Seoul, the capital of Korea, is known as The City of Coffee, but with more than 200 Starbucks and local cafes, Dunkin’ Donuts has devised a new marketing strategy by increasing traffic with Flavor Radio.
Similar to psychological programming, Flavor Radio is a machine that automatically releases the scent of coffee each time the signature DD jingle is played. These scent sprayers are most commonly installed on buses and trains to attract commuters on their morning ride to work. By doing so, passengers are more inclined to make the trip to the chain coffee shop and sales increased by almost 30%. This creative marketing technique is similar to that of the North American sandwich chain, Subway, where another scent-spraying device is installed just outside of the store to allure passersby with luscious aromas of their freshly baked breads.
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