Five Questions With: Sherrill Kaplan

Sherrill Kaplan is vice president, digital marketing & innovation, Dunkin’ Brands. / COURTESY DUNKIN' DONUTS
Sherrill Kaplan is vice president, digital marketing & innovation, Dunkin’ Brands. / COURTESY DUNKIN' DONUTS

Sherrill Kaplan, vice president, digital marketing & innovation, Dunkin’ Brands, shared with Providence Business News how Dunkin’ Donuts is using mobile technology to enhance the customer experience and how it recently launched On-The-Go ordering nationwide through its mobile app.

PBN: Why did Dunkin’ Donuts want to offer On-the-Go ordering?
KAPLAN:
Dunkin’ Donuts customers are busy! They have places to go and errands to check off their to-do lists before and after they come to our restaurants to get their morning coffees or afternoon meals. Since the first Dunkin’ Donuts opened in 1950, our goal has always been to provide our busy customers with top-quality food and beverage products as quickly and as conveniently as we can. As mobile technology began rapidly evolving over the last few years, our Dunkin’ Donuts team identified and executed a new idea to help us more efficiently serve our customers’ needs. Now, after successful test runs in cities across the country, we are proud to roll out On-The-Go ordering to 7,700 Dunkin’ Donuts restaurants nationwide.

PBN: How did customers respond to the test in Portland, Maine, and Greater Boston?
KAPLAN:
Customers in our test markets were thrilled with the On-The-Go service for a number of reasons. First and foremost, it’s simply a great feature that works well and improves customer experience. Having the ability to scan the menu, pre-order and pre-pay from a mobile device not only lets customers skip the lines – it gives them an extra layer of control over their busy schedules.

PBN: What are people ordering through the app?
KAPLAN:
One of the best parts about On-The-Go ordering is that it can be used anytime for anything. There are so many different ways to make a Dunkin’ Donuts coffee – and our employees in Rhode Island and Bristol County, Massachusetts, have made them all. Every Dunkin’ Donuts customer likes their orders prepared differently, and On-The-Go ordering allows them to be as specific as they are when they go to the counter or through the drive-thru.

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PBN: How many DD Perks members does Dunkin’ Donuts have?
KAPLAN:
Since its introduction in 2012, the Dunkin’ Mobile App has been downloaded more than 16 million times.

PBN: Is DD planning any other new mobile developments that customers can look forward to?
KAPLAN:
In addition to the rollout of On-The-Go ordering, we also recently released the new and improved Dunkin’ Donuts mobile app. Featuring a new, contemporary touch-friendly design, the new app is unique for its one-tap order functionality and visual menus. The Dunkin’ Mobile App supports On-The-Go ordering capabilities and allows users to access their DD Perks account to find mobile coupons and offers, locate the nearest Dunkin’ Donuts, find nutritional information and more. Our customers are very active on their mobile devices, and our franchisees, corporate leaders and employees are always looking for new ways to use technology to continue improving our customers’ Dunkin’ Donuts experience.

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