Dunkin Donuts

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Marketing – Dunkin Donuts
Situation Analysis
Company
Dunkin’ Donuts is a doughnut franchise owned by a parent company, Dunkin’ Brands. Dunkin’ Donuts was founded in Quincy, Massachusetts by Bill Rosenberg in 1950. Dunkin’ Donuts has since been a staple of the snack food sector in the New England geographic market. Dunkin’ Donuts boasts quality doughnuts and pastries, as well as a delicious line of coffee and espresso blends. Today Dunkin’ Donuts dominates the snack food sector and is increasingly making its mark on the coffee house sector. •Market and Industry

The restaurant industry, particularly the snack food and coffee house industry is one that is consistently profitable. As it stands it takes around 1/3 of the American dollar spent on food. The restaurant industry will gross on average $1.4 billion daily. The restaurant industry has had to adapt to the growing demand for healthier food choices. Nonetheless the restaurant industry is forecasted to increase over five percent in the next year and make up four percent of the gross domestic product (GDP). The coffee house sector accredits its boom in popularity largely in part to the surge of Starbucks in the late1990s. Since then it has continued to do well in generating high revenue. Statistics show that over 77% of Americans consume some form of coffee beverage. That overwhelming statistic is indicative of the sales boom of the coffee house sector between 2000 and 2005. During that period the coffee house sector developed larger and faster than any other sector in the restaurant industry, citing a 157% increase in sales. The coffee house sector is only expected to grow. Market analysts suggest another 125% increase over the next five years. •Brand

The Dunkin’ Donuts franchise rests its name on its doughnuts, but has seen much success with its coffee sales. Over the course of the last decade, Dunkin’ Donuts has produced a quality line of espresso drinks and coffee...
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