Common Cents Marketing

On sunny days I sometimes walk down the street and get a flatbread at Dunkin’ Donuts for lunch. My egg white with turkey sausage is $1 off right now, thanks to their coupon booklet, and iced tea is free—not in the same visit, of course.

Another coupon in the booklet promotes five Munchkins for 99 cents. I never buy doughnut holes—I usually go all or nothing. But for a buck, I decided, I could have a wee bite of doughnut and share the rest. I chose five Munchkins and gave my coupon to the cashier … who noted that I saved a whole penny off the regular price.

I would agree that a penny saved is a penny earned, but it’s not a particularly large cost savings. This coupon’s value was less for me and more for the retailer, who prompted me to think about and buy doughnut holes. Talk about reframing a message—this one just needed to be framed by a dotted line.

--Julianne W.