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CLIENT: Dunkin' Brands
PROJECT: Franchise sales brochure
FORMAT: 8.5 X 11, 8 pages
AUDIENCE: Prospective multi-unit franchisors(Excerpts)
Franchising with a Leader
America's Most Loved Brands
When you become a franchisee with Dunkin' Brands you join a network of dedicated franchisees who operate more than 10,000 restaurants worldwide. We understand that franchising is a team effort. As an industry-leading franchisor, we know that our success depends as much on our franchisees as theirs depends on us.
Our extensive experience in franchising quick service restaurants has taught us much about what it takes to thrive as a franchisee. We've learned that, while strong interest, desire, and financial qualifications are essential ingredients, several other factors contribute significantly to a franchisee's ability to manage retail food service operations. That is why we take great care at the outset to select candidates who are most likely to benefit from the opportunities we offer.
Among the qualities we seek are:
- A proven track record in successfully managing a small-to-medium size business, ideally including retail, food service, or franchise experience
- Experience in hiring, training, and motivating employees
- Sound understanding of business finance principles
- Strong personal commitment to managing your franchised stores on a daily basis
- Willingness to participate in our comprehensive training and evaluation programs
- An ability to meet the financial obligations of establishing, operating, and growing your franchised business
- A passionate commitment to customer service
If our qualification standards seem high, we believe the benefits we offer are also hard to match, as the following pages illustrate.
The Multi-Brand Concept
Limited menus that typify quick service restaurant concepts tend to generate peak consumer traffic during a single day part or category - for example, breakfast or snacks. This results in resources being underutilized much of the day and limits the performance of your investment. Alternatively, merging compatible, branded concepts, each addressing different day parts, into a single store, lets you leverage the synergies among those brands.
Dunkin' Brands offers three time-tested restaurant concepts, each with its own highly developed brand identity:
- Dunkin' Donuts: The world's largest coffee and donut shop chain, launched in 1950, has grown to more than 5,000 locations throughout the United States and 37 foreign countries. Well noted for its fine coffees and breakfast bakery items, this concept fits the demand of consumers by the millions who seek a great tasting breakfast on the go.
- Togo's: Founded in 1971, Togo's is California's fastest growing chain of sandwich eateries. Now in eight states, Togo's consumers love their premium quality ingredients, ample portions, and excellent value - a recipe that's hard to beat, whether it's for lunch, a snack, or a light supper.
- Baskin Robbins: A brand synonymous with ice cream, this chain's 31 flavors of sweet, creamy treats are offered in more than 4,700 locations from California to Moscow. Ice cream's universal appeal as a snack or dessert makes it a popular draw from midday to closing time.
Combining two, or all three, of these brand concepts in a single operation is Dunkin' Brands' unique Complimentary Day-part Strategy - one that optimizes Return-On-Investment through more efficient use resources.
Your Advantages as a Franchisee
A franchise defines an interdependent business relationship that is intended to last for many years. Consequently, selecting the right franchisor for the long term is important to protecting your franchise investment. Perhaps the greatest advantage Dunkin'Brands offers franchisees is its history of stable leadership as a food service franchisor and as a manager of industry-leading brands. Other advantages you'll enjoy as a franchisee include:
- You will join a comprehensive network of professionals having substantial experience in the food-service franchise industry
- Strong management commitment to building and maintaining the company's brands worldwide
- An approach to market planning and site selection that blends state-of-the-art technology with time-proven methods across brands and markets
- Industry-leading ads, promotions, and marketing support. Our Time to Make the Donuts campaign was independently rated among the best in television history
- State-of-the-art operating systems and ongoing product research and development
- World class training programs perfected during our 130 combined years of training franchisees from a wide variety of business backgrounds
- Active franchisee Advisory Councils that offer additional support and provide forums for exchanging new ideas, responding to new initiatives, and addressing common concerns
Franchisees and consumers are the center of attention at Dunkin' Brands because we recognize that without them the other aspects of our business - brands, products, systems, and technology - mean little indeed. When you join our worldwide group of franchisees you will enter a relationship with our company that is built on understanding and respect.
When you become a Dunkin' Brands franchisee our team of professionals will work closely with you to help you build your business from the ground up. In return, you agree to comply with the systems and standards we've established and from time to time amend.
- You will live in the market where your franchised units are located and ensure they are properly staffed and managed at all times.
- Developing and expanding your business will be a priority, and you will consistently maintain a consumer marketing focus.
- The initial term of a typical Dunkin' Brands franchise agreement is twenty years.
- As a franchisee you will be responsible for site selection, real estate acquisition, financing, construction, signage, and equipment, subject to our approval. Dunkin' Brands offers standard, generic architectural plans and specifications, site selection assistance, and provides parameters for building and site development.
- You agree to consistently meet all our standards, as well as the requirements of all relevant government regulatory agencies, as they pertain to brand image, operations, food service, quality and safety, for customers and employees.
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