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Dunkin' Donuts
Type Wholly owned subsidiary
Industry Food and Beverage
Founded 1950[1]
Founder(s) William Rosenberg
Headquarters 130 Royall Street
Canton, Massachusetts, U.S.
Area served Worldwide
Key people Nigel Travis, CEO
Neil Moses, CFO
Products Hot beverages
Iced beverages
Frozen beverages
Bakery goods
Sandwiches
Revenue Increase$5.5 billion USD (2008)[2]
Parent Dunkin' Brands
Website www.dunkindonuts.com
The original Dunkin' Dounuts in Quincy, Massachusetts, after its renovation in the 2000s.

Dunkin' Donuts is an American global doughnut company and coffeehouse chain based in Canton, Massachusetts. It was founded in 1950 by William Rosenberg in Quincy, Massachusetts.[1] Its logo is two D's side by side in orange and hot pink.

The company primarily competes with Starbucks, as over half the company's business is in coffee sales, and with Krispy Kreme for doughnut sales.[3]

Contents

History [edit]

One of the last remaining Dunkin' Donuts locations in Canada at Montreal's Place Ville-Marie.
Dunkin' Donuts shop, Revere, Massachusetts - night view
A typical Dunkin' Donuts in Geneva, New York.
A Dunkin' Donuts shop in Islamabad, Pakistan.

In 1948, William Rosenberg and Stephen So opened his first restaurant, Open Kettle, in Quincy, Massachusetts before renaming it Dunkin' Donuts in 1950.[4]

In 2004, the company's headquarters were relocated to Canton.[5] The following year, four-time James Beard Foundation Award nominee Stan Frankenthaler was appointed the company's first Executive Chef/Director of Culinary Development.[6]

In 2008, Dunkin' Donuts opened its first "green" store in St. Petersburg, Florida. The restaurant is Leadership in Energy and Environmental Design (LEED) certified and includes programs like worm composting (which "will eat the waste produced by the store, such as coffee grounds and paper products ... convert[ing it] into fertilizer for local farms and gardens"), water-efficient plumbing fixtures, and the use of well water rather than potable water for all irrigation.[7] On December 10, 2008, Nigel Travis was appointed Chief Executive Officer of Dunkin’ Brands. He also assumed the role of Dunkin’ Donuts President at the end of 2009.[8]

In 2010, Dunkin' Donuts' global system-wide sales were $6 billion.[9] In 2011, Dunkin' Donuts earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for the fifth year in a row.[10]

In April 2012, Dunkin' Donuts switched its beverage products back to The Coca-Cola Company having served PepsiCo products in response to similar rivals expanding PepsiCo products to the United States in 2011. The only exception was PepsiCo's Gatorade. Locations in Canada were unaffected by the switch, although a location in Montreal's Eaton Centre serves Nestea along with mostly PepsiCo products.

Dunkin' Donuts, along with Baskin-Robbins, is co-owned by Dunkin' Brands Inc. (known as Allied Domecq Quick Service Restaurants, when it was a part of Allied Domecq). Dunkin' Brands used to own the Togo's chain, but sold it in late 2007 to a private equity firm. Dunkin' Brands was owned by French beverage company Pernod Ricard S.A. after it purchased Allied Domecq. They reached an agreement in December 2005 to sell the brand to a consortium of three private-equity firms, Bain Capital Partners, the Carlyle Group and Thomas H. Lee Partners.

The company's largest competitors include Krispy Kreme donuts, Starbucks, and small locally owned donut shops. In Canada and parts of the northern United States, Tim Hortons is a major competitor. In Colombia, Donut Factory had been its local rival, and Dunkin' has adapted its doughnut selection to local tastes.[11] Mister Donut had been its largest competitor in the United States before the company was bought by Dunkin' Donuts' parent company. The Mister Donut stores were rebranded as Dunkin' Donuts. Dunkin controls the trademark rights to the Mister Donut trademark through various new and amended older trademark registrations with the USPTO.

Products [edit]

A display of donuts at a Dunkin Donuts' franchise.
A box of a dozen donuts.

Dunkin' Donuts has more than 1,000 doughnut varieties along with other products.[12][13]

  • Iced beverages
    • Iced coffee
    • Iced latte
    • Iced teas
  • Sandwiches
    • Oven-toasted sandwiches
    • Wraps
    • Glazed Donut Breakfast Sandwich.

Since October 18, 2007, Dunkin' Donuts locations in the United States have reduced trans fats from their menu items by switching to a blend of palm, soybean, and cottonseed oils.[14] International locations are expected to adopt the change in the coming years.[15] The DDSmart menu features items that are reduced in calories, fat, saturated fat, sugar, or sodium by no less than 25 percent.

Advertising [edit]

[edit]

One early logo that Dunkin' Donuts registered with the United States Patent and Trademark Office was for a drawing and word logo depicting what can be described as a "doughnut man", a figure with a doughnut for a head holding a coffee cup and wearing an apron with the company name emblazoned on it. According to the Trademark Office TESS data base, the logo was first applied for on June 23, 1958 and was registered on May 23, 1961 and put into use on July 1, 1964.[16]

Before that a script version of its name, Dunkin' Donuts was filed on March 31, 1955 and registered on February 2, 1960. It was subsequently cancelled because of Section 8. It was later reinstated, as a trademark upon Section 8 was acceptance on July 3, 2001. The stylized word mark is owned by DD IP Holder LLC.[17]

Slogans [edit]

  • Only at Dunkin' Donuts (1950 – March 31, 1991)
  • The Place for Donuts and Coffee (1950–1964, secondary)
  • America's Favorite Donut and Coffee Shoppe (1964–1967, secondary)
  • America's Favorite Donut Shoppe (1967–1968, secondary)
  • America's Donut Shoppe (1968–1973, secondary)
  • America's Dunkin' (1973–1976, secondary)
  • Always Dunkin' (1976–1979, secondary)
  • It's Worth the Trip (1979–1990, secondary) (1997–1999, primary)
  • You Can't Get Better Tasting Coffee (date uncertain)
  • You're Dunkin' (1980–1993, secondary)
  • You're Still Dunkin' (1993–1997, secondary)
  • Loosen Up a Little (2000)
  • Just the Thing (2000s)
  • America Runs on Dunkin' (since 2007)

Commercials [edit]

  • Dunkin' Donuts' "It's Worth the Trip" campaign, starring sleepy-eyed "Fred the Baker" and featuring the catchphrase "Time to make the donuts", won honors from the Television Bureau of Advertising as one of the five best commercials of the 1980s. Fred the Baker was played by actor Michael Vale for over 15 years until his retirement in 1997.
  • Since Dunkin' Donuts changed its slogan in 2006 to "America Runs on Dunkin'," They Might Be Giants songs have been featured in an ongoing series of advertisements of Dunkin' Donuts new products to boost summer sales. In 2007, a series of Dunkin' Donuts commercials referred to the fictional language "Fritalian" (sometimes incorrectly spelled "Fretalian") which would be a portmanteau of French and Italian: "Is it French? Or is it Italian?" sings a chorus of customers in an unnamed coffee shop with a long menu of non-English terms. "Perhaps Fritalian?" created by Hill, Holliday, Connors, Cosmopulos with the express intent to "poke fun at pretentious Starbucks-style coffee chains, with patrons attempting to order hard-to-pronounce lattes."[18][19] The commercial was interpreted as a deliberate mocking of Starbucks.[19][20] The commercials' punchline, "Delicious lattes from Dunkin' Donuts. You order them in English," has been a point of discussion with respect to the fact that lattes, cappuccinos, and espresso are borrowed words from Italian which have no equivalency in English; the commercials, however, refer to the Starbucks ordering language itself, poking fun at words such as grande and venti."[19]
  • Further commercials in 2007 more directly mocked Starbucks, with a customer ordering a "Large" and being chastised to use the term "Dieci", with dieci being Italian for the number 10 while Starbucks' venti is Italian for the number 20.
  • In 2007, John Goodman began doing voice over work for Dunkin' Donuts commercials.[21]
  • Rachael Ray has starred in commercials for Dunkin Donuts since 2007. In May 2008, Dunkin Donuts removed a commercial from its website featuring Ray wearing a scarf with a black and white paisley floral design, in response to right-wing blogger/columnist Michelle Malkin's claims that the scarf resembled the keffiyeh worn by Yasser Arafat and therefore a sign of support for terrorists.[22] Dunkin Donuts pulled that commercial off the air,[23] leading to more criticism of the company's perceived kowtowing to special interests.[24]
  • Since 2005, Joey de Leon started endorsing Dunkin' Donuts Philippines starring in funny commercials.
  • In January 2009, Dunkin' Donuts launched its "You Kin' Do It" campaign.[25]
  • A radio advertisement in 2010 featured fictional lawyer Bob "The Bulldozer" Phillips in a direct parody of real-life lawyer Jim "The Hammer" Shapiro.

Promotions [edit]

Dunkin' Donuts truck

In early 2007, Dunkin' Donuts b Score! that featured tear-off game pieces on its coffee cups.

Easy Bake Oven, a product of Hasbro, created product recipes based on Dunkin' Donuts products.[26]

In 2007, Dunkin' created a promotional campaign centered on a coffee cup named Joe Dunkin. Videos were created for the Yankees and Mets in which he tried out for the team, the New York football Giants in which he was the kicker, the Jets in which he played a Joe Namath parody named Off Broadway Joe Dunkin, and the Nets in which he played a potential draft pick who performed rap solos about Dunkin products.

In 2008, as a response to Starbucks closing its stores for three hours on February 26, Dunkin' Donuts locations offered a 99 cent latte, cappuccino, and espresso promotion from 1–10 pm.[27]

In 2009 and 2010, there was a campaign for people to "Create Dunkin's Next Donut". In 2009, Jeff Hager of Hoover, Alabama was selected for his glazed sour cream cake doughnut, topped with chopped Heath Bar, titled "Toffee For Your Coffee". The 2010 winner was Rachel Davis of Sharon, Massachusetts, selected for “Monkey See Monkey Donut”, a banana-filled doughnut with chocolate icing, topped with Reese's Peanut Butter Cups shavings. Each won a check for $12,000 and their doughnuts were available in Dunkin’ Donuts locations for a limited time.[28]

In 2010, Dunkin' Donuts launched a campaign called "Caught Cold" starring NBA All-Star spokesman Ray Allen, which awarded game tickets to Boston Celtics fans caught drinking Dunkin' Donuts iced coffee.[29]

In April 2011, Dunkin' Donuts launched a new doughnut and special cake in honor of the wedding of Prince William and Catherine Middleton in England on April 29, 2011.[30]

In July 2012, Dunkin' Donuts produced a new doughnut and a new Coolatta to celebrate the 100th year anniversary of the Oreo cookie. It has added an Oreo cream filled doughnut and a vanilla and coffee coolata with Oreo in it as part of the promotion.[31]

Affiliations [edit]

Dunkin' Donuts has been featured in many films and has a close relationship with major sports teams, such as the Boston Red Sox and the New England Patriots, making commercials at the start of each team's season for promotions. Dunkin’ Donuts also sponsors many other professional sports teams, including the Dallas Cowboys, New York Yankees, New York Mets, Tampa Bay Rays and others.

Dunkin' Donuts's slogan is "America Runs On Dunkin'", even though most of its stores are concentrated on the east coast, with only two west-coast locations -- (Portland, Oregon), and a location on the Marine Corps base at Camp Pendleton (opened May 2012), with limited public accessibility.[32][33] In March 2009, the company unveiled an alternate slogan, "You 'Kin Do It!", and launched a more than $100 million ad campaign to promote it.[34] The campaign, which was to run through 2009, included radio, print and outdoor advertising, in addition to in-store point-of-purchase, special events, and sports marketing.[35] Online marketing, often leveraging the Boston Red Sox and other New England icons, is also a significant campaign component.[36]

The original Dunkin' Donuts slogan was Sounds Good, Tastes Even Better.

Sponsorship [edit]

The Dunkin' Donuts Center in Providence, Rhode Island is the former Providence Civic Center. It is the home arena for the American Hockey League Providence Bruins and the home basketball court for the Big East Conference Providence College Friars.[37]

Criticism [edit]

Dunkin' Donuts has been criticized by some of its franchisees for allegedly coercing them out of business at large financial losses. Dunkin' Donuts has sued franchise owners 154 times since 2006. Over the same stretch of time, McDonald's was involved in five lawsuits. Subway, a company that has four times the number of locations as Dunkin' Donuts, sued its franchises 12 times. However, these figures do not include arbitrations, which Subway, McDonald's and Dunkin' Donuts use in bringing legal claims against their franchisees. Franchisees allege that the company's larger business strategy requires multi-unit franchisees who have ample capital and can open numerous stores rapidly to compete with Starbucks.[38]

In May 2010, Dunkin' Donuts corporate was criticized for advertising "Free Iced Coffee Day" on its national Facebook page, which only took place in 13 cities.[39] Because of the limited scope of the promotion, many customers became dissatisfied with the lack of free iced coffee and vented their anger on the Dunkin' Donuts Facebook page.[40]

Locations [edit]

  Current locations
  Planned future locations
  Former locations

At the end of 2011, there were 10,083 Dunkin' Donuts stores worldwide, including 7,015 franchised restaurants in 36 United States and 3,068 international shops in 32 countries.[41] This figure compares with the 17,009 stores of coffee chain Starbucks, whose baked goods are usually prepared out of shop. Nearly all of Dunkin' Donuts locations are franchisee owned and operated.[42] Only 77 franchisees exist west of the Mississippi River, mostly in Iowa, Arizona, Nevada, New Mexico, and Texas.[43][44][45][46][47] Within its Northeast home base, however, Dunkin' Donuts is particularly dominant and can be found in many gas stations, supermarkets, mall and airport food courts, and Walmart stores.

In the United States, Dunkin' Donuts is sometimes paired with Baskin-Robbins ice cream shops. While such locations usually have two counters set up for each chain (much like the Wendy's/Tim Hortons co-branded locations in Canada), depending on business that day, both products can be bought at the same counter (usually the Dunkin' counter), much like the Yum! Brands stores.

Canadian decline [edit]

In Canada Dunkin' Donuts has lost a substantial percent of its market share. In recent years the franchise has disappeared from all regions of Canada, except the province of Quebec. Its decline is most apparent in Quebec, where the chain once had 210 stores but now only has six stores left, the last franchisees in the country.[48] One of the main reasons for the decline was competition with Tim Hortons. Dunkin' Donuts did such an inadequate job of promoting its brand in Canada that a group of franchisees won a C$16.4 million civil court judgement against the parent company.[49]

Current [edit]

Former [edit]

Expansion [edit]

  • Dunkin' Donuts plans to expand its number of American locations to 15,000 by 2020.[50]
  • The company announced plans to open 100 stores in Taiwan over the next ten years.
  • Dunkin' Donuts is expected to re-enter the Australian market in 2013. There were stores in Australia since the 1980s, however all of them were closed by the late 2000s.
  • The company expects to open up in Ukraine.[51]
  • Dunkin' Donuts plans to open ten additional stores in New Delhi, India by March 31, 2013, and 80-100 stores nationwide by 2017.
  • Dunkin' Donuts is expected to open its first three stores in Costa Rica by the second quarter of 2012.
  • The company plans to re-enter the UK market, as announced in August 2012.

Notable endorsers [edit]

See also [edit]

References [edit]

  1. ^ a b "Dunkin' Donuts: About Us". Dunkindonuts.com. 2006-07-27. Retrieved 2010-12-30. 
  2. ^ Sellen, Tom (2009-03-16). "Coffee Connoisseurs Sniff Out Cheaper, No-Frills Fix". The Wall Street Journal. 
  3. ^ "It's Not About the Doughnuts". Fast Company. 2004-12-01. Retrieved 2010-12-30. 
  4. ^ "History of Dunkin' Donuts". Boston.com. 2011-07-26. Retrieved 2013-03-03. 
  5. ^ "History of Dunkin' Donuts". Boston.com. 2011-07-26. Retrieved 2013-03-03. 
  6. ^ "DUNKIN' BRANDS NAMES STAN FRANKENTHALER AS ITS FIRST EXECUTIVE CHEF / DIRECTOR OF CULINARY DEVELOPMENT". 
  7. ^ "Dunkin' Donuts Opens First 'Green' Store". Dunkin' Donuts. 17 October. 
  8. ^ Abelson, Jenn (2009-10-01). "Dunkin' president steps down". The Boston Globe. 
  9. ^ "DunkinDonuts.com". 
  10. ^ "2011 Brand Keys Customer Loyalty Engagement Index". 
  11. ^ "Why Dunkin Donuts lures Colombians away from local brands?". 
  12. ^ Kowitt, Beth (May 24, 2010). "Dunkin' Brands' Kitchen Crew". Fortune 161 (7). 
  13. ^ "Menu | Dunkin' Donuts". Dunkindonuts.com. 2011-02-24. Retrieved 2013-03-03. 
  14. ^ Jewell, Mark (2007-08-27). "Dunkin' Donuts Dumping Most Trans Fats". The Washington Post. Retrieved 2007-08-27. 
  15. ^ "Dunkin' Donuts Announces Zero Grams Trans Fat Menu to be Available Nationwide by October 15". Retrieved 2007-08-27. 
  16. ^ "USPTO #72054025". United States Patent and Trademark Office. 
  17. ^ "USPTO #76035918". United States Patent and Trademark Office. 
  18. ^ "Hill Unveils Fresh Flight for Dunkin'". Adweek. September 11, 2006. 
  19. ^ a b c Jan Freeman (2007-03-01). "Defining 'manhood,' translating 'latte'". Boston Globe. Retrieved 2007-03-01. 
  20. ^ Jesse Noyes (2006-09-13). "Java gibe: Ads mock Starbucks". Abstract. Retrieved 2007-03-01. 
  21. ^ "John Goodman (I) - Other works". 
  22. ^ Clifford, Stephanie (May 30, 2008). "For Dunkin,’ a Tempest in an Iced-Coffee Cup". The New York Times 
  23. ^ "Rachael Ray Dunkin' Donuts spot pulled". Chicago Tribune. 28 May 2008[dead link]. 
  24. ^ Foley, Stephen (31 May 2008). "Dunkin' Donuts accused of promoting terrorism". CIndependent (London). 
  25. ^ "You kin do it says Dunkin Donuts in new multi-million dollar campaign". bizreport. 
  26. ^ "Easy-Bake". Hasbro.com. Retrieved 2010-08-19. 
  27. ^ credit card debt reduction calculator says:. "$0.99 Coffee on Tuesday afternoon (February 26, 2008) while Starbucks is closed". Dunkin Donuts Talk. Retrieved 2010-08-19. 
  28. ^ "Dunkin's Next Donut Winner". YouTube. Retrieved 2010-08-19. 
  29. ^ Dunkin' Donuts Renews Celtics Sponsorship
  30. ^ Zagat Buzz Blog: Dunkin' Donuts Launches Royal Wedding-Inspired Sweets, April 25, 2011
  31. ^ "A New Twist on Oreo® Cookies: Dunkin' Donuts® and Baskin-Robbins® Introduce Oreo Inspired Treats to Celebrate the Classic Cookie's 100th Birthday". Dunkin' Donuts. 2 July 2012. Retrieved 4 May 2013. 
  32. ^ "Lunchbox: Does America Run on Dunkin ?". Lunchbox13.blogspot.com. 2007-07-23. Retrieved 2010-12-30. 
  33. ^ "Dunkin' Donuts Opens in Camp Pendleton: Get Inside". 
  34. ^ "Press Room". Dunkindonuts.com. Retrieved 2010-12-30. 
  35. ^ ""Dunkin' Donuts Bows $100 MM "You can't Do It!" Campaign". Retrieved 2009-05-31. 
  36. ^ "adverlicio.us ! online advertising archive". Retrieved 2009-05-31. 
  37. ^ [1][dead link]
  38. ^ Gluck, Cindy (2008-04-29). "Dunkin' Donuts business practices have lots of holes". New York Daily News. 
  39. ^ "Not-so-free iced coffee day at Dunkin Donuts". CSMonitor.com. 2010-05-11. Retrieved 2010-08-19. 
  40. ^ "When social media goes awry: Dunkin’ Donuts is giving away iced coffee, but not everywhere". Inquisitr.com. 2010-05-11. Retrieved 2010-08-19. 
  41. ^ "Dunkin’ Donuts Company Snapshot". Dunkindonuts.com. Retrieved 2013-03-04. 
  42. ^ "Dunkin donuts franchise purchase". 
  43. ^ Boeckman, Joanne (8 November 2011). "Dunkin’ Donuts franchisees, Jim and Drew Cownie, will open 12 restaurants in central Iowa". Des Moines Register. Retrieved 4 May 2013. 
  44. ^ Boeckman, Joanne (9 January 2012). "Dunkin’ Donuts is adding eight more locations to central Iowa". Des Moines Register. Retrieved 4 May 2013. 
  45. ^ Johnson, Patt (31 October 2012). "Dunkin’ Donuts now open in West Des Moines". Des Moines Register. Retrieved 4 May 2013. 
  46. ^ Johnson, Patt (29 November 2012). "Dunkin’ Donuts to open a store at the airport". Des Moines Register. Retrieved 4 May 2013. 
  47. ^ "Coffee Smackdown: In new advertising drive, Dunkin' Donuts is claiming a taste-test victory over Starbucks". [dead link]
  48. ^ "The rise and fall of Dunkin’ Donuts in Canada", The Statesman, January 19, 2013
  49. ^ "Underestimating Tim Hortons: Dunkin Donuts’ $16-million mistake" by Noel Hulsman, June 27, 2012
  50. ^ "JetBlue Airways to serve Dunkin' Donuts coffee". USA Today. 2006-01-24. Retrieved 2010-05-01. 
  51. ^ "Dunkin’ Donuts dunks into Russia". RT. Retrieved 2010-08-19. 
  52. ^ Rob Gronkowski moonlights at Dunkin’ Donuts | Shutdown Corner - Yahoo! Sports

External links [edit]

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