Case Study: Dunkin' Brands achieves modernized benefits communications and higher participation with GuideSpark

Dunkin’ Brands takes Total Rewards Communications to the Next Level

Dunkin’ Brands, the global franchisor behind Dunkin’ Donuts and Baskin‑Robbins with about 1,200 benefits‑eligible employees, needed to educate staff on new equity and wellness programs after its 2011 IPO. Traditional communications via portal and newsletter weren’t resonating—especially with a younger, more mobile workforce—so HR needed a faster, simpler way to deliver clear, actionable benefits information.

Dunkin’ partnered with GuideSpark to roll out short, customized video content on a mobile‑friendly platform, delivering bite‑sized, on‑demand explanations of the ESPP and wellness offerings. The multimedia approach drove strong engagement: 30% enrollment in the ESPP and 49% participation in wellness, while ensuring consistent, timely, and easily shareable communications.

Dunkin' Brands

Ted Manley

VP, Total Rewards & HR Operations