Dunkin Donuts Business Analysis

Dunkin’ Donuts Dunkin’Donuts was founded in 1948 in Quincy, Massachusetts by William Rosenburg but the original name was Open Kettle. The name was changed to Dunkin’ Donuts in 1950. By 1955, the first franchise store opened and today, there are more than 12,500 restaurants across 46 countries. The company has received numerous industry recognitions over the years and has become a leader in customer loyalty. This paper will discuss several aspects of this service-based company such as competition, marketing strategies and the recession. Founder William Rosenburg’s goal was to “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” which is still true today (Dunkin’

From chefs who create exciting new flavors, to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on” (About Us, 2017, para.1). This is the Dunkin’ Donuts mission statement. A mission statement is a company’s statement of the organization’s purpose and vision (Kotler, Bowen, Makens, 2014). This is a powerful statement to the consumer; we are loyal to you and you are our priority. It is because of this loyalty to the customer that Dunkin’ Donuts has made changes to their marketing strategy over the

There are competitors from inside the industry and outside the industry as well for a total of four levels of competition. The first level of competition is a company that offers similar products and services at the same price. Dunkin’s first level competitors would include Starbucks, McDonald’s, Burger King and Panera Bread. These restaurants all offer coffee, breakfast sandwiches and/or bakery items in a fast-food or quick-service environment including mom-and-pop doughnut shops and bakeries. The second level of competition consist of all fast-food or quick-service restaurants that are open during the same hours as Dunkin’ Donuts that a consumer could choose to eat at instead. This would include Taco Bell, Wendy’s, or Jamba Juice. More broad competition such as full-service restaurants like IHOP, Denny’s and Cracker Barrel would be considered a third level competitor. This would also include the local grocery store with a bakery section and convenience stores that offer pastries and ready-to-eat breakfast sandwiches. Finally, the fourth level of competition is everyone competing for the same discretionary dollar. In addition to that is the home cook and the fancy home brew option.

It is clear that Dunkin’ Donuts has stood the test of time. Since 1950, Dunkin’ has been a well-known and respected brand that has grown to more than 12,000 stores all over the world. Numerous awards in the industry illustrate their