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Dunkin' Brands, the company that includes Dunkin' Donuts and Baskin-Robbins in its portfolio, has partnered with HubKonnect to bring AI-powered marketing solutions to more than 10,000 of its restaurants across the United States.
The partnership, announced Tuesday, will run for three years through 2026 and will cover not only individual Dunkin' restaurants, but also a combined Dunkin' and Baskin-Robbins restaurant with 1,500 locations and more than 1,000 Dunkin franchise networks. '.
HubKonnect's AI-powered Local Store Marketing (LSM) takes data on consumer behavior and uses it to adjust strategies based on demand and delivery, create hyper-personalized marketing campaigns, and analyze investment feedback for each strategy at each location .
“The partnership we are announcing is a very strategic partnership where we are here to work together for the long term to bring you the best local store marketing solutions where you can truly win over your communities,” said HubKonnect CEO and co-founder. Michael Koch told Fox Business. “The goal is to leverage our award-winning technology, leverage the Dunkin brand in these communities, and really expand mobile app usage and data delivery to drive their strategic initiatives at the executive level.”
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© (Photo by Alexandra Shuler/Photo Alliance via Getty Images) Dunkin' Brands, the parent company of Dunkin' Donuts and Baskin-Robbins, will leverage HubKonnect's AI-powered local marketing solutions in a three-year partnership. (Photo by Alexandra Schuler/Photo Alliance via Getty Images)HubKonnect's AI system pulls its insights from a variety of data sources, including demographic data, mobile data, personalized consumer personas, business data, and more.
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Brands like Dunkin' with multiple units can use it to assess how different marketing strategies might work locally by optimizing delivery times, identifying customer trends and preferences, and building community relationships. HubKonnect claims that their system has an average return on investment of 6-10%.
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© Courtesy of HubKonnect The HubKonnect platform provides Dunkin' affiliates with AI-powered marketing plans tailored to local conditions. Courtesy of HubKnectKoch explained that the HubKonnect system is now available at all Dunkin locations. When an individual affiliate or someone in your organization logs in, they have site features for each location that help users understand the local competitive landscape and traffic opportunities in the area.
"Through this simple three-step platform, they choose a location, a business objective, a time period. And then, with the push of a button, we build, using data, mobile data, to make sense of all this information, in five integrated marketing calendars for Dunkin' Covering techniques,” Koch said.
"Now this local strategy is also included in the entire national marketing calendar, we all have regional marketing calendars, so our AI brain takes this into account when making local recommendations to best activate this strategy."
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© Courtesy of HubKonnect HubKonnect's dashboard provides AI-powered marketing plans to clients like Dunkin Brands. Courtesy of HubKnectHubKonnect's partnership with Dunkin' also includes specific brand assets that combine data, demographics, and style sets within each individual location. As more and more local marketing campaigns are launched, the AI system further refines its data sets and is able to provide better recommendations.
"With each strategy, systems get smarter. So we're not just creating a unique local dataset for that unique location, but we're also creating a unique dataset for that region [defined market area]. So , the strategies that they would use, for example, in Omaha, Nebraska, are different than what they would use in central New York based on that one marketing area," Koch explained. "So our system uses these resources to be able to generate transactions sales, recruiting, use of mobile applications, that's what drives us.”
Dunkin' affiliates are supported by HubKonnect consultants who advise Dunkin' in choosing the various brand-focused marketing strategies available to them or capitalizing on these plans through a particular event and marketing platform. performance in your community.
"All of their vendors come together on our platform, so when they think they need to order things like meter cards or other things that go with the campaign, they can place their order. So we really became the hub and the central point for get all your local marketing needs in-store,” Coach said.
HubKonnect is a fully seeded company that created its AI marketing solution system in 2016 and has worked with other quick service restaurants like McDonald's, Chick-fil-A, Bojangles, Wahlburgers and more.
The company was initially retained to overhaul Dunkin's marketing ecosystem and, after analysis of vendor network and resources, resulted in a partnership that will now see HubKonnect manage Dunkin's local store management and marketing systems. Dunkin.
