Comparison of Facebook Communication Strategy:
Dunkin’ Donuts -v- Krispy Kreme Doughnuts

Introduction

This report will compare the facebook communication strategy of Dunkin’ Donuts and Krispy Kreme. Social media is a major media and branding platform for many retailers today both new and established. This method of communicating with consumers is both inexpensive and immediate, so it provides a huge benefit to the company with the least cost. For these reasons, social media sites like facebook provide a huge advantage for retailers especially those in the quick service restaurant (QSR) category, like Dunkin’ and Krispy Kreme.
To compare these locations attention was paid to the most popular facebook success indicator, number of likes, and looking further into these numbers to see what other information they tell. Another point of comparison will be the customer engagement strategies observed on the site, looking at level of activity, responsiveness to customers and other factors.
First we will begin with an introduction of both companies to provide some background and understanding of each companies marketing strategy.

Company #1 – Dunkin’ Donuts
According to the company snapshot page on the Dunkin’ website (2014) “Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods.” It’s founder, Bill Rosenberg, opened a donut shop in 1946 called Open Kettle, and in 1950 changed the name to the famous brand we know today, Dunkin’ Donuts (Dunkin’ Donuts press kit, 2014). Dunkin’ has grown its business steadily over the years with an almost 100% franchised model; they are in 33 countries with nearly 11,000 locations. Over the years they have grown