What is it about breakfast chains that create such brand loyalty? Here in Pennsylvania, there’s the ever-raging battle between Wawa and Sheetz. Canadians love their Tim Hortons, too.
Dunkin’s slogan might be about all of America, but Massachusetts natives know it’s really their chain. And they can finally show their “Dunkies” pride thanks to a new line of merchandise, some of which is even customizable.
— Dunkin' (@dunkindonuts) November 15, 2020
Like its peers in fast food and ready-made grocery store items, Dunkin is releasing a whole slew of merchandise like apparel, accessories, a mini fridge, bedding and even a tandem bike. Basically, the mindset now in fast food marketing is, “If we can put a logo on it, let's put a logo on it."
The first Dunkin’ haul reportedly also includes scented wrapping paper (which we’ve seen before), a bathrobe and a hoodie.
What makes the Dunkin’ drop a little different is the customizable features. According to MassLive, fans can buy a baseball cap, long-sleeve shirt, phone case and laptop case customized so it’s “as personalized as their daily Dunkin’ coffee order.”
Dunkin’ gave its DD Perks members first dibs on items like joggers and a crewneck sweatshirt, which sold out immediately. The rest will be available starting tomorrow. And, like all good merchandise drops these days, they will likely go quickly.
DD Perks Members, thanks for being our most dedicated fans- this one’s exclusively for you. 🧡 Grab your limited-edition Dunkin’ Perksclusive merch before they’re gone. ➡️ https://t.co/Fc9cH2aklo. Head to the app or check your email for the special code to get in on it. ✨ pic.twitter.com/qFmMLhBK5x
— Dunkin' (@dunkindonuts) November 12, 2020
“Much of last year’s lineup sold out within hours,” a Dunkin’ spokesperson told MassLive. “And this year’s holiday lineup is even more exciting.”
It's true. Dunkin' released last year's holiday line almost exactly a year ago today, and a lot of it sold out fast. At the rate the DD Perks exclusives went, this year will probably go even faster.
The winning formula is one that has been evident for a while now: Exclusivity through limited edition drops, incentive for people to buy into a rewards program/subscribe to a business, an abundance of different products across various categories, e-commerce availability and social media tie-in. Personalization is a nice added touch.