How does Dunkin’ build a true omnichannel experience across stores, mobile, paid media, and data?

We sat down with Nacho Carnés, Head of Data Strategy & Paid Media at Dunkin’ Europe, to unpack how one of the world’s most iconic QSR brands is building a truly connected experience across stores, mobile, media, and data.

A few key takeaways that stood out:

Omnichannel is not about channels — it’s about context, moment, and relevance. If you get these three right, the channel becomes secondary.

CDP is the backbone, but orchestration is the real challenge. Centralizing data is only step one. The real value comes when owned media and paid media work together as one system.

Mobile apps are not “a smaller website”. At Dunkin’, mobile is the bridge between digital and physical stores, a data source, and a real-time activation layer.

Owned media first, paid media amplified. Email, push, SMS/RCS, app, and in-store touchpoints must feel like one experience before scaling with paid channels.

AI is useful — but not everywhere. Today, its biggest value is emerging in measurement and efficiency, not magic personalization promises.

The metric that matters most is shifting. Lifetime Value is replacing short-term performance metrics as the true north star.

This conversation is especially relevant if you’re working in retail or QSR and trying to connect technology with emotion — without breaking brand consistency.