Daily Insights

Donut Hesitate to Apply

By: Mackenzie Baker | Jun 10, 2020

Dunkin’ is appealing to some of the over 30 million unemployed Americans to work at its restaurants. “Dunkin’ Runs On You”—a riff off its traditional “America Runs on Dunkin’” slogan—is the name of the brand’s new campaign aimed at finding 25,000 new employees across the country. The chain is looking for restaurant employees from cashiers to managers, to work at some of its 9,600 locations. To further galvanize applicants, Dunkin’ is touting its employee benefits, such as flexible hours and competitive pay, as well as a new, incentivizing benefit: an online college education. The company’s new partnership with Southern New Hampshire University allows employees to earn a college degree at a reduced rate. 

Dunkin’s recruitment campaign is running in Spanish and English on TV and social media, as well as through digital and in-store ads. Dunkin’ sees the highest percentage of site visits from display ads, as noted in a Gartner report, making it a suitable tactic for the brand’s very first recruitment campaign. The company also released a 30-second commercial touting the benefits of working at a Dunkin’ store and the accessibility of its online application. Following the pandemic, interested applicants can apply in-store as the brand’s locations resume regular operations. While 90% of Dunkin’ stores continued running during the crisis, customers could only visit via drive-thru until recently. With six million newly-unemployed restaurant workers as a result of the pandemic, the nation is in need of opportunities to return to normal life. Dunkin’s national, people-focused campaign, hopeful message, and abundant benefits could help the brand fill its positions quickly while building business back up. 

At a time of record unemployment, Dunkin’ is stepping up to the plate with a national hiring call. Running a campaign for something as typical as hiring workers could be a sweet sign of encouragement for customers, applicants, and fellow businesses as Americans wait for things to look up following the pandemic.