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'一個“不誤正業”的甜甜圈品牌竟然能在美國撼動星巴克？'

'/uploads/allimg/170706/3-1FF61Q95RQ.jpg'

'一個,不誤正業,甜甜圈,品牌,竟然,能在,美國,撼動,巴克,'

'如果一個快餐品牌，名字裏明明自帶甜甜圈這個單詞（donut），但實際上甜甜圈的銷售只佔到8% 聽上去應該是完蛋了。 但現在有一個例外的情況，叫做唐恩都樂，Dunkin Donuts。 擁有超過12000家門店，和星巴克（專題閱讀）共同瓜分超過 60% 的美國咖啡市場佔有率'

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''

'2017-07-06 18:18:15'

'2017-07-06 18:20:08'

'105327'

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'<div>
	<img alt="" src="/uploads/allimg/170706/3-1FF61Q95RQ.jpg" style="width: 640px; height: 500px;" /><br />
	　　如果一個快餐品牌，名字裏明明自帶甜甜圈這個單詞（donut），但實際上甜甜圈的銷售只佔到8% &mdash;&mdash; 聽上去應該是完蛋了。</div>
<div>
	&nbsp;</div>
<div>
	　　但現在有一個例外的情況，叫做唐恩都樂，Dunkin&rsquo; Donuts。</div>
<div>
	&nbsp;</div>
<div>
	　　擁有超過12000家門店，和星巴克（專題閱讀）共同瓜分超過 60% 的美國咖啡市場佔有率，它明明橫衝直撞，甚至把星巴克給逼得挺難受的。它已經不是一個甜甜圈連鎖店了。</div>
<div>
	&nbsp;</div>
<div>
	　　所以，今天說的是一個掛羊頭賣狗肉的故事，一個賣甜甜圈起家的，如何從 90 年代開始慢慢發力調整，變成一個飲品業巨頭、咖啡新勢力的故事。</div>
<div>
	&nbsp;</div>
<div>
	　　唐恩都樂現在超過 2/3 的收入都來自飲品，從 2000 年開始，光是意式咖啡相關飲品的銷售增長已經超過了 70%。大家都知道飲品的利潤高，但是像唐恩都樂這樣能把利潤率提升到 95% 的搶錢式賺錢法，也是讓人大開眼界了。</div>
<div>
	&nbsp;</div>
<div>
	　　唐恩都樂走到今天這一步，我認爲是做出了兩個非常堅定的選擇。</div>
<div>
	&nbsp;</div>
<div>
	　　第一個選擇，是喫還是喝</div>
<div>
	&nbsp;</div>
<div>
	　　創立於上個世紀 50 年代的唐恩都樂，傳統形象一直是一個早晨去的店，它面臨的選擇是，做喫的還是做喝的。這樣的路線選擇，會進一步提煉品牌形象，精煉門店體驗。</div>
<div>
	&nbsp;</div>
<div>
	　　專注某一個品類的目標是吸引到足夠忠誠度的顧客並形成一個堅實的品牌基礎，在之前的 60 多年裏，唐恩都樂靠甜甜圈做到了這一點；而現在，爲了新生代的顧客、新生代的需求，他們需要重新找到 21 世紀的&ldquo;甜甜圈&rdquo;（但這並不意味着放棄自己的傳統品類）。</div>
<div>
	&nbsp;</div>
<div>
	　　選擇成爲一個咖啡的咖啡館（Coffee/Cafe）還是麪包房咖啡館（Bakery/Cafe），決定了它之後的對手是星巴克還是 Panera Bread（《星巴克最大的對手，是一家&ldquo;空蕩蕩&rdquo;的麪包店》），又決定了它所面對的具體客羣和營銷方式。</div>
<div>
	&nbsp;</div>
<div>
	　　這個選擇早在上世紀 90 年代就默默做好了。</div>
<div>
	&nbsp;</div>
<div>
	　　在 1995 年左右，當星巴克在唐恩都樂的總部波士頓開出第一家店的時候，唐恩都樂拍案而起，推出了一系列調味咖啡飲品。不管是被氣的也好還是蓄謀已久的也好，他們之間的&ldquo;鬥爭歷史&rdquo;比 Panera Bread和星巴克之間要久遠、激烈得多。</div>
<div>
	&nbsp;</div>
<div>
	　　在星巴克 1995 年推出著名的星冰樂系列產品線之後 2 年，唐恩都樂也拿出了自己的版本 &ndash; Coolatta（奇諾冰），除了各種咖啡系口味之外，還提供草莓、橙子和香草口味，這個推出了 20 年的產品，在今年將被咖啡味更濃的 Frozen Coffee 產品線取代，這也基本反映了這個品牌對咖啡因越來越多的重視。</div>
<div>
	&nbsp;</div>
<div>
	　　2000 年，唐恩都樂開始掀起自詡的&ldquo;濃縮咖啡革命&rdquo;，強勢推出 Dunkaccino，一款由咖啡、可可和奶油組成的飲品，並開始擁抱各類意式咖啡衍生產品，4 年後更是推出了深烘焙咖啡。</div>
<div>
	&nbsp;</div>
<div>
	　　當然，過去的這幾年要拜星巴克的咖啡文化傳播所賜，美國市場對於咖啡的認知有了巨大的提升，從意式濃縮到拿鐵，從卡布奇諾到瑪琪雅朵，因此唐恩都樂也順勢用看上去更加專業的用料來滿足他們的需求。</div>
<div>
	&nbsp;</div>
<div>
	　　接下來的 2013 年，唐恩都樂的首席財務官 Paul Carbone 終於在公開場合表示：我們是一家飲品公司，他甚至將咖啡類飲品稱之爲品牌商業成功的聖盃。</div>
<div>
	&nbsp;</div>
<div>
	　　同年，各家加盟店店面開始進行全面的翻新，以搭配公司的新定位。集團爲門店提供了四種模板：原味拼配、卡布奇諾拼配、深烘和爵士烘焙。很多店鋪的內裝繪畫裏都會有出現咖啡元素。</div>
<div>
	&nbsp;</div>
<div>
	　　座位佈局上面，會削弱一些快餐感，更歡迎顧客坐下來歇歇腳，這對於衝破&ldquo;早餐店&rdquo;傳統形象桎梏，增加下午茶時段的銷售有所幫助。爲了保證質量，加盟商每十年就必須翻新一次。</div>
<div>
	&nbsp;</div>
<div>
	　　到了 2016 年，唐恩都樂又發佈了五步走戰略，第一步就是打造咖啡行業的領導地位，同年他們的市場佔有率達到 21.9%，在他們前面只有 39.8% 的星巴克，這是一個只有兩個品牌以及&ldquo;其他品牌&rdquo;的榜單。同年，他們緊隨星巴克的冰釀咖啡熱潮，也推出了自己的冰釀咖啡。</div>
<div>
	&nbsp;</div>
<div>
	　　最近，他們則盯上了正火爆的瓶裝咖啡飲料市場，今年早些時候他們開始和可口可樂合作，利用後者在生產、運輸和分銷上面的優勢打入這個高達 15 億美元的市場。這個市場目前 80% 份額都由星巴克與百事可樂這一對組合把持，唐恩都樂這下又要打一場光腳不怕穿鞋之戰。<br />
	<div>
		　　第二個選擇，是做什麼樣的咖啡</div>
	<div>
		&nbsp;</div>
	<div>
		　　既然選擇了飲品這條路，那麼下一個選擇又出現了：做星巴克（專題閱讀）還是做自己。從上文的內容上來看，它好像一直想做星巴克，然而空間比星巴克難看，產品上只能扮演一個潮流跟隨者的角色，所以時不時被人詬病是星巴克的跟屁蟲。那它到底是哪裏和星巴克不一樣呢？</div>
	<div>
		&nbsp;</div>
	<div>
		　　這在唐恩都樂 2006 年的全新品牌口號中能得到最好的體現：美國航行靠唐恩（America Runs on Dunkin&rsquo;）。</div>
	<div>
		&nbsp;</div>
	<div>
		　　同年飲品銷量已經佔了壓倒性的多數，公司於是發佈這個全新口號，和&ldquo;咱美國的甜甜圈店&rdquo;、&ldquo;是時候做個甜甜圈了&rdquo;這類老口號完全區別開來。它把自己看作是美國的&ldquo;動力燃料&rdquo;，基礎、快速、日常。</div>
	<div>
		&nbsp;</div>
	<div>
		　　尤其是在口號發出去後不久的金融危機期間，人們更加精打細算，高級餐廳是不敢經常去了，爲了咖啡多花一兩塊錢，就已經能算是生活中的享受，所以那些口味豐富的飲品成爲了不少人的選擇。</div>
	<div>
		&nbsp;</div>
	<div>
		　　衆所周知，星巴克的着力點一直是放在空間營造上面。尤其是近幾年，它在品牌升級、品類擴張上面有很多動作。從臻選店到烘焙工廠店，從全手動咖啡機到單一產區咖啡豆，它打造出了一系列中高端空間和產品；酒精類飲料、午餐和甜食新品頻出，它同時還希望豐富第三空間的內涵，讓人有更多理由、花費更多時間在店鋪中。總之，它還是更加強調利用品牌特性和生活方式來吸引人羣。</div>
	<div>
		&nbsp;</div>
	<div>
		　　而唐恩都樂則堅持&ldquo;在紅塵裏打滾&rdquo;，它處理的是人和他們快速的、即時的、豐富的需求。它更加關注的是年輕人市場&mdash;&mdash;那些還沒有踏入社會的真&middot;年輕人。</div>
	<div>
		&nbsp;</div>
	<div>
		　　在早餐時段，人們可以在唐恩都樂買到套餐，購買個別食物組合時咖啡或者茶就是免費的。而且這類套餐的價格通常比星巴克那些現成包裝、烤箱翻熱帕尼尼三明治來的便宜。</div>
	<div>
		&nbsp;</div>
	<div>
		　　美國星巴克中杯拿鐵的價格大約是 3.65 美元，而唐恩都樂同類產品的價格則是 3.29 美元，除了稍微便宜那麼一點，關鍵在於後者增加任何風味糖漿奶油等都不需要額外加錢，這對於&ldquo;頗有主見&rdquo;的年輕人來說很有吸引力，他們不需要爲個性化額外買單。而對於他們喜愛的冰咖啡飲品，同屬於一個集團的冰激凌品牌芭斯羅繽曾爲他們提供了一系列雪糕，來增加冰咖啡口味的多樣性。</div>
	<div>
		&nbsp;</div>
	<div>
		　　促銷方面，唐恩都樂的策略就是傻愣愣的：送。新產品有各類試飲；而平日你會在門店中發現一個線上調查問卷的二維碼，每一次消費後完成問卷，你在下一次消費的時候如果購買中杯飲品，就會獲贈一個免費的甜甜圈。這類策略對於（沒什麼收入的）年輕人也相當有吸引力，十多年前 Chipotle 就是靠這個方法攻下了波士頓地區，現在唐恩都樂選擇 &ldquo;從娃娃抓起&rdquo;，當這些年輕人被培養出了消費習慣，日後他們進入工作崗位後，就是一個個品牌活體代言人了。</div>
	<div>
		&nbsp;</div>
	<div>
		　　官方定位在&ldquo;老實巴交普通人&rdquo;（Average Joe）氣質的唐恩都樂，就這樣硬走出了一條新路。</div>
	<div>
		&nbsp;</div>
	<div>
		　　回看過去這二十年，其實並沒有什麼巧奪天工之處，全憑信念夠堅定。從戰略的確定，到室內的調整，從緊隨潮流的大量新品，到針對年輕人的親切營銷手段，一個甜甜圈店變成咖啡店，就真的成爲了現實。</div>
</div>
<br />
'

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'一個“不誤正業”的甜甜圈品牌竟然能在美國撼動星巴克？_星巴克_咖啡館經營_中國咖啡網'

'一個,不誤正業,甜甜圈,品牌,竟然,能在,美國,撼動,巴克'

'如果一個快餐品牌，名字裏明明自帶甜甜圈這個單詞（donut），但實際上甜甜圈的銷售只佔到8, 聽上去應該是完蛋了。 但現在有一個例外的情況，叫做唐恩都樂，Dunkin Donuts。 擁有超過12000家門店，和星巴克（專題閱讀）共同瓜分超過 60, 的美國咖啡市場佔有率'

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