Merchandise done right builds brand and brand evanglists.

For years, Dunkin’ merchandise was an afterthought category, operating in a silo without any brand oversight.

We brought merchandise under the brand engagement team and supercharged both our online and in-store presence to become high-growth categories that excited both guests and franchisees.

Online, we created limited-edition drops designed to drive hype and scarcity around the brand, appealing to the Dunkin’-obsessed.

In-store, we pivoted by rallying franchisees around the category, creating more eye-catching & innovative designs to steal share of news, and extending purchase options by allowing guests to order merchandise for the first time ever in-app, via mobile ordering.

Welcome to Dunkin’ World :“With streetwear-style drops and a shrewd embrace of social media, New England's favorite purveyor of extremely normal coffee has turned itself into a lifestyle brand.” - GQ Magazine

In-store Results

• In-store sales saw a 2-year trend increase of +60%.

• Franchisee in-store merchandise purchases more than doubled due to internal comms, education & increased national social promotion, giving franchisees more confidence in our merchandise success.

• Launching merchandise in the Dunkin’ app and bringing our conversation-worthy Halloween glow in the dark Tumbler in-store, doubled sales from prior 2 weeks.

ShopDunkin.com Results

• Each drop has sold out within 24-48 hours.

• Holiday line lauded as ‘the hottest fashion drop of the year’ by Refinery29.

• Garnered substantial earned media coverage across publications such People, Elite Daily, Delish, Food & Wine and Adweek.