I’m still sweet on donuts. Please indulge me. Last time I pondered and puzzled over Dunkin Donut’s conflicted marketing plan—where the thinking appears to be, “First, let’s fatten them up, then let’s offer egg whites and an exercise plan so we look like a responsible corporate citizen.”
This time I’m looking at Krispy Kreme. It has a robust marketing plan too, and it’s much more comfortable. I just hope the company doesn’t get weird on us and switch to a better-for-you strategy.
Last week (the week of April 22), the company announced two lovely promotions that have nothing to do with dieting.
The first promotion centers on summer vacation, beginning with two new seasonal donuts—Key Lime Cake and Key Lime Cheesecake—and then a Krispy Kreme Key Lime Staycation Prize Pack Sweepstakes. The prize involves donuts, beverages, beach balls, towels, etc.
The second promotion was a buy-one-dozen-get-one-dozen-free offer, good for one day only. Sorry, it’s over. The title of the promotion was A Dozen Ways To Honor Your Everyday Superheroes. The idea was… buy a dozen for yourself, and then get a second dozen free to give to “unheralded heroes who live in our communities and serve the public as police officers, fire fighters, military, teachers, doctors, volunteers and many more.”
Now, isn’t that sweet? The company encouraged random acts of kindness. It fostered good will. Of course some people would get the free second dozen and eat it themselves, but if they are going to feel guilty for something, let them feel guilty for that and not for eating a donut and failing to run a 10K to make up for it.
I think that companies offering indulgence should celebrate it. Consumers don’t feel as guilty as media attention to obesity would suggest.
I wrote Mintel’s Dining Out: A 2013 Look Ahead, January 2013 report, and according to the consumer survey conducted for the report, 79% of consumers typically order what they crave when they go out to a restaurant, indicating that they desire indulgence.
So I guess I would encourage Dunkin Donut’s to take a lesson from Krispy Kreme. Don’t be ashamed to sell donuts.
Tell me what you think.
Jody
Comments