Dunkin’ provides drive-thru weddings for Valentine’s Day

Dive Temporary:

  • Dunkin’ is selling its seasonal menu for Valentine’s Day with an experiential marketing campaign that features a likelihood for {couples} to get married or renew their vows in a drive-thru lane. The bakery chain additionally plans to open a wedding-themed on-line pop-up store, per an announcement.
  • Dunkin’s “Marriage is on the Menu” contest was impressed by a Dunkin’ worker who final fall obtained married on the drive-thru the place she first met her husband. To enter, New York state residents have to submit a photograph on Instagram with the #DunkinIDoContest hashtag within the caption, together with a proof of why they wish to marry in a Dunkin’ drive-thru. The competition deadline is Jan. 30, and a winner will probably be chosen on Feb. 2.
  • In an indication that experiential advertising and marketing is as soon as once more ramping up — simply with social distancing measures in-built — Dunkin’ will host the marriage on Feb. 12 at a location in Middletown, New York, the place different {couples} can also go to from 3-4 p.m. for a drive-thru vow renewal or dedication ceremony carried out by I Do Drive Via, a drive-up marriage ceremony service. Dunkin’s on-line retailer with wedding-themed merchandise will probably be accessible on Feb. 11.

Dive Perception:

This yr’s Valentine’s Day would be the first one throughout the pandemic, difficult entrepreneurs to provide you with campaigns that promote togetherness whereas additionally urging individuals to apply social distancing. Dunkin’s wedding-themed promotion displays ongoing curiosity from the model within the romantic vacation regardless of the pandemic and the popularity that its advertising and marketing should replicate the wants of shoppers, who point out the well being disaster is forcing them to regulate how they have a good time on Feb. 14. Dunkin’s marketing campaign builds on growing curiosity in drive-thru weddings throughout the pandemic, and it additionally nods to the curiosity in weddings at quick-service eating places that was in place earlier than the pandemic, as evidenced by the marriage package deal that Taco Bell beforehand provided that allow {couples} get hitched at its flagship restaurant in Las Vegas.

Greater than half (56%) of U.S. shoppers plan on altering their Valentine’s Day plans attributable to COVID-19, per survey outcomes that analysis expertise platform Lucid shared with Advertising and marketing Dive. Its research additionally discovered that 82% of U.S. shoppers plan to have a good time Valentine’s Day at house this yr. The survey outcomes counsel shoppers will reply to Valentine’s Day promotions which might be conscious of non-public security, which Dunkin’s drive-thru promotion makes an attempt to deal with.

Dunkin’s Valentine’s Day marketing campaign can be one other signal of how quick-service eating places are ramping up their experiential campaigns after a yr of dormancy. Burger chain White Citadel this month mentioned it might change up a long-running Valentine’s Day occasion that lets individuals e book a romantic dinner given COVID-19 issues. With restrictions on indoor eating, the chain will rework about 300 of its places into “basic drive-ins, full with carhop service.”

The standard bounce in shopper spending that coincides with Valentine’s Day is predicted to happen once more this yr and Dunkin’s pop-up retailer may assist the model meet shopper demand. Many retailers reported sturdy outcomes throughout the holidays, which usually foretell of spending patterns going into Valentine’s Day. Some shoppers might even see the romantic vacation as a possibility to have a good time these they’re closest to at a time when most individuals’s social circles have shrunk considerably.

Dunkin’s pop-up retailer follows different efforts to advertise branded merchandise in giveaways and direct gross sales amid the expansion in e-commerce throughout the pandemic. The corporate in November provided to re-release a restricted variety of Dunkin’ Onesies if the model reached 2 million followers on social video app TikTok. Dunkin’ additionally has collaborated with sportswear maker Saucony on a line of clothes to have a good time the Boston Marathon, increasing on a extra restricted providing of trainers it had provided earlier.


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