Navigation
Search
No RSS feeds have been linked to this section.
Partnership Activation
Additional Resources
Subscribe to the Partnership Activation Newsletter
This form does not yet contain any fields.

     

     

    « A Look Back at Some Great Integration... | Main | VIP Lounges Taken to the Next Level... »
    Monday
    Jun022008

    Dunkin' Cashes In with Eagles Sandwiches...

    DateMonday, June 2, 2008 at 05:57PM

    dunkin%20eagles.jpgLast Month, Jim Andrews of IEG wrote a great "Assertions" column that detailed Dunkin' Donuts strategy to maximize its partnership with the Philadelphia Eagles. I wanted to share a few key points from the writeup, as I thought there were some strong takeaways for properties and QSR/Casual dining partners...

    Chief Objective of Dunkin' Donuts' Partnership with the Philadelphia Eagles:

    • To set itself apart from a price war on breakfast items being waged by competitors, McDonalds and Wawa

    Strategic Approach

    • Dunkin' Donuts developed a program that leveraged its deal as the official coffee, donut, and breakfast sandwich of the Philadelphia Eagles through every conceivable marketing channel
      • Dunkin' marketed a menu item as the official breakfast sandwich of the Eagles without ever referring to what was actually in the sandwich and many customers ordered "an Eagles sandwich" without ever asking what it contained
      • Results: The breakfast sandwich sales grew 10% because of the Eagles tie-in and without the discounting resorted to by the competition. On a side note, Dunkin' also sold an Eagles commemorative cup for $2.50 that drove $300K in profits.

    Source: IEG Sponsorship Report - Assertions (5.19.2008)

    AuthorBrian Gainor | CommentPost a Comment | Reference1 Reference | | Print ArticlePrint Article |
    in

    References (1)

    References allow you to track sources for this article, as well as articles that were written in response to this article.
    • Source
      Source: Assertions
      by Jim andrews at IEG Sponsorship report

    Reader Comments

    There are no comments for this journal entry. To create a new comment, use the form below.

    PostPost a New Comment

    Enter your information below to add a new comment.

    My response is on my own website »
    Author Email (optional):
    Author URL (optional):
    Post:
     
    Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>

    Notify me of follow-up comments via email.