Dunkin’ Donuts: WiFi Winners of New York City

Which coffee chain do you think has the most locations in New York City?  What about the chain with the most free WiFi?

If you said Starbucks, you guessed the second largest.  Sure, the title of our post may give it away, but it was a surprise to us when we found out!  The answer, by a surprisingly large margin, is Dunkin’ Donuts.

Not only does Dunkin’ have the most locations of any coffee chain in the New York City, it has the most NYC locations of any franchise period.  It’s the sixth year in a row Dunkin’ Donuts topped the list of national retailers with the most shops in New York City.  As the #1 most populated franchise, they have over 500 locations throughout the 5 boroughs.  While Starbucks outnumbers them in Manhattan, the overall numbers aren’t close.
Dunkin Donuts Starbucks Locations

Here are three beautiful visualizations from the Boston Globe, who mapped out every location across the country of both coffee franchises.  Not surprisingly, there’s a large East/West coast disparity.

Dunkin' Donuts vs. Starbucks locations in the United States

Dunkin’ Donuts vs. Starbucks locations in the United States

Dunkin' Donuts vs. Starbucks locations in Massachusetts, where DD was founded in 1950.

Dunkin’ Donuts vs. Starbucks locations in Massachusetts, where DD was founded in 1950.

Dunkin' Donuts vs. Starbucks locations in NYC, where SocialSign.in is headquartered.

Dunkin’ Donuts vs. Starbucks locations in NYC, where SocialSign.in is headquartered.

Looking outside the U.S, Dunkin’ has 10,500 locations across 31 countries.  It’s amazing that New York City alone accounts for 4.8% of their global footprint.  We looked at the 50 Dunkin’ Donuts locations closest to Union Square, a 10% sample size of NYC, and discovered the following statistics.

46% of Dunkin' locations in NYC offer Baskin Robbins, while 86% offer free WiFi and 94% participate in the DD Perks Loyalty program.

46% of Dunkin’ locations in NYC offer Baskin Robbins, while 86% offer free WiFi and 94% participate in the DD Perks Loyalty program.

When it comes to WiFi, Dunkin’s Donuts provides it in over 430 locations around NYC.  With 94% of locations offering the Dunkin’ Donuts Perks Rewards program, it’s not a surprise that the chain surpassed 1,000,000 members in June 2014.

As part of the brand’s efforts to help keep people connected as they keep themselves running on Dunkin’, Dunkin’ Donuts announced today that almost all of its U.S. restaurants offer free Wi-Fi for all guests, and the vast majority of these restaurants (more than 80%) offer high-speed Wi-Fi access.- Dunkin Donuts “Appiversary” Press Release

While it’s an impressive milestone, and certainly a strong indication of early adoption, that number only accounts for a fraction of their customers. Dunkin’ proudly serves 3 million customers per day, and if you don’t have a calculator on you, that’s one billion ninety-five million yearly customers.  If you crunch the numbers, only 9.1% of their customers are part of their loyalty program.  It’s still a great start to a program that launched a little over three years ago.

Dunkin Donuts Coffee SalesSo Dunkin’ has millions of customers every day, and a loyalty program growing in popularity, but what about on social media?  Let’s take a look at how they stack up to Starbucks.

Facebook

Dunkin Donuts Facebook Page

Dunkin’ Donuts ranks 129th among brand fan pages on Facebook.

Starbucks Facebook Page

Starbucks ranks 14th among brand fan pages on Facebook.

While Starbucks may outperform Dunkin’ on Facebook, both are ahead of brands like Taco Bell, Burger King, Gatorade, Marvel and Lays when it comes to likes, followers and engagement.

Twitter

Dunkin' Donuts Twitter Followers

Starbucks Twitter Followers
On Twitter, the picture isn’t so pretty, with Starbucks holding a 10:1 margin when it comes to followers, even with one thousand less tweets.  The big questions we’re asking ourselves are how did that happen, and how can we help it change?

We don’t have an answer for the former, but as far as the latter is concerned, we believe the answer is clear.  Use the existing WiFi infrastructure prevalent in 80% of locations nationwide.  With it, Dunkin’ Donuts can bridge the gap between those 3 million daily visitors and the online social channels/loyalty programs they hope to engage them with.

 

Thanks for reading our blog.  Subscribe to stay updated on all the exciting developments at SocialSign.in, and comment if you have any questions.  Are you a restaurant or business owner that wants to learn more about your customers?  Contact us today to discover how we can help. 

 

 

 

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