The following letter was by sent Dunkin’ Brands CEO Nigel Travis via email to franchisees yesterday, I wanted to post the letter and get some of your feedback.
Please see my comments below for my reactions to the letter:
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Dear Dunkin’ Donuts and Baskin-Robbins Franchisees,
In spite of a tough economy and thanks to the collective efforts of Dunkin’ Donuts and Baskin-Robbins franchisees, Dunkin’ Brands held its own in 2009. I wanted to take this opportunity to reflect on the year gone by, acknowledge the tremendous work that was accomplished and look forward to 2010.
Although the year was filled with challenges, I am very proud of the accomplishments we achieved together over the past year, including:
Strong alignment and working partnerships with our BAC, RAC, DAC and subcommittees;
• Over $60 million dollars in cost of goods (COGS) reductions;
• Implementation of aggressive competitive blunting tactics on both the local and national level;
• A new financial Tool Kit and the addition of preferred lenders;
• Strategic international expansion in China, Korea, Japan, Thailand and the Middle East.
Overall system wide sales continued to grow, and we added almost 500 net restaurants around the world, an especially remarkable accomplishment given the marketplace. As a result, we are well positioned to be THE premier quick service restaurant franchisor in the coffee, bakery and ice cream segments.
Looking forward, 2010 will be about “Winning the War for the Guest” in both our Dunkin’ Donuts and Baskin-Robbins restaurants. This means driving store comps and total sales by satisfying our guests better than anyone else in the quick service restaurant industry.
We will do this by:
• Improving the guest experience and operational excellence through improved training, and clear and measurable standards;
• Increasing franchisee profitability through a variety of initiatives, including taking costs out of our supply chain, continued focus on global manufacturing strategies, implementing new retail technology and expanding guest usage occasions;
• Differentiating our brands with harder-hitting advertising, the development of ever-more relevant products, reinforcing our value proposition and through the celebration of the Dunkin’ Donuts’ 60th birthday and Baskin-Robbins’ 65th!
• Strengthening our viable international business through growth in our established international markets – Korea, Japan, the Middle East – and expansion in key strategic markets;
• Strengthening Dunkin’ Donuts’ channel business in a way that complements our core franchise business model and takes advantage of unique marketing opportunities.
A critical step in our journey will be the 2010 Global Profitability & Growth Conference, where you will gain the practical tools and strategies to help improve guest satisfaction, drive transaction growth, develop employees and deliver operations excellence. I hope to see all of you in New Orleans in March!
In closing, I would like to thank you for your partnership and continued commitment to our great brands. I look back on my first year with Dunkin’ Brands with pride in all we have achieved and look ahead with a great sense of optimism for both 2010 as well as for our long-term future. Although the competition is tough, I am confident that we have the brands, the plans, the products and most importantly, all of you to “Win the War for the Guest.”
Chief Executive Officer, Dunkin’ Brands, Inc.
President, Dunkin’ Donuts