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Dunkin' Donuts named top brand in coffee customer loyalty

The 2016 Brand Keys Customer Loyalty Index has recognized Dunkin' Donuts as a top brand for consumer engagement in the out-of-home coffee category.

February 17, 2016

The 2016 Brand Keys Customer Loyalty Index has recognized Dunkin' Donuts as a top brand for consumer engagement in the out-of-home coffee category. This is the 10th consecutive year Dunkin' Donuts has earned this honor. Dunkin' Donuts also leads the packaged coffee category in customer loyalty for the fourth year in a row, according to a company press release.  

The 20th annual national survey conducted by brand loyalty and engagement consultancy Brand Keys identifies brands that are best able to engage consumers by meeting or exceeding their expectations. Brand Keys' Customer Loyalty Engagement Index recognizes the brands that receive the highest loyalty and engagement assessments and surpass competitors for "delighting" customers, the release stated. In the coffee restaurant and packaged coffee categories, consumer preferences were based on consistently meeting customer expectations for taste, quality, service, and brand value.

"Our guests are loyal to Dunkin' Donuts because of the many ways we work to give them an unsurpassed guest experience," said Chris Fuqua, vice president of Dunkin' Donuts Brand Marketing & Global Consumer Insights & Product Innovation. "We make our entire menu available all day, and offer our guests more than 25,000 different ways to customize their favorite coffee any way they like it. We've launched digital technologies like mobile ordering and delivery that make it even more convenient for people to run on Dunkin', and we continue to grow our DD Perks Rewards program."

Dunkin' Donuts has earned a No. 1 ranking in customer loyalty and engagement for 10 years in a row in an increasingly competitive category, said Robert Passikoff, president of Brand Keys.

"Clearly their quality products and consistent service are contributing to a recipe for long-term success," he said.