As an avid coffee enthusiast, Starbucks and Dunkin are frequently visited on my daily trek to work. With such a consistency in my visits, my phone loves to suggest these two apps in the morning hours. I have recognized the differences that align to the values of the respective companies.
America runs on Dunkin’ and Americana values are at the root of each marketing campaign promoted through the Dunkin’ app. Americans love sports, good deals and sometimes struggles with the beginning of the work week. Mobile Mondays earn extra points when purchasing a coffee through the mobile app on Mondays help you earn another beverage later in the week. Dunkin’ uses location provided by the app to promote special deals after a win from local sports teams. Dunkin’ is constantly supplying good deals to increase foot traffic to their stores via the mobile app which is similar to their pricing strategy compared to competitors.
Starbucks is not for the everyday American, rather the coffeehouse millennial, willing to splurge on a crafted beverage curated for them. Starbucks gives more points per dollar (2 stars for $1) than Dunkin’ but runs less promotions to earn these points. Starbucks has partnered with Spotify to provide the coffeehouse vibes exclusive to mobile app users. The interface encourages customization of each drink making it easily accessible and simple to understand.
In the development stages of a mobile application, businesses should model their design and strategies to compliment the company values, similar to any marketing campaign.
Discussion: Give me your best example of a mobile app matching current brand strategies to enhance the customer experience.