Baskin Robbins 2012 Annual Report Download - page 4

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Innovation: The Heart of the Brand
Product Innovation is a huge contributor to our success – it’s deeply
embedded in our heritage and continues to drive our growth today.
The Dunkin’ Donuts U.S. segment achieved 4.2 percent comp store sales
growth over 2011 despite an intensely competitive marketplace and continued economic uncertainty.
We believe this reflects the overall strength of our brand, and the great products and good value
that we offer to customers every day in a fast, friendly environment.
In 2012 we launched more than 30 new products.
This impressive array included
Breakfast Burritos, the Oreo Coolatta, the Roast Beef Bakery Sandwich,
Red Velvet Donuts, and Hot Cocoa and Pumpkin K-Cups®. And we
brought back some favorite limited time offers such as Sausage
Pancake Bites and the Smoked Sausage Breakfast Sandwich.
We also tested more than 40 new products.
Our product pipeline is the most robust it has ever been,
and that is good news for consumers who love our
traditional beverages and food but also crave the
excitement of new products.
In keeping with our focus on franchisee profitability, we have a rigorous new product launch process
that ensures new products meet our profitability standards, and, most importantly, are well received
by our franchisees and guests.
In addition to product innovation, our marketing innovation helps drive comps, in particular our
plans for utilizing mobile technology and the launch of our new loyalty program.
Our goal is to be a leader in the QSR industry when it comes to using digital
and mobile technology. We want to enable an entirely new level of speed
and convenience for our guests, and engage them on a much deeper
level to further distinguish our brand from the competition.
Our mobile app got off to a great start in 2012. We finished the year
with more than 1 million downloads, and our goal is to more
than double the number of total app downloads in 2013.
We have more plans to enhance our mobile app in 2013
and will be launching an enhanced loyalty program
this year as well.