Project

Hash Browns Test Market

Objective

Drive traffic to Dunkin’ Donuts locations during the Test Market of new Hash Browns menu item

Execution

R solutions dispatched teams of Brand Ambassadors to strategic locations within the test market. These Brand Ambassadors visited commercial centers, hospitals, office parks, a college and residential areas where they distributed almost 10,000 coupons and door hangers in two days. Ambassadors also collected anecdotal feedback regarding the new product and reported consumer responses. This test market proved that Hash Browns could be a successful menu item and drove enough product trial for Dunkin’ Donuts to properly evaluate consumer response to the new product. Hash Browns are now available in all Dunkin’ Donut stores.