Dunkin’ Brands offers AI marketing to US locations with HubKonnect partnership (2024)



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Dunkin’ Brands, the company which includes Dunkin’ Donuts and Baskin-Robbins in its portfolio, is partnering with HubKonnect to offer marketing solutions driven by artificial intelligence (AI) to its franchisees around the U.S. as they consider what local marketing strategies may work best at a local level.

The partnership, which was announced by HubKonnect on Tuesday, will run for three years into 2026 and make its platform one of the tools available to not only the standalone Dunkin’ restaurants but also the 1,500 sites with combined Dunkin’ and Baskin-Robbins restaurants and over 1,000 Dunkin’ franchisee networks.

HubKonnect’s AI-informed local store marketing (LSM) utilizes data related to consumer behavior and uses it to adjust tactics around demand and delivery, create hyper-personalized marketing campaigns and analyze the return on investment for each tactic at every location.

HubKonnect CEO and co-founder Michael Koch told FOX Business, "The focus is leveraging our award-winning technology, leveraging the Dunkin’ brand in those communities, and really expand to leverage data to provide that to drive mobile app usage and their strategic initiatives from an executive level."


Dunkin’ Brands offers AI marketing to US locations with HubKonnect partnership (2)

Dunkin' Brands, the parent company of Dunkin' Donuts and Baskin-Robbins, will leverage HubKonnect's AI-informed local store marketing solutions through a three-year partnership. ((Photo by Alexandra Schuler/picture alliance via Getty Images) / Getty Images)

HubKonnect’s AI system draws its insights from a variety of data sources, including demographic data, mobile data, custom consumer personas, plus the company’s proprietary data and more.

Brands like Dunkin’ with multiple units can use that data to evaluate how various marketing strategies may work at the local level by optimizing turnaround times, spotting customer trends and preferences, and building community relationships. HubKonnect says that its system shows an average return on investment of 6 to 10%.


Dunkin’ Brands offers AI marketing to US locations with HubKonnect partnership (3)

HubKonnects platform provides Dunkin' franchisees with marketing plans tailored for local conditions using AI. (Courtesy of HubKonnect / Fox News)

Koch explained that when an individual franchisee or someone in their organization logs in, they have site characteristics for each location that help users understand the local competitive landscape and traffic-driving opportunities in the area.

"Through that platform with three easy steps, they select a location, business objective, the time period. And then with the push of a button, we then create – leveraging the data, the mobile data, understanding all that information – five marketing tactics that get overlaid on a consolidated marketing calendar for Dunkin’," Koch said.

"Now, these local tactics are also overlaid by the entire national marketing calendar, we have all the regional marketing calendars, so our AI brain takes all that into consideration when we make that local recommendation to be able to best activate that tactic."


Dunkin’ Brands offers AI marketing to US locations with HubKonnect partnership (4)

HubKonnects dashboard provides clients like Dunkin Brands with AI-informed marketing plans. (Courtesy of HubKonnect / Fox News)

HubKonnect’s partnership with Dunkin’ also contains specific brand assets that match the data, demographics, and style set within each individual location. As more localized marketing campaigns are carried out, the AI system further refines its data sets and can make better recommendations.

"With every single tactic that’s done, the systems get smarter and smarter. So we’re not only building a unique local data set for that individual location, but we’re also building a unique data set for that [designated market area], for that region, as well as for overall Dunkin’. So the tactic that you would use in, let’s say Omaha, Nebraska, is different than you would use in downtown New York, based off of those individual trading areas," Koch explained. "So our system takes all that into place to provide them with those assets to be able to drive sales transactions, recruiting, mobile app usage. So that’s really what we’re driving."

Dunkin’ franchisees are also provided with assistance from HubKonnect advisors who are brand-centric for Dunkin’ and provide advice in choosing between the various marketing tactics at their disposal or to capitalize on a given event in their community and execute those plans through the platform.


HubKonnect is a fully bootstrapped company that created its AI marketing solutions system in 2016 and has worked with other quick-service restaurants like McDonald’s, Chick-fil-A, Bojangles, Wahlburgers and more. The company was initially brought in to review the Dunkin’ marketing ecosystem and will now serve as a tool to assist the brands' franchisees.

* This article has been updated with clarifying information about HubKonnect's role as a tool in the Dunkin' Brands marketing network for its restaurants and franchisees.

Dunkin’ Brands offers AI marketing to US locations with HubKonnect partnership (2024)


Does Dunkin Donuts use artificial intelligence? ›

Dunkin' Brands, the company which includes Dunkin' Donuts and Baskin-Robbins in its portfolio, is partnering with HubKonnect to offer marketing solutions driven by artificial intelligence (AI) to its franchisees around the U.S. as they consider what local marketing strategies may work best at a local level.

What marketing strategy does Dunkin Donuts use? ›

Dunkin Donuts uses a multichannel marketing mix to cater to the needs of customers. This includes traditional channels and digital channels to leverage the mass appeal built over decades of successful campaigns.

How do Dunkin Donuts use sensory marketing? ›

Dunkin' Donuts, in partnership with the ad agency Cheil, took the marketing world by storm with their Flavor Radio campaign. By equipping public buses with atomizers that dispensed the smell of coffee synchronized with their radio jingles, Dunkin' Donuts created an immersive experience that was hard to ignore.

How brands are using AI in marketing? ›

How Does AI in Marketing Work? AI in marketing and advertising is used to segment customers, message them at optimal times and personalize campaigns. Oftentimes, AI also works to automate these processes to save businesses time and money.

How does Dunkin use technology? ›

The change begins with mobile ordering. As of last year, Dunkin' Donuts customers are able to use the Dunkin' Donuts mobile app to order coffee, donuts and other food items ahead of time, and then swing by an outlet, grab their snacks and go again.

What are the 4 P's of marketing Dunkin Donuts? ›

Overall, Starbucks and Dunkin' Donuts use a variety of marketing strategies to attract and retain customers. These strategies are based on the four Ps of marketing, which include product, price, promotion, and place.

Why Dunkin Donuts is successful in USA? ›

Key Factors Driving Global Success

A Focus on Quality and Value: Dunkin' Donuts has maintained a commitment to providing high-quality coffee and donuts at affordable prices. This has resonated with consumers around the world, who appreciate the brand's value proposition.

Who is Dunkin Donuts biggest competitor? ›

Dunkin' Donuts has several major competitors, including Starbucks, McDonald's, Costa Coffee, Krispy Kreme, and Tim Hortons.

Who is Dunkins' target audience? ›

Appealing to Dunkin's Core Audience

Dunkin' Donuts boasts a diverse customer base, but its core demographic skews toward middle-aged Americans, particularly those with blue-collar backgrounds.

What gives Dunkin Donuts a competitive advantage? ›

The competitive strategy of Dunkin Donuts can be characterised as cost leadership (Gillespie and Swan, 2021). This brand offers products with the best possible quality in a certain price range. In combination with a wide range of beverages and snacks, this attracts consumers interested in variety and savings.

What type of market structure is Dunkin Donuts? ›

Monopolistic Competition-Dunkin Donuts.

How will AI help marketing? ›

AI helps marketers understand the predicted outcome of their campaigns and marketing assets and forecast outcomes. These insights help marketers develop better, more dynamic campaigns that produce sales and boost ROI.

Is AI good or bad for marketing? ›

While AI has the potential to provide valuable insights and improve the efficiency of marketing campaigns, it also carries significant risks of manipulation, discrimination, and the erosion of human agency.

What is the meaning of AI marketing? ›

What is AI (Artificial Intelligence) Marketing? AI marketing uses artificial intelligence technologies to make automated decisions based on data collection, data analysis, and additional observations of audience or economic trends that may impact marketing efforts.

Does Dunkin Donuts use artificial sweeteners? ›

Dunkin' currently offers four types of sugar substitutes: Equal, Splenda, Sweet N' Low, and Stevia in the Raw. Of those options, the first three are all artificial sweeteners, while the last option (Stevia in the Raw) falls under the category of a natural plant-based sweetener.

Does Starbucks use AI? ›

On the operational front, Starbucks has leveraged AI to enhance its store performance and efficiency. The deployment of AI-enabled coffee makers and other smart equipment in stores has streamlined beverage preparation processes, reducing wait times and improving the customer service experience.

Does McDonald's use AI? ›

McDonald's confirmed late Monday that it decided to end a global partnership with IBM, which has been testing this artificial intelligence technology at select McDonald's drive-thrus since late 2021. That doesn't mean you'll never encounter some sort of chatbot while picking up fries on your car ride home again.

What information system does Dunkin Donuts use? ›

Dunkin' Brands worked with Radiant Systems, now proudly owned by NCR, and RedPrairie to deploy a state-of-the-art point-of-sale system and an advanced back office system to deliver the systems and tools Dunkin' Donuts franchise owners and operators need to better manage their business.

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