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Dunkin' (Formerly Known As Dunkin Donuts)

Dunkin' (formerly known as Dunkin Donuts) has been in the coffee and donuts industry for nearly 70 years. In recent years, the company has emphasized growing its coffee business over donuts. In 2019, Dunkin' dropped "Donuts" from its name to diversify beyond just coffee and donuts as it struggled to appeal to younger customers. This rebranding allows Dunkin' flexibility to expand into new demographics and continue dominating the coffee market. Dunkin' redesigned its stores, cups, and menus with fresher, brighter looks and premium coffee options. As a result, Dunkin's stock price has more than doubled in the past three years while one of its major competitors,

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Shayne Padua
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254 views

Dunkin' (Formerly Known As Dunkin Donuts)

Dunkin' (formerly known as Dunkin Donuts) has been in the coffee and donuts industry for nearly 70 years. In recent years, the company has emphasized growing its coffee business over donuts. In 2019, Dunkin' dropped "Donuts" from its name to diversify beyond just coffee and donuts as it struggled to appeal to younger customers. This rebranding allows Dunkin' flexibility to expand into new demographics and continue dominating the coffee market. Dunkin' redesigned its stores, cups, and menus with fresher, brighter looks and premium coffee options. As a result, Dunkin's stock price has more than doubled in the past three years while one of its major competitors,

Uploaded by

Shayne Padua
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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BM2212

Names Section Date

Dunkin’ (formerly known as Dunkin Donuts)


Dunkin’ Donuts has been a mainstay in the donuts and coffee industry for nearly 70 years. The company
started emphasizing growing coffee products over the years from what used to be just about donuts. In
the early 2000s, Dunkin Donuts announced their Dunkaccino, which was the prelude to the company’s
espresso, latte, and cappuccino revolution.
Although Dunkin Donuts has been around for more than 20 years longer than its competitors, the
company has found it difficult to appeal to the younger generation. So, in the year 2019, the company
went through a rebranding of its name and image. It dropped the “Donuts” in the name, leaving only
“Dunkin‘” to emphasize its diversification efforts on other items beyond coffee and donuts.
This step towards rebranding may come as a shock to many customers. Still, Dunkin’s research suggests
that adopting a single-word name allows Dunkin’ the flexibility to expand its reach into new
demographics, allowing the brand to continue its road towards domination of the coffee market.
However, not everything about the company is changing. Despite the name change, Dunkin’ is keeping
its original typography and color scheme to pay homage to its iconic heritage.
Besides the more upscale image, Dunkin redesigned their store colors, cups, napkins, and donut boxes
into a fresher and brighter look that brings new energy to the brand. Dunkin’s menu now includes more
premium coffee — thicker, richer, and less bitter than the espresso the company premiered in 2003.
Dunkin also included non-coffee beverages and merchandise, as Dunkin is trying to inch closer to
becoming a lifestyle brand.
In the end, Dunkin’ has more than doubled its stock price on the New York Stock Exchange (DNKN) just
in the past three (3) years, whereas one of its major competitors, Starbucks’ stock price, has only
increased by a little over 20% in the same period. According to the reports, in 2020, Dunkin’ has over
12,900 stores spread across 42 countries. Dunkin’ has become one largest coffee and donut stores-
chains in the world.
Throughout the Dunkin Donuts Company’s planning, the customer’s interests are constantly kept in
mind. They regularly allude to their goal statement, which states that they would improve customer
happiness and loyalty by providing the fastest and most accurate service and the freshest products in
the nicest and cleanest environment possible.
Answer the following items: (3 items x 10 points)
1. What elements of Societal Environment or Task Environment are present in the given case study?
2. Explain the most appropriate industry analysis tool to help Dunkin’ maintain its future healthy
position in the market.
3. Perform an industry analysis for Dunkin based on the present context, using your recommended
method or tool in item #2.
Rubric for grading:
CRITERIA PERFORMANCE INDICATORS POINTS

Content Provided pieces of evidence, supporting details, and factual


8
scenarios
Organization of Expressed the points in a clear and logical arrangement of
ideas 2
ideas in the paragraph
TOTAL 10
Reference:
Profane. (2019) Dunkin Donuts: Successful Rebranding in an Evolving Industry. https://propane.agency/ lux/dunkin-donuts-successful-
rebranding-in-an-evolving-industry-2/
Shastri, A. (2021) Detailed Marketing Strategy of Dunkin Donuts. https://iide.co/case-studies/marketing-strategy-of-dunkin-donuts

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