Coffee and baked goods chain Dunkin’ Donuts has introduced a new version of DunkinDonuts.com with the goal of making the Web site more mobile-friendly.

The new Trip Planner feature helps consumers locate Dunkin’ Donuts restaurants along their route, and the site also features nutritional information that is customized for consumers’ favorite Dunkin’ Donuts food and beverages. The new DunkinDonuts.com is designed to present tools and information in an interactive and mobile-friendly layout, with the goal of making it easier for on-the-go consumers to interact with the brand.

“Having a mobile Web presence is a foundation for all things mobile,” said Marci Troutman, CEO of Siteminis Inc., Atlanta. “The mobile Web has the largest reach and frequency for a global brand, as the statistics for mobile sales are still showing a 75 percent feature phone to 25 percent smartphone comparison globally.

“The mobile Web builds out a foundation for apps, mobile marketing, QR code readers, SMS and email campaigns—a landing destination point that can enhance the brands message to the customers in a more effective way,” she said.

Ms. Troutman is not affiliated with Dunkin’ Donuts.

Dunkin’ Donuts, a subsidiary of Dunkin’ Brands Inc., has more than 9,700 restaurants in 31 countries worldwide.

Dunkin’ runs on mobile
During the design process for the new DunkinDonuts.com, the brand made creating a mobile-friendly layout a high priority in order to accommodate consumers on the go.

The goal is to provide consumers with easier navigation and let them locate directions to a nearby Dunkin’ Donuts restaurant.

The brand is targeting travelers with the new Trip Planner feature that lets consumers map out the number of Dunkin’ Donuts restaurants located along their road trip route.

While all of the images are visible when the site is accessed using a mobile device, it does not appear to be completely optimized for smartphones, as much of the print is difficult to read, and the same sections appear from the PC version of the site.

The new DunkinDonuts.com features a homepage with localized content, an upgraded restaurant locator and integrations with Twitter, Facebook and YouTube, as well as a menu and nutrition section. 

Consumers can access the new site to find information about their local Dunkin’ Donuts restaurants, including store hours, in-store Wi-Fi, restaurant menu options and drive-thru availability.

The new Web site also features news, promotions and products available at consumers’ local Dunkin’ Donuts restaurant.

Dunkin’ Donuts is active in social media channels, with more than 3 million Facebook fans and 74,000 Twitter followers. The new DunkinDonuts.com features live feeds from Twitter, Facebook and YouTube.

The site also links to Dunkin’ Donuts’ first-ever blog “Behind the Beans,” which is intended to provide brand aficionados with an insider’s view into Dunkin’ Donuts, with news on the latest menu items, recipes, Q&As with company leaders and examples of franchise owners’ community service work.

“The entire Web is going mobile, not just some Web sites here and there,” said Igor Faletski, CEO of Mobify, Vancouver, BC, Canada. “DunkinDonuts.com has rich social and local features, which their users expect to be available on desktop, mobile and tablet devices.

“This shows that the utility of mobile web has started to match and exceed regular Web sites, with brands and online retailers leading the way,” he said.

Dunkin’s take
Mobile Commerce Daily’s Dan Butcher interviewed Dave Tryder, director of interactive and relationship marketing at Dunkin’ Donuts, Quincy, MA. Here is what he had to say:

What is Dunkin’ Donuts’ thinking behind redesigning its Web site and launching a mobile-optimized version of the Web site?
In order to best meet the needs of our busy, on-the-go guests, launching a mobile-optimized version of DunkinDonuts.com was an important part of our site redesign.

In the spirit of the fast and friendly service provided inside Dunkin’ Donuts restaurants, the new DunkinDonuts.com offers more intuitive navigation and easier access to tools and information that will keep our guests running.

Consumers with mobile devices will enjoy using our restaurant locator, which allows guests to find Dunkin’ Donuts locations with specific features like drive-thrus.

Guests can also now send directions to the closest Dunkin’ Donuts restaurant to their mobile device.

Our Trip Planner is another exciting new feature for our on-the-go guests, which allows them to map out the Dunkin’ Donuts restaurants along their road trip route.

Also important to our franchisees and guests as part of this redesign was the ability to geo-target content based on the consumer’s location.

With the new DunkinDonuts.com, we can more effectively communicate local promotions, products and events to our guests.

Does the site automatically detect which mobile device the consumer is accessing it on? 
 No, it does not.

Are there any campaigns or calls-to-action currently running on the new site?
Just last week, we unveiled a new loyalty program offering guests unlimited rewards just for enjoying their favorite Dunkin’ Donuts food and beverages.

The new “DD Perks Rewards” program is our first-ever national loyalty rewards program.

Guests can earn “Dunkin’ Dollar” reward coupons for purchases made with a registered Dunkin’ Donuts Card. Dunkin’ Donuts Cards can be registered for free at DunkinDonuts.com.

Dunkin’ Dollars can be redeemed for any item on the Dunkin’ Donuts menu – from coffee to Coolatta frozen beverages, donuts, breakfast sandwiches and other snacks and beverages – giving guests the opportunity to use their rewards for food and beverages of their own choosing.

Once enrolled in DD Perks Rewards, Dunkin’ Donuts guests can opt-in to receive information and promotional offers on their mobile phone, including coupons and more via text message.
 
How is Dunkin’ getting the word out about the new site and the mobile version of it?
Dunkin Donuts guests that have opted in to receive email and/or text messages were the first to learn about the new DunkinDonuts.com, via an email and/or text message about the new site.

We have also been promoting the new site and its exciting features as part of our conversations to more than 3 million members of our Facebook community and 74,000 Twitter followers.

Has Dunkin’ Donuts offered mobile coupons?
Dunkin’ Donuts offers mobile coupons and promotions in select markets across the country.

For example, in Boston, we partnered with Scvngr, a mobile-based social game, to provide guests in our restaurants opportunities to unlock rewards from Boston sports teams as part of the local “Caught Cold” Iced Coffee campaign. 

We are also leveraging Foursquare in several Dunkin’ Donuts markets.

For example, in Tampa and Orlando, more than 200 Dunkin’ Donuts restaurants are rewarding guests with free donuts when they check in on Foursquare during a sixth visit to a Dunkin’ Donuts store. The free donut special will unlock and customers can show store staff the unlocked special on their smartphone. 

Final Take