Decision Point: Decadent Donut Delights

Colorful delicious donuts isolated on white background cutout

Your next client is Decadent Donut Delights $--$ commonly referred to as Triple D $--$ a donut$/$ice cream food truck business. The business started out as one food truck that served custom ice cream sandwiches. The customer chose an ice cream flavor, toppings, and a donut, and within minutes, the "decadent donut delight" was presented.

As the word spread, one food truck grew into several, and then the company expanded into nearby cities and towns. The company began franchising its food trucks just over a year ago, and profits have been growing as fast as customers' waistlines.

Its products have been the subject of a recent consumer health study at a major research university, and the study has determined that its products are high in calories, fat, and carbohydrates.

Dawn, the Marketing Manager, shares this information in a matter$-$of$-$fact tone: "The findings probably aren't a surprise to anyone, but the study is going to be released to the media, so I$\text{'}$m certain we're going to get some bad press. I$\text{'}$m here because we want your advice on damage control. In other words, how can we counteract the negative press we're bound to get as a result of this study? I know this will eventually blow over, but how do we minimize any drop in sales when the news hits?"

Based on your evaluation of Dawn's comments, which approach does Triple D appear to be wanting to take?

Select an option from the choices below and click Submit.

Sustainable marketing concept

Marketing concept

Strategic planning concept

Societal marketing concept