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CANTON, Mass. -- For the seventh straight year, Dunkin' Donuts ranked No. 1 in customer loyalty in the coffee category of Brand Keys' annual Customer Loyalty Engagement Index. It also ranked No. 1 in customer loyalty in the packaged coffee category.
The brand research consultancy's 17th annual national survey identifies brands that are best able to engage consumers by meeting or exceeding their expectations, which creates loyal customers, the company said. The Customer Loyalty Engagement Index recognizes brands that receive the highest loyalty and engagement assessments and surpass competitors for "delighting" customers.
"Being recognized by Brand Keys once again for coffee customer loyalty is an honor that we share with our dedicated community of franchisees and our hard-working crew members, who provide our guests with fast and friendly service every single day," said John Costello, chief global marketing and innovation officer at Dunkin' Brands. "Working closely with our franchisees, we remain committed to keeping people running with a wide variety of food and beverages served quickly at any time of day, and at a great value."
Consumer preferences were based on consistently meeting customer expectations for taste, quality, service and brand value in the coffee restaurant and packaged coffee categories.
"We congratulate Dunkin' Donuts, which has developed an extremely loyal fan base by creating real emotional engagement between their brand and the consumer," said Robert Passikoff, founder and president, Brand Keys. "They've been No. 1 in our Customer Loyalty Engagement Index for seven years in a row, and you can only achieve that through great product, meaningful differentiation and a brand that continuously resonates with the consumer."
Dunkin' Donuts serves more than 1.7 billion cups of coffee every year at more than 7,300 U.S. locations and more than 10,400 restaurants in 32 countries worldwide, according to the company.