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In May 2010, Dunkin' Donuts corporate was criticized for advertising "Free Iced Coffee Day" on its national Facebook page, which only took place in 14 cities.<ref>{{cite web|url=http://www.csmonitor.com/Money/new-economy/2010/0511/Not-so-free-iced-coffee-day-at-Dunkin-Donuts |title=Not-so-free iced coffee day at Dunkin Donuts |publisher=CSMonitor.com |date=2010-05-11 |accessdate=2010-08-19}}</ref> Due to 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.<ref>{{cite web|url=http://www.inquisitr.com/72482/dunkin-donuts-free-iced-coffee-day-2010/ |title=When social media goes awry: Dunkin’ Donuts is giving away iced coffee, but not everywhere |publisher=Inquisitr.com |date=2010-05-11 |accessdate=2010-08-19}}</ref>
In May 2010, Dunkin' Donuts corporate was criticized for advertising "Free Iced Coffee Day" on its national Facebook page, which only took place in 14 cities.<ref>{{cite web|url=http://www.csmonitor.com/Money/new-economy/2010/0511/Not-so-free-iced-coffee-day-at-Dunkin-Donuts |title=Not-so-free iced coffee day at Dunkin Donuts |publisher=CSMonitor.com |date=2010-05-11 |accessdate=2010-08-19}}</ref> Due to 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.<ref>{{cite web|url=http://www.inquisitr.com/72482/dunkin-donuts-free-iced-coffee-day-2010/ |title=When social media goes awry: Dunkin’ Donuts is giving away iced coffee, but not everywhere |publisher=Inquisitr.com |date=2010-05-11 |accessdate=2010-08-19}}</ref>

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== Global locations ==
== Global locations ==

Revision as of 20:12, 30 November 2010

Dunkin' Donuts
Company typeWholly owned subsidiary
IndustryFood and Beverage
Founded1950[1]
FounderWilliam Rosenberg
Headquarters130 Royall Street
Canton, Massachusetts, U.S.
Area served
Worldwide
Key people
Ryan O'Sullivan, (CEO)
Andrew Dalton, (CFO)
ProductsDonuts • Coffee • Bagels
RevenueIncrease$5.5 billion USD (2008)[2]
ParentDunkin' Brands
WebsiteDunkinDonuts.com

Dunkin' Donuts is an international donut and coffee retailer founded in 1950 in Quincy, Massachusetts by William Rosenberg.[1] It is now headquartered in Canton, Massachusetts. Despite originally focusing on donuts and other baked goods, over half of Dunkin' Donuts business today is in coffee, making it more of a competitor to Starbucks as opposed to traditional competitors Krispy Kreme and Tim Hortons.[3]

Corporate profile

A Dunkin' Donuts/Baskin-Robbins co-brand in New Castle, Pennsylvania. One of two Dunkin' Donuts locations in New Castle, this store is a former Mister Donut converted to Dunkin' in 1994 and completely rebuilt in 2003 with the addition of Baskin-Robbins and a drive-thru.

Dunkin' Donuts claims to be the world's largest coffee and baked goods chain, serving 2.7 million customers per day at approximately 8,800 stores in 31 countries which includes approximately 6,400 Dunkin' Donuts locations throughout the USA.[4] This figure compares with the 15,011 stores of coffee chain Starbucks, whose baked goods are usually prepared out of shop. Most Dunkin' Donuts stores are franchises.[5] There is only one in Los Angeles, California. Only 75 franchisees exist west of the Mississippi River, mostly in Arizona, Nevada and Texas.[6] Within their New England 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 across the region.

Dunkin' Donuts, along with Baskin-Robbins, is owned by Dunkin' Brands Inc. (previously 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 this 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.

In the U.S., 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), depending on business that day both products can be bought at the same counter (usually the Dunkin' counter), much like the Yum! Brands stores.

The company's largest competitors include Krispy Kreme doughnuts and Starbucks, as well as small locally owned doughnut shops. In Canada and parts of the northern United States, Tim Hortons is a major competitor. 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.

In the province of Quebec, Alimentation Couche-Tard owns the master franchise to Dunkin' Donuts. In the United States, that company's Circle K convenience stores also share some locations with Dunkin' Donuts. However, Dunkin' Donuts began to close several locations in Quebec within the 2000s because of competitor Tim Hortons opening many Quebec locations. Some Dunkin' Donuts locations continue to open in Quebec, most recently at the Lionel-Groulx metro station. Couche-Tard agreed in August 2008 to terminate its role as master franchisee within 12 to 18 months.[7]

On October 4, 2009, Paul Morris and Andy Harper stepped down as Co-CEOs and Presidents of Dunkin' Brands, after 15 years with the company.[8]

Products

Dunkin' Donuts has more than 1,000 donut varieties along with other products.[9]

Dietary concerns

In August 2007, Dunkin' Donuts announced plans to greatly reduce trans fats from its menu items by switching to a blend of palm, soybean, and cottonseed oils.[13] In addition to 400 US stores that took part in a four-month blind test, the low trans fat menu is available nationwide since October 18, 2007. International locations are expected to begin using the new oil within the next few years.[14]

Dunkin’ Donuts has launched DDSMART, a healthy new menu. The new items are reduced in calories, fat, saturated fat, sugar or sodium by at least 25%.

Advertising

File:America is dunking.JPG
Dunkin Donuts sign

Dunkin' Donuts is well-known for their advertising which have become popular culture references, especially in their home region of the northeastern United States. As well as being featured in many films, they have a close relationship with the Boston Red Sox and the New England Patriots, making new commercials at the start of each team's season for promotions.

Dunkin' Donuts' slogan is "America Runs On Dunkin". In March 2009, the company unveiled an alternate slogan, "You 'Kin Do It!", and launched a $100+ million ad campaign to promote it.[15] The campaign, slated to run through 2009, includes radio, print and outdoor advertising, in addition to in-store point-of-purchase, special events, and sports marketing.[16] Online marketing, often leveraging the Boston Red Sox and other New England icons, is also a significant campaign component.[17]

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

Commercials

  • Dunkin' Donuts' "It's Worth the Trip" campaign, starring sleepy-eyed "Fred the Baker" and featuring the catch phrase "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 their 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 whole 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 their 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

File:DunkinDonutsTruck.JPG
Dunkin' Donuts truck

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

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

In 2007, Dunkin' created a promotional campaign centered around a coffee cup named Joe Dunkin. Videos were created for the Yankees and Mets in which he tried out for the team, the 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 their 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, there was a campaign for people to "Create Dunkin's Next Donut". Jeff Hager of Hoover, Alabama was selected for his glazed sour cream cake donut, topped with chopped Heath Bar, titled "Toffee For Your Coffee". Hager won a check for $12,000 and his donut was available in Dunkin' Donuts locations for a limited time in the Fall of that year.[28]

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

Sponsorship

Slogans

  • 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)
  • Just the Thing (2000s)
  • America Runs on Dunkin' (since 2007)

Logos

One early logo that Dunkin' Donuts registered with the USPTO 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 wear 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, 1954.[31]

Prior to that, a script version of their name, Dunkin' Donuts was filed on March 31, 1955 and registered on February 2, 1960. It was subsequently cancelled due Section 8. It was later reinstated, as a trademark upon Section 8 was acceptance on July 3, 2001. The stylized word mark is owned DD IP Holder LLC.[32]

Criticism

Dunkin' Donuts has come under fire from some of its franchisees for allegedly strong-arming 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 both Subway and McDonald's use extensively 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.[33]

In May 2010, Dunkin' Donuts corporate was criticized for advertising "Free Iced Coffee Day" on its national Facebook page, which only took place in 14 cities.[34] Due to 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.[35]

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Global locations

Planned expansions
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