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Dunkin’ Donuts starting business in Argentina

Tiia Penttinen

International Business
Bachelor's Thesis
Supervisor: Joan Lofgren

Aalto University
School of Business
Bachelor´s Degree Program in International Business
Mikkeli Campus

Introduction

Dunkin’ Donuts is an American global coffee chain based in Massachusetts, U.S. It’s also known for its doughnuts. Dunkin’ Donuts has positioned itself as a high quality but still affordable fast-food outlet with full-day dining opportunities.

Dunkin’ Donuts was founded by William Rosenberg in 1948, but its name was first Open Kettle. After one year name was changed to Kettle Donuts and in 1950 company adapted Dunkin’ Donuts as its name. Nowadays Dunkin’ Donuts is one of the leading coffee chain brands with over 11,000 restaurants all over the world. Dunkin’ Donuts was long time known mainly in America but in recent decades it has been opening cafés all around the world, operating now in 33 different countries - it serves daily over 3 million customers. Dunkin’ Donuts have a great variety of different products, for instance 52 different donuts and over dozen different beverages. Dunkin’ Donuts.
Dunkin’ Donuts got new owners in 2006 and those new owners outlined an extremely ambitious growth strategy, for example, they’re trying to triple the size of Dunkin’ Donuts in next ten years. (M and S, 2009; http://news.dunkinbrands.com, 2014)

Argentina is one of the largest South American countries with population over 40 million. Its population is still growing, but fairly slowly because of the steadily declining birth rate. Argentina’s border countries are Bolivia, Brazil, Chile, Paraguay and Uruguay. Argentina has been a big country of immigration during its history – it has been attracting especially people from Italy and Spain. (www.CountryReports.org n.d.)

During its history Argentina has faced a lot of economical
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