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Local Franchisee Recruitment: Dunkin’ Donuts

Dunkin’ defined more than 20 targeted expansion markets to help double its domestic presence — and then Fish got to work. Through our media outreach, the brand generated interest from qualified prospects that led to signing hundreds of new agreements and 300+ new restaurant openings.

  • Solution

    To attract qualified multi-unit operators, it was critical for Fish to secure stories in leading business and trade media, as these outlets have proven to generate leads of franchisees interested in investing in new brands. We defined a detailed, monthly national and local news bureau to drive editorial coverage with story angles ranging from announcements of franchise opportunities, newly signed agreements and development milestones to executive profiles, franchisee success stories and product innovation.

    Fish also worked to secure speaking and high-profile keynote/panelist opportunities for senior executives and existing multi-unit franchisees at leading industry events and tradeshows to further drive recruitment and elevate brand awareness. By leveraging quarterly earnings reports and local development news such as Dunkin’ Donuts signing a new agreement in California or opening at the Hard Rock Hotel, Fish painted a picture of development success to conference organizers at shows like Franchise Leadership and Development Conference, Multi-Unit Franchising Conference, Restaurant Finance & Development Conference, and more to secure speaking spots.

  • Results

    By developing and activating national and local media relation campaigns, as well as heightening visibility for senior executives, Fish was able to generate interest from qualified prospects that led to the signing of hundreds of new franchise development agreements and the opening of more than 300 new restaurants coast-to-coast.

    As part of our media outreach efforts, Fish secured 272 news stories in leading business and trade media such as as Entrepreneur, Nation’s Restaurant News, QSR, and Franchise Times, as well as local media outlets including Atlanta Business Chronicle, Kansas City Star, Indianapolis Star, Wisconsin Rapids Tribune, and more, which focused on the company’s development plans for the region.

    The DD franchise sales team used the earned media placements as a tool during their recruitment efforts to credibly educate prospects about the brand’s franchise opportunity and its benefits of ownership.

    At year-end, Dunkin’ Donuts opened 313 net new locations and has more than 9,000 domestic units open. Based on its development pipeline, the company expects to add a total of 1,000 net new Dunkin’ Donuts restaurants in the U.S. by the end of 2020 to meet it’s long-term goal of 18,000 domestic locations.

What we did

International Franchise Association Supplier Forum