Dunkin Donuts

Only available on StudyMode
  • Download(s) : 869
  • Published : January 11, 2011
Open Document
Text Preview
THE MARKET In the competitive world of the coffee industry — and any industry for that matter — it’s crucial for companies to have a clear understanding of what they do best, and where they can be the best. Dunkin’ Donuts has defined its strategic heartbeat as the everyday, easy coffee stop that inspires rituals that revive. In other words, Dunkin’ Donuts provides food and drink that’s fast, fresh, and affordable — for busy people, leading busy lives. These days there is an incredible interest across the country in premium coffee. The average consumer is now demanding what Dunkin’

products — served fresher and faster than ever before. Dunkin’ Donuts is well positioned for the future. Taken together, Dunkin’ Donuts’ entrepreneurial business model, its culture, and the strength of its brands and menu offerings promise a strong future of successful growth. Dunkin’ Donuts is well known by generations and loved by a growing number of customers around the world. ACHIEVEMENTS Dunkin’ Donuts is dedicated to providing delicious food and beverages to its customers and goes to great lengths to ensure only the finest ingredients are used in its recipes — including its espresso beverages. To that end, all Dunkin’ Donuts espresso beans are Fair Trade Certified. Dunkin’ Donuts was the first national brand to sell espresso beverages made exclusively with Fair Trade Certified coffee. Through Fair Trade, farmers and their families are earning a better income for their hard work, allowing them to hold onto their land, keep their children in school, and invest in the quality of their harvest. Using the most stringent standards in the coffee industry, Dunkin’ Donuts selects only the finest, high-quality beans to make its espresso blend. At the same time, Dunkin’ Donuts is working to aid the farmers who grow those beans. Small farmers in lesser-developed countries grow much of the world’s coffee. Without direct access to international markets or the business capacity

necessary to compete in the global marketplace, the Fair Trade model allows farmers to receive a fair price for their coffee bean crop. HISTORY The history of Dunkin’ Donuts circles back more than 55 years when Bill Rosenberg founded the company in 1950 and opened the first store in Quincy, Massachusetts. Back then, Bill had a simple philosophy: “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.” That philosophy still holds true today and is the foundation that has enabled Dunkin’ Donuts to grow to be the largest coffee and baked goods chain in the world. Dunkin’ Donuts offers more than a dozen coffee beverages, donuts, bagels, muffins, breakfast sandwiches, and other baked goods. Currently, Dunkin’ Donuts has more than 7,200 shops in 34 countries worldwide. THE PRODUCT Dunkin’ Donuts has been serving highquality coffee for more than 55 years. Today, Dunkin’ Donuts is America’s largest retailer of coffee by the cup, serving nearly

Donuts has been providing for over 50 years. Dunkin’ Donuts’ standards for coffee excellence are among the highest in the United States, which is no easy feat. Producing coffee takes more steps than producing wine, and Dunkin’ Donuts’ coffee experts travel around the globe to ensure quality at each step. Recently, Dunkin’ Donuts identified a new restaurant category called “Quick Quality.” This represents a promise of fresh food fast and a higher evolution of the standard quick-service experience. Dunkin’ Donuts wanted to make a more meaningful promise to deliver on the value proposition consumers expect, and then some: a promise to offer fresh food, fast, and to offer more choices, served quickly, in a quality way. That means lots of innovative new


1 billion cups of brewed coffee each year. Using only 100 percent Arabica coffee beans, Dunkin’ Donuts offers a milder roast coffee that is milled specifically for the company and is recognized by the industry as a...
tracking img