Dunkin Doughnuts Brand_Notes

Dunkin Doughnuts Brand_Notes - Brand Profile Dunkin Donuts...

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Brand Profile, Dunkin Donuts History and Mission: Dunkin' Donuts, acquired by Allied Domecq in 1989, was founded by William Rosenberg. An operator of a mobile lunch counter, Rosenberg started the Open Kettle doughnut shop in Quincy, Massachusetts, in 1948. He changed the name to Dunkin' Donuts in 1950 and began franchising the concept five years later. Characteristics of the Brand: Competitive behavior o At its origination, Dunkin Donuts was focused on the pastry industry, of which it quickly became first in class. Recently, however, the focus has shifted towards coffee. The firm believes that it provides affordable, high quality coffee to consumers and has taken the fight to the doorstep of the number one retail seller of coffee, Starbucks. o The most recent push in this seemingly one-sided battle involves a national campaign by Dunkin Donuts, claiming that it beat out the top dog in blind taste tests. Locations
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Dunkin Doughnuts Brand_Notes - Brand Profile Dunkin Donuts...

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