Partnerships matter for branded chain restaurants and Dunkin is one beverage / coffee company that has excelled with tis partnerships of late according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Dunkin continues to elevate brand value driving new electricity into its relationship with consumers.
So, when CarMax, Inc. and Dunkin’ began inviting people to “do donuts” during their 24-Hour Test Drive – the delicious kind with frosting and sprinkles you just know it would be fun. Through May 16, CarMax customers who participate in the 24-Hour Test Drive will receive a $10 Dunkin’ gift card to keep their daily routine running during their test drive—and that of course means a trip to the Dunkin’ drive-thru for their favorite coffee and donut order.
Once again Dunkin is leveraging the value of its brand to drive home a message on one of its core products donuts, leveraging interactive participatory food marketing according to Johnson.
Sarah Lane, Vice President, Marketing at CarMax, stated, “At CarMax, we believe the car-buying experience should be as enjoyable as possible while ensuring customers feel confident with their decision, which is why we introduced 24-Hour Test Drives as part of CarMax’s Love Your Car Guarantee,”. “We want customers to experience a day in their life with their new ride and since America Runs on Dunkin’, we know that includes a trip through the Dunkin’ drive-thru for their favorite order. Collaborating with Dunkin’ on “Doin’ Donuts” makes CarMax’s 24-Hour Test Drive experience that much sweeter.”
So, get this, customers at participating CarMax locations who take a 24-Hour Test Drive will receive a creative checklist of ideas to help ensure they are getting the most out of their 24 hours — such as taking their dog for a drive, packing the trunk with their favorite cargo to ensure it fits, and of course, visiting a drive-thru to make sure the cupholder can fit their Dunkin’ Iced Coffee. What are you waiting for?
Melanie Rabino, Director, Brand Engagement at Dunkin, stated, “You never truly know if a car is right for you until you’ve taken through a Dunkin’ drive thru’. “Making sure your new vehicle’s cup holders perform perfectly in holding your Dunkin’ Iced Coffee, or other go-to order, is the perfect test.”
It’s just gets better, as actress, New York Times best-selling author, and podcast host Busy Philipps is also joining in on the fun. She’s as busy as ever, and with a CarMax 24-Hour Test Drive, she can take her test drive on the go. Whether she’s running errands or headed to her next acting gig, Busy is demonstrating via Instagram what she recommends doing during a test drive to ensure a car meets all her needs before committing. And of course, she can’t start the day without a pick-me-up from Dunkin’.
Busy Phillips, stated “Everyone wants to be in control of their car buying decisions,”. “CarMax not only made my experience fun, but they also provided ease and confidence with a 24-Hour test drive fueled by Dunkin’. Having the car for a full day gave me the ability to see and learn every feature and how it seamlessly fit into my busy schedule.”
CarMax’s 24-Hour Test Drive offering is a part of the company’s signature experience — the Love Your Car Guarantee — providing unrivaled peace of mind and buyer confidence as customers experience a day in their life with a new ride prior to purchase. CarMax’s Love Your Car Guarantee also includes a 30-Day Money Back Guarantee, giving customers 30 days to fall in love with their car or return it for a full refund up to 1,500 miles. This offering is unmatched in the automotive industry.How is your brand building new electricity?
According to Johnson, “Brand relevance today is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”
All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. How is your brand building new electricity? According to Johnson.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.
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