As a part of The Drum’s Food & Drink Focus, we had the privilege of conducting an interview with Hamza Ayub, the chief marketing officer for Dunkin’ Donuts in Switzerland. Ayub, who also serves as a judge for The Drum Marketing Awards, graciously shared his expertise on the five fast-food trends that are poised to make an impact this year.
Despite its iconic status in the US, Dunkin’ Donuts is still in the process of establishing its presence in Europe. In Switzerland, Hamza Ayub is at the helm of efforts to capitalize on the latest fast-food trends and elevate the Dunkin’ brand. During a recent conversation with The Drum, Ayub discussed Dunkin’s growth from a handful of stores to 24 outlets complete with nationwide delivery and a substantial following on TikTok. The company’s nomination for the TikTok Ad Awards stands as a significant achievement for Dunkin’ in Switzerland.
A primary focus in the quick-service restaurant industry is to increase comp sales, a metric that compares previous year sales with the current year’s sales in each store. According to Ayub, the key to achieving this goal lies in maximising customer lifetime value through the continual development of unique customer experiences that encourage repeat business.
Ayub stressed the importance of technological innovation in expanding Dunkin’s reach. Since assuming his role with the brand in 2022, he has overseen the development of AI-generated ads, the introduction of augmented reality through a cyber punk-themed store, and the incorporation of virtual reality for staff training. He is committed to propelling the brand forward and not resting on past achievements to secure future sales.
Furthermore, brand collaborations have been integral to Dunkin’s growth. Ayub emphasised the importance of establishing points of parity with partnered brands while creating a unique selling point within the industry. Dunkin’ has successfully collaborated with local Swiss brands such as Ovomaltine and Ragusa to create mutually beneficial partnerships that resonate with their target audience.
Moreover, brand loyalty and branded merchandise have played a crucial role in enhancing Dunkin’s brand resonance and connecting with customers on a deeper level. One noteworthy example is the Swiss Dunkin’ watch, which not only drove foot traffic but also generated viral social media moments, strengthening the brand’s bond with its customers.
In addition to the substantial impact of social media platforms like TikTok, Ayub also shed light on the evolving landscape of content consumption, particularly the shift towards long-form storytelling as opposed to the shorter content that dominated the past two years. He also advised marketers to be mindful of weather changes, as they can significantly influence consumer behaviour and product preferences in fast-food establishments.
As the food & drink industry continues to evolve, it is crucial for marketers to stay informed about the latest trends and adapt their strategies accordingly. Ayub’s expertise provides invaluable insights into the fast-food landscape, offering a glimpse into the industry’s future.
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