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International Development: Dunkin’ Donuts & Baskin-Robbins

As Dunkin’ Donuts and Baskin-Robbins, two of America’s most beloved brands, looked to energize their international development plans, Fish was brought in to expand upon its domestic recruitment efforts and assist Dunkin’ Brands with its search for new franchisees in new and existing target countries in Scandinavia, Latin America, South Africa and more. Fish was charged with developing marketing plans, international messaging, press materials, advertising creative and selecting local agency partners to help execute its strategic franchisee recruitment programs.

  • Solution

    Fish developed the parameters for each country-specific marketing plan, messaging, press materials and advertising creative (where applicable) and then identified agency partners with restaurant and franchising experience to help implement these plans on the ground. Each agency was asked to submit a detailed proposal with budget estimates supporting their plan to drive qualified leads in their specific country. Fish then worked with and managed each agency selected to ensure that every aspect of the country-specific integrated marketing programs developed were implemented correctly. Each campaign mirrored the approach Fish executes domestically, which involves but is not limited to media relations, in-market networking, events & tradeshows, executive visibility and advertising where budget allowed.

  • Results

    With Fish’s assistance, both Dunkin’ Donuts and Baskin-Robbins international presence continues to grow to over 3,300 and 5,100 respective locations. Additionally, Dunkin’ Donuts is increasing its presence across Europe, where the brand opened 55 net new locations in 2015 and currently has over 220 restaurants in countries including Austria, Bulgaria, Denmark, Germany, Georgia, Iceland, Luxembourg, Russia, Spain, Sweden and the United Kingdom. The company has also experienced growth in Latin America particularly in Brazil and Mexico. Baskin-Robbins has also recently gained market presence in the United Kingdom, Canada, Mexico, Southern Spain and South Africa.