"Bottom Line Branding": 6 Key Principles from Dunkin' Brands

Posted by IFMA November 21, 2013

Tagged in Channel Partners Discover Foodservice Leaders Foodservice Operators Industry Research Presidents Conference

"Bottom Line Branding" is about creating demand and driving sales in today's changing world," according to Dunkin' Brands Global President, Marketing and Innovation, John Costello. At Presidents Conference 2013 John spoke about establishing the six key principles of how you build a business and create demand in today's environment.

"Whether it's B to B or B to C," says Costello, people tend to think about brand building and driving sales as very distinct activities.  Not enough people put them together and recognize that the goal is not just sales, but driving profitable sales." 

Costello says a key component of driving profitable sales is building a differentiating brand. And the way he defines it is: "Why should people choose your product over anything else?" 

His six key principles leads him to creating that consumer choice.

1. Confront Reality
Business owners tend to be too far optimistic and need to confront reality and ask 'what's working and what's not?'

2. Brand Differentiation
"It's not just about a snazzy ad." Who is your customer, what do they need and why should they choose you over everything else?

3. 360 Degree Marketing
Understanding what the touchpoints are that drive your brand.

4. Balancing-Investing in your Brand
Balancing short term results with long term vitality

5. Agility
Be prepared to change.

6. Building
Build and surround yourself with a team of people better than yourself. 

Learn More

For more information, visit Presidents Conference.

Login To Gain Access To This Content
Mar 05

Chain Operators EXchange (COEX)

The IFMA Chain Operators EXchange (COEX) enables chain operators to take advantage of business building insights and create personal connections with leading manufacturers. With dozens of high-profile operators on the planning committee, the program truly is created "by operators, for operators."

How The University of Massachusetts is Transforming College and University Dining

Key trends that will shape the immediate future of foodservice can almost always be found on college campuses. Such is the opinion of Ken Toong, executive director, Auxiliary Enterprises at the University of Massachusetts. Mr. Toong spoke at IFMA’s 2015 Presidents Conference and also shared additional insights with Ideas magazine, published by The Boston Globe where he noted several trends to look for include sustainability, local sourcing and animal welfare.

Grocery Stores - A Dining Destination for Consumers

In early September, Mariano’s opened a new location in Chicago featuring pasta, burger, and salad bars all named after local attractions, as well as an indulgent Nutella station and a wine bar. Grocerants are certainly not a new concept, but with 77% of consumers purchasing prepared foods from a grocery store every 2 or 3 months or more often, supermarket brands are taking notice. Learn key insights about the growth of Grocerants through the IFMA Consumer Planning Program. 

Dunkin’ Brands CEO to Deliver Closing Keynote at Presidents Conference

With the foodservice landscape changing before our eyes, it is imperative to look around the corner and lead with a vision for tomorrow. IFMA is pleased to welcome Nigel Travis, Chairman and Chief Executive Officer of Dunkin’ Brands, to expound upon his industry experience during his closing keynote at the 54th Annual IFMA Presidents Conference. 

Seasonal Limited Time Offers Appeal Most to Consumers

Students are returning to school, soon there will be a chill in the air, and consumers everywhere are eagerly anticipating the return of pumpkin spice. It must be Fall. On September 1st, Starbucks released their seasonal menu featuring the pumpkin spice latte and the popular coffee chain is not alone. Pumpkin-inspired limited time offers (LTOs) are featured at Dairy Queen, Au Bon Pain, Olive Garden, and many more chains creating special offers for the season. Learn key insights about how consumers view LTOs through the IFMA Consumer Planning Program. 

Webinar: Consumer Planning Program Food with a Story

This is the fifth of a series of webinars for 2015 CPP members. The webinar series, hosted by IFMA and Datassential's Jack Li, will cover all topics from the 2015 CPP report, including deep dives and micro reports. This fifth webinar focused on food with a story.

Webinar: Consumer Planning Program Foodservice at Home

This is the fourth of a series of webinars for 2015 CPP members. The webinar series, hosted by IFMA and Datassential's Jack Li, will cover all topics from the 2015 CPP report, including deep dives and micro reports. This fourth webinar focused on foodservice at home.

Webinar: Consumer Planning Program Branding & Flavor

This is the sixth of a series of webinars for 2015 CPP members. The webinar series, hosted by IFMA and Datassential's Jack Li, will cover all topics from the 2015 CPP report, including deep dives and micro reports. This sixth webinar focused on branding & flavor.

Webinar: Consumer Planning Program Healthy, GMOs & Local

This is the third of a series of webinars for 2015 CPP members. The webinar series, hosted by IFMA and Datassential's Jack Li, will cover all topics from the 2015 CPP report, including deep dives and micro reports. This third webinar focused on healthy, GMOs & local.

Download the White Paper: Consumer of the Future - The Arbiter of Success or Failure

Restaurant Technology: Order Up!

COEX delivers the insights leaders need to convert consumer demands into bona fide opportunities for growth. 

IFMA COEX 2016 is one place where foodservice leaders will obtain a wealth of outstanding content packed with the latest information on consumers and technology. The audience will also have the opportunity to interact with live polling, as Li engages real-time results to gauge the audience on technology-related issues.