I pulled into the Dunkin’ Donuts drive-thru and asked the man on the intercom if he had any glazed donuts. He said, “Sorry, we don’t have any more donuts”. WHAT?
I know this was at 11 pm on a Saturday night but how can you not have any donuts? Isn’t that what you do? Isn’t that what you’re known for? Isn’t the word “donut” in your company name, on your napkins, and on all your signs? How can you not have donuts?
This was a 24-hour store which for me, means you should have product to sell for all 24 of those hours. Am I right? Besides, what message does this send?
Can you imagine going into McDonald’s and being told they ran out of chicken nuggets? Of course not. Can you imagine going into a pizzeria and finding out they ran out of pizza? Of course not. Or, imagine going into KFC only to walk out empty-handed because they sold all their chicken. I will never happen.
But Dunkin’ Donuts can “have no more donuts”. No wonder why they’re changing their name to just Dunkin’! They can’t keep their core products available to their customers.
Maybe this is an aberration, a one-time thing for this one store, or a freak event. Or, maybe not.
Is my confidence in them shattered? No, but I may think twice about going there next time when I’m in the mood for a late-night coffee and snack. There are other options near me.
Your customers associate your business with a small collection of products or services. For them, these ARE your business and these products come to mind when they think of your company, regardless of what else you offer.
We can’t let them down, we can never let them down. Our customers want quality AND convenience.
You may have the best, be the best, and charge a fair price but if you don’t have what your customers want when they want it, what good is it?
Should I give up on Dunkin’? Nah, I like them. Besides, there aren’t any Krispy Kreme stores by me…
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