The two most famous donut chains in the United States compete every day to attract the public’s attention. Krispy Kreme and Dunkin Donuts compete for every customer through flavors, images and promotions. However, today, one of them made a decision that could turn the tide.
Today is Tax Day in the United States, so both brands could have used this opportunity to attract consumers. But only one brand did it, and it was decisive. What was supposed to be a day of paperwork and data work turned into a great excuse to give sweet gifts.
Krispy Kreme announced that today it will offer an extra dozen of original frosted donuts, just for the sales tax. You can get it by buying a dozen of regular donuts at any Krispy Kreme store. The tax on the second dozen will depend on the applicable tax rate in each state.
The brand launched this promotion to relieve the stress that usually accompanies Tax Day. For some, this move can turn a difficult moment into a pleasant break. Faced with this situation, Dunkin’ Donuts did not launch any similar offer, which immediately triggered people to compare the two companies.
Additionally, Krispy Kreme is offering a free second dozen with online orders. Customers must enter the promo code “TaxBreak” on the website for the discount to be automatically applied. According to All Recipes, the offer is limited to one free dozen and can be picked up or delivered.
Dunkin Donuts’ absence from this type of marketing campaign is conspicuous, especially on such a high-profile date. Krispy Kreme connects with customers on an emotional level, while its competitors seem to be shying away from this opportunity.
Krispy Kreme has used this date as part of its promotional campaign for three consecutive years. The impact of such campaigns is not only reflected in sales, but also in image and influence. The campaign has been a huge success and has become a tradition that thousands of consumers crave.
In contrast, Dunkin Donuts has maintained a more stable strategy and has not made any standout moves at the moment. Although its fan base remains strong, these differences may affect people’s perception of each brand’s affinity. At least today, the battle of donut marketing is clear.
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