that displays the order currently ready for pick-up. The current franchise only
calls out whatever product has been prepared and presently ready; meaning if a
customer orders a toasted bagel and a breakfast sandwich, each item would be
called out individually as opposed to an order as a whole. The implementation of the
screen would allow customers their preferences of personal space, because no
longer would a customer need to wait next to the pick-up counter in order to hear
their order being called.
By applying a specific order number to each purchase, and then displaying it on
the screen, it would drastically reduce the confusion created when multiple orders of
similar nature are being served up simultaneously. The application of this system will
eventually result in a reduction of the time difference between an order being taken
and an order being prepared. By having a specific order number applied to a group
of products then displayed to the waiting customers, the employee will not need to
wait on the customer to deliver the food but rather return to preparing another order.
Dunkin Donut’s main competitors include Starbucks, Espresso Royale, and
Panera’s. Although coffee at Starbucks is more expensive, it is a more popular
place for its coffee variety and specialty, and it offers fancy Italian-named drinks
glaring from the menu. Because of the specialties, people are willing to pay the
extra money for the drinks. Starbucks also has a large area space for seating. It
has a more comfortable and laid back environment where friends can gather
together to have a meeting, chitchat, or study. Dunkin Donuts is more of a place for
people to grab a drink and go. Due to the large seating area and a better
environment for students to hang out, Starbucks may attract more customers. An
additional great feature to Starbucks is that the coffee shop has wooden tables,
soothing green colors, and hipster-jazz music. The establishment at Espresso
Royale is also larger and can accommodate students for studying.
Dunkin Donuts offer breakfast sandwiches and sweets. However, across the
street, there is a Panera’s where the sandwiches and pastries are more
upscale. Like Starbucks and Espresso Royale, Panera’s have a large space where
seats and couches are spread out, and students can spend a while at the restaurant.