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Dunkin' Donuts coffee again No. 1 in customer loyalty
February 15, 2010
For the fourth straight year, Dunkin' Donuts — which is commemorating its 60th "BirthDDay" — has been recognized by the Brand Keys Customer Loyalty Engagement Index as No. 1 in customer loyalty in the coffee category.
Other limited-service brands in the coffee category include Starbucks, McDonald's and Krispy Kreme.
The 13th annual national survey identifies brands that are best able to engage consumers by meeting or exceeding their expectations. The report accurately predicts which products consumers are most likely to purchase over the next 12 to 18 months. In the coffee category, consumer preferences were based on consistently meeting customer expectations for taste, quality and service.
"This great honor is a tribute to our franchisees' commitment to our guests. Through their tireless efforts, Dunkin' Donuts has become a daily ritual for millions of people," said John Costello, chief global customer and marketing officer at Dunkin' Brands. "We are thrilled to have earned the top ranking for customer loyalty four years running and look forward to continuing to provide our guests with simple, delicious, affordable food and beverages."
Brand Keys' Customer Loyalty Engagement Index identifies category brand leaders — those most likely to demonstrate the highest levels of consumer loyalty and profitability over the coming two years.
"In what has turned into a more and more competitive category, it is a tribute to the Dunkin' brand that it has been able to meet the expectations consumers have when it comes to their coffee," said Robert Passikoff, founder and president, Brand Keys.
Earlier this month, Brand Keys named the top QSR brands in the customer loyalty index, with McDonald's, Subway and Burger King.Arby's was named No. 8 in the casual dining category, which was led by IHOP.
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