We’ve all been in this scenario . . . you get a craving for [insert fast food joint here] and so you announce to your co-workers that you’re going to make a run. A piece of torn-off paper is passed around getting more ratty by the minute as everyone scribbles in their own hieroglyphics what they want in a range of specific to unclear terms. Moments later you’re sitting in a drive-through trying to decipher everyone’s order without a magic coder ring with cars honking behind you and a very impatient fast food employee screeching on a microphone. It doesn’t take long for you to regret the whole thing. Perhaps next time you’ll read a chapter from the Navy Seals training book for covert operations to sneak out of the office undetected.

Before you dress in all black and apply face paint to begin “Operation Fast Food” you should try a solution created by Dunkin Donuts. The application called “Dunkin’ Run” allows you to create a database of friends and send them an “alert” that you’re going to take a trip to Dunkin’ Donuts.  Friends are invited to access an online menu of items and make their selections. The list is collected for printing or you can take the list on your mobile device (iPhone) and show it to the Dunkin’ Donuts employee. Yes, it’s that simple!

The solution is a fantastic marketing effort by Dunkin’ Donuts that makes these runs easier while maintaining your “hero” status among the office cubicles. What I really like about this app is that it offers a solution for an every day challenge while creating a buzz component among traditional media, social media and throughout the cubicles. We shouldn’t forget the loyalty factor considering that if you like their coffee and donuts this solution makes it easier to build a stronger relationship with their customers.

I also applaud their effort to create an app for their customers. Don’t underestimate the adoption rates of mobile tools and marketing opportunities. These platforms will continue to grow . . . especially with the increasing prominence of the Millennial Generation.

All of this talk of coffee and donuts is making me hungry. Now if they could just figure out an app to collect the money from my co-workers for my Dunkin’ Run.

http://www.dunkinrun.com/

I should first mention that I’ve never been a fan of the “Cola Wars” — our taste test shows that nine out of ten sugar water drinkers love our product better than our competition. I'm typically seen rolling my eyes anytime these spots appear because I don’t succumb to the idea that if I’m not one of the nine I’m not part of the “in” crowd. So when Domino’s started running their “Us vs Subway” taste test spots promoting their new line of oven baked sandwiches my eyes did their usual “roll” with a few figure eights.

While trying to get a foothold in the sandwich category Domino’s was able to at least get Subways attention, which resulted in a cease-and-desist letter. Domino’s reaction? They tasked their advertising agency (Crispin, Porter & Bogusky) to come up with a response and they did in a big way.

In prime time, during Fox’s “American Idol” program, the pizza chain continued the fight through CEO Dave Brandon who proceeded to toss the letter in a pizza oven. He made his point.

Domino’s also placed the TV spot on the homepage of their Web site. Site visitors were invited to click a button and watch the image of the letter (with the Subway logo) burn. As of this post it has “baked” more than 61,000 times.

For once I’m enjoying the food fight, which is reminiscent of a few I experienced in my high school cafeteria. A legal battle is likely to ensue but I’ll be more interested to see the viral marketing effects and the revenue numbers for Domino’s when the dust has settled.

The Domino’s delivery guy just arrived (in under 30 minutes) so I’ve got to go. Post your comments on what you think of of the Domino’s strategy. I’ll get back to you after I wash down my oven baked sandwich with a Coke or Pepsi.

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