In early 2013, SapientNitro re-launched a website to support Dunkin Brands' efforts to recruit new franchise owners. The site is a hub for potential franchisees, providing up to date educational information, worldwide franchise availability, qualification materials, as well as direct links to apply.
The approach to the site from a user experience point of view was to create a modern, forward thinking experience. Content is presented in a linear format on long scrolling pages, with intuitive navigation that helps guide users through their experience.
A key challenge was ensuring the Dunkin' franchising site did not feel like the Dunkin' consumer site. It needed its own visual identity, but it also still needed to feel part of the Dunkin' family-living within the Dunkin' Brands guidelines. SapientNitro developed a look & feel that's uniquely ownable; but is also distinctly and unmistakably Dunkin'. Dark and light browns and oranges, along with illustrations and info-graphics, drive the visual system.
The biggest technology challenge came with the implementation of a new interactive map in HTML5 to provide users with market availability for franchise development down to the county level. On both the front and back end, SapientNitro was able to customize the map to Dunkin's style and leverage up-to-date data directly out of Dunkin's SalesForce database.
The new Dunkin' Franchising site launched on January 10th, 2013 in advance of the company's January 15th announcement of the brand expansion into California markets. Upon announcing its new expansion roadmap, the Franchising site saw a same-day traffic increase of four-times its average daily visitors in January. Visit duration to the site has increased 66%. The site's primary first interaction previously funneled visitors directly to the application process – following re-launch, the application fell to the fourth ranked interaction. The site's analytics show primary interactions now include viewing available markets (1st), reviewing the full franchising process (2nd), and learning more about Dunkin' Donuts as a brand (3rd). This has resulted in more educated and qualified leads coming in to the Dunkin' Donuts franchising team and decreased the amount of informational communications required back to franchise candidates.
With a new section dedicated to international expansion, the Franchise team has seen an exponential increase in inquiries for development to global markets. Following this unanticipated surge, SapientNitro worked with Dunkin' to implement a new inquiry form exclusively for international development. Dunkin' is currently working with franchisees in international markets for the first time to launch their own franchising sites that will adopt the look & feel of the US version.