Dunkin' Donuts

Topics: Dunkin' Donuts, Doughnut, Starbucks Pages: 8 (2254 words) Published: June 19, 2012

In 1950, Bill Rosenberg opened the first Dunkin' Donuts shop in Quincy, Massachusetts. Dunkin' Donuts licensed the first of many franchises in 1955. Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods. A simple philosophy, "Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores." While the company originally focused on doughnuts and other baked goods, over half of its business today is in coffee sales, making it more of a competitor to Starbucks than to more traditional competitors such as Krispy Kreme and Tim Hortons.

Dunkin' Donuts is the world's leading baked goods and coffee chain, selling more than 1 billion cups of coffee per year. Founded in 1950 in Quincy, Massachusetts, by William Rosenberg, Dunkin' Donuts became famous for our many varieties of donuts and our wide range of bakery products - muffins, bagels and MUNCHKINS® donut hole treats. Dunkin' Donuts is also the place for beverages - from freshly brewed hot coffee in up to nine flavors, to refreshing Iced Coffee and COOLATTA® beverages. We have approximately 10,000 distribution points in 32 countries, roughly 7,000 of which are in North America. The rest are in key international markets including Asia-Pacific and Latin America.

Honesty. Embrace the truth about oneself and the world.
Transparency. Demonstrate openness and vulnerability.
Humility. Acknowledge own mistakes and commit to learning.
Integrity. Say what you think and do what you say.
Respectfulness. Honor the dignity, inclusion, and diversity of others. Fairness. Do what is right based on common principles.
Responsibility. Make yourself accountable to the community.

Leadership. Responsibility with passion at every level.
Innovation. Excellence in everything we do.
Execution. Ownership and accountability for results, success and failure. Social Stewardship. Demonstration of good corporate citizenship and responsibility to all constituencies. Fun. Approach every challenge with enthusiasm, energy and excitement... celebrate every step of the way!

The logo design doesn’t focus so much on the key product—donuts—as another product that is important to this brand, in this case coffee. Because many donut buyers enjoy this beverage with their sugar-laden breakfast, this is relevant enough to deserve this key logo placement. The bright colors are sunny and energetic, while also being an important part of the brand because they are used throughout locations and company communication. The rounded lettering is friendly while also relating to the shape of the donut itself.

Dunkin’ Brands is committed to providing high-quality menu choices, served quickly to fit into busy mornings, afternoons, and evenings. They created a new industry category called Quick Quality, which is a higher evolution from the standard quick service experience. Quick Quality is a customer experience driven by innovative and well-rounded menu offerings, convenience, value price points, and speed of service, to meet the needs of people who are busy living their lives.

COMPANY-AT-A-GLANCE (end of year 2008):
6,395 locations in 34 U.S. States and the District of Columbia 2,440 international stores in 31 countries
Dunkin’ Donuts 2008 global systemwide sales were $5.5 billion The President & Chief Brand Officer Worldwide of Dunkin’ Donuts is Will Kussell

In October 2007, Dunkin’ Donuts became the first major chain to introduce a donut with Zero Grams Trans fat, completing a nearly four year effort that involved the reformulation of the brand’s entire menu – more than 50 items in all.

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