Dunkin’ Donuts has debuted “Time to Coffee,” a digital campaign enabling New York City residents and visitors to determine how they can obtain the chain’s coffee at the fastest-possible clip, according to AdWeek.
The new “Time to Coffee” site takes into account two types of data—estimated walk times to Dunkin’ Donuts units near Times Square and current wait times at those locations—to determine which course of action would get a customer coffee the quickest, AdWeek says.
A twist on the geotargeting trend that’s gained steam in recent years, this campaign panders to consumers’ desire to avoid inconvenience and access transparent wait times.
Check out the full story—in addition to mobile renderings—via Adweek.
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