BENCHMARKING

ADVANTAGES

PLACE: Starbucks Corp and Dunkin Brands are the two largest eatery chain in the U.S. that specialize in
coffee. Every store is a unique place with a wide range of product and a special homely ambiance,
emphasized by relaxing music and comfortable seating furniture. starbucks locations are designed with
comfort of customers in mind. Free internet access and inviting décor are meant to offer a more exciting
option for those looking for a place to read, relax or chat with friends. This also makes going to starbucks
a potential social activity, turning the store into a destination rather than a simple distribution location.
Starbucks often has a library-like ambiance: the wooden walls and tables, the warm glow of the lighting
in the late afternoon, and earthly colors that contrasts the bright lights at Dunkin’. The latter’s interiors
are designed to be aesthetically different from Starbucks stores, with the former often resembling fast
food stores in furnishings and decor.

PRODUCT: Starbucks is the unsurpassed leader, with its muffins, breads, cookies, cakes, sandwiches, tarts,
marshmallows, chocolate bars, and other treats. If you want your pastry to be warm, you can ask to heat it up.
There are also lunch options including turkey, ham, and Swiss Panini. If you want, you can take your food to
the office in a Bistro Box. All the drinks go in tall, grande, and venti cups. Besides classic coffee options, there
are exquisite drinks that are not served anywhere else (e.g. macchiato with hazelnuts), and iced drinks.
Dunkin menu is limited to primarily doughnuts, burgers and beverages, resulting in a lack of variety. As a
result, their customers spend relatively large amounts of money at their competitors’ locations.

DISADVANTAGES

PRICE: Dunkin is offering lower price compare to starbucks. This can make it much easier for Dunkin to
attrack more customers with a price sensitive mindset while Starbucks high prices can also be a
deterient for customers in certain markets where disposable income is lower.