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Optimizing Market Planning and Site Selection at

Dunkin’ Brands

March 6, 2013

David Srsic

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Who We Are

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Source: NPD Group/CREST for year ending February 2011; Omnibus Awareness Study, July 2010; Brand Keys

America Runs on Dunkin’® More Flavors, More Fun™

1 billion + cups of coffee sold in the U.S. annually

Over 95% aided brand awareness in U.S.

#1 in QSR customer loyalty for 5 straight years

Over 50% share of New England coffee servings and morning meal traffic

38 U.S. states and in 31 other countries

1,000+ ice cream flavors

95% aided brand awareness in U.S

#1 hard serve ice cream position in U.S.

#1 market share positions in Fast Food Ice Cream category in Japan and South Korea in 2010

44 U.S. states and in 45 other countries

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Dunkin’ Donuts Fast Facts Founded in 1950, and franchising since 1955

Headquartered in Canton, Mass

Nearly 100% franchisee owned stores– More than 2,000 franchisees and licensees in 52 countries

More than 10,400 Dunkin‘ Donuts stores worldwide– 7,306 franchised restaurants

in the U.S.

– 3,173 franchised restaurants internationally

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An industry leader

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Market Planning Team 7 Market Planners supporting

– 30+ Development Managers,

– 7 Franchisee Sales Managers

– Cross-Functional Partners

Development RoadMap and Strategy

Market Optimization, identifying, ranking and prioritizing Target Trade Areas

Identify Growth Opportunity and Franchising Inventory for Store Development Agreements

New Site Analysis– Proximity Assessment

– Sales Estimate Coaching

– Cannibalization/Sales Analysis

Support any new and emerging business needs

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Market Planning and Development Process

Trade Area Identification, Assessment and Prioritization

Franchise Territory Development, Management and Sales

Site Identification, Assessment and Selection

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tmc connect

Versatile yet Powerful Solution

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Web Based Tool (Lite and Power Users)• Supports the Development and Franchising

Process• Access to Franchise Inventory• Access to the Overall Market Plan• New Site Assessment and Tracking• Sales Estimation Tools• Market Optimization Model

Mobile Support (All Users)• In-Field Real-Time Assessments• Trade Area Validation• Preliminary Site Evaluation• Site Surveys for Sales Estimation

• Market/Site Tour Support

Desktop (Power Users)• Development Territory design and

management on or off line• Real-Time data transfer to/from the other

components• Versatility allows reaction to any business

needs

Virtual Desktop (Power Users)• Enables Power Analysis• Supplemental Optimization Models• New Site Proximity Assessment• Reporting on Performance and Progress• Versatility allows reaction to any business

needs

Integrated Solution

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Proposed Site PackageData, Exhibits, Narrative, Analytics Before After

Trade Area Demographic Report Manual Automated

Proximity Overview Manual Automated

Competitive Landscape Map Manual Automated

Traffic Map Manual Automated

Demographic Themed Maps Manual Automated

Aerials Manual Automated

Development Manager Comments and Decision Logic Manual Automated

Time for Completion 2 hours 10 minutes

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Proximity AssessmentData, Exhibits, Narrative, Analytics Before After

Trade Area Comparison Proposed Site, Existing Asset, Shared Trade Area

Manual Automated

Asset Comparison Manual Automated

Competitive Assessment Manual Automated

Demographic Themed Maps Manual Automated

Aerials and Birds Eye View Manual Automated

Factual Narrative Automated Automated

Objective Analytical Narrative and Recommendation Automated Automated

Time for Completion 2-4 hours 1-1.5 hours

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Benefits provided by Alteryx and Tango Analytics

Repetitive tasks are automated and expedited….– Significant reduction in analysis time

– Enable deeper focus for data and analysis interpretation

Information is….– updated nightly and real-time

– available at your fingertips

– shared across team members and clients

Enables more complex analyses

Reporting and Tracking

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Application Demo

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