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Company: Dunkin'
Donuts
Programs:
Employee Incentive/Recognition
Program Types: Cash and Merchandise, Travel
Objective:
To introduce its new line of bagels without cannibalizing current product
sales, Dunkin' Donuts developed a detailed promotional program to encourage
"Brilliant Bagel Behavior" among its employees.
An intensive public relations campaign was created to entice consumers to try
the bagels. During peak morning hours, Dunkin' Donuts employees conducted waves
of bagel sampling, following instructions in a detailed, 15-page manual prepared
by the company.
Since employees played such a key role in the product introduction, Dunkin'
Donuts launched an incentive campaign offering Fossil watches, T-shirts
imprinted with "Bagels by the Masters," and Bagel gym bags.
The franchisee or manager was supplied with 62 Bagel Bonus Bonanza game cards to
be given to select employees for "Brilliant Bagel Behavior" based on
the worker's performance. The card had three rub-off spots, allowing employees
to win an instant prize and a chance at a $1,000 cash prize. Grand prizes were a
trip for two to Bermuda and a computer. Instant-win prizes included $10 American
Express Gift Cheques, $5 movie theater certificates, and Blockbuster video
vouchers.
In-store posters, pennant strings, and bagel flags were among the items used to
build excitement. A multimedia presentation and a full training presentation
were conducted at crew rallies. Each attendee was entered in the sweepstakes
drawing, and each received a Bagel Rally Card good for instant prizes like
embroidered hats and shirts.
Each shop also received a Bagel Crewstakes Poster containing 56 rub-off spots.
At the manager's discretion, an employee earned a spot and a chance in the grand
prize drawing based on performance.
Supplier: All Star Premium Products; Mill House McCabe
Result: The promotion exceeded Dunkin' Donuts expectations. In fact, the
company is now the nation's largest bagel retailer. Bagels reached 10% of total
store sales within nine months and more than 50% of consumers are aware of the
Dunkin' Bagel.
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