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Dunkin' Donuts is an international donut and coffee retailer founded in 1950 in Quincymarker, Massachusettsmarker by William Rosenberg. It is now headquartered in Cantonmarker, Massachusettsmarker.

Corporate profile

Facts and figures

Dunkin' Donuts claims to be the "world's Biggest coffee and baked goods chain", serving 2.7 million customers per day at approximately 8,800 stores in 31 countries which includes approximately 6,400 Dunkin' Donuts locations throughout the USA. This figure compares with the 15,011 stores of coffee chain Starbucks, whose baked goods are usually prepared out of shop. Most Dunkin' Donuts stores are franchises. There are no Dunkin' Donuts stores anywhere in the state of California, and a notice on the company's web site states that franchises are not being offered in that state. No explanation is given as to why. Only 75 franchisees exist west of the Mississippi River, mostly in Arizona, Nevada and Texas.

Dunkin' Donuts, along with Baskin-Robbins, is owned by Dunkin' Brands Inc. (previously Allied Domecq Quick Service Restaurants, a part of Allied Domecq). Dunkin' Brands used to own the Togo's chain, but sold this in late 2007 to a private equity firm. Dunkin' Brands was owned by French beverage company, Pernod Ricard S.A. after it purchased Allied Domecq. They reached an agreement in December 2005 to sell the brand to a consortium of three private equity firms, Bain Capital Partners, the Carlyle Group and Thomas H. Lee Partners.

In the U.S.marker, Dunkin' Donuts is sometimes paired with Baskin-Robbins ice cream shops. While such locations usually have two counters set up for each chain (much like the Wendy's/Tim Hortons co-branded locations), depending on business that day both products can be bought at the same counter (usually the Dunkin' counter), much like the Yum! Brands stores.

Most of their business competition comes from small locally owned stores, Krispy Kreme doughnuts and Starbucks; in Canadamarker and parts of the Great Lakesmarker region, Tim Hortons is a major competitor. Mister Donut had been its largest competitor in the United States before the company was bought by Dunkin' Donuts' parent company. The Mister Donut stores were rebranded as Dunkin' Donuts.

In the province of Quebecmarker, Alimentation Couche-Tard owns the master franchise to Dunkin' Donuts. In the United States, that company's Circle K convenience stores also share some locations with Dunkin' Donuts. However, Dunkin' Donuts began to close several locations in Quebec within the 2000s because of competitor Tim Hortons opening many Quebec locations. Some Dunkin' Donuts locations continue to open in Quebec, most recently at the Lionel-Groulxmarker metro station. Couche-Tard agreed in August 2008 to terminate its role as master franchisee within 12 to 18 months.

On October 4, 2009, William Kussel stepped down as CEO and President of Dunkin' Brands, after 15 years with the company.


Dunkin' Deli

Dunkin' Delis are found in some Dunkin' Donuts in the United States. These delis offer a selection of sandwiches, salads, and soups, and are the result of the former ownership of the sandwich chain Togo's by Dunkin' Donuts' parent company.

Dietary concerns

In August 2007, Dunkin' Donuts announced plans to greatly reduce trans fats from its menu items by switching to a blend of palm, soybean, and cottonseed oils. In addition to 400 US stores that took part in a four-month blind test, the low trans fat menu is available nationwide since October 15, 2007. International locations are expected to begin using the new oil within the next few years.


Dunkin Donuts sign
Dunkin' Donuts is well-known for their advertising which have become popular culture references, especially in their home region of the northeastern United States. As well as being featured in many films, they have a close relationship with the Boston Red Sox and the New England Patriots, making new commercials at the start of each team's season for promotions.

Until recently, Dunkin' Donuts' slogan was America Runs On Dunkin'. In March 2009, the company unveiled an alternate slogan, "You 'Kin Do It!", and launched a $100+ million ad campaign to promote it. [54326]. The campaign, slated to run through 2009, includes radio, print and outdoor advertising, in addition to in-store point-of-purchase, special events, and sports marketing. Online marketing, often leveraging the Boston Red Sox and other New England icons, is also a significant campaign component.

The original Dunkin' Donuts slogan was Sounds Good, Tastes Even Better.


  • Dunkin' Donuts' "It's Worth the Trip" campaign, starring sleepy-eyed "Fred the Baker" and featuring the catch phrase "Time to make the donuts," won honors from the Television Bureau of Advertising as one of the five best commercials of the 1980s. Fred the Baker was played by actor Michael Vale for over 15 years until his retirement in 1997. Vale died of complications from diabetes at age 83 on December 24, 2005, in New York Citymarker.
  • Since Dunkin' Donuts changed their slogan in 2007 to "America Runs on Dunkin'," They Might Be Giants songs have been featured in an ongoing series of advertisements of Dunkin' Donuts new products to boost summer sales. In 2007, a series of Dunkin' Donuts commercials referred to the fictional language Fritalian (sometimes incorrectly spelled Fretalian) which would be a portmanteau of French and Italian: "Is it French? Or is it Italian?" sings a chorus of customers in an unnamed coffee shop with a long menu of non-English terms. "Perhaps Fritalian?" created by Hill, Holliday, Connors, Cosmopulos with the express intent to "poke fun at pretentious Starbucks-style coffee chains, with patrons attempting to order hard-to-pronounce lattes." The whole commercial was interpreted as a deliberate mocking of Starbucks. The commercials' punchline, "Delicious lattes from Dunkin' Donuts. You order them in English," has been a point of discussion with respect to the fact that lattes, cappuccinos, and espresso are borrowed words from Italian which have no equivalency in English; the commercials, however, refer to the Starbucks ordering language itself, poking fun at words such as grande and venti."
  • Further commercials in 2007 more directly mocked Starbucks, with a customer ordering a "Large" and being chastised to use the term "Dieci;" with dieci being Italian for the number 10 while Starbucks' venti is Italian for the number 20.
  • As of 2007, John Goodman can now be heard as the new voice of Dunkin' Donuts commercials.
  • Rachael Ray has starred in commercials for Dunkin Donuts since 2007. In May 2008, Dunkin Donuts removed a commercial from their website featuring Ray wearing a scarf with a black and white paisley floral design, in response to right-wing blogger / columnist Michelle Malkin's claims that the scarf resembled the keffiyeh worn by Yasser Arafat and therefore a sign of support for terrorists. Dunkin Donuts pulled that commercial off the air, leading to more criticism of the company's perceived kowtowing to special interests.
  • Since 2005, Joey De Leon started endorsing Dunkin' Donuts Philippines starring in funny commercials, up until now.
  • Since January 2009, Dunkin' Donuts launched its "You Kin' Do It" campaign.


In early 2007, Dunkin' Donuts b Score! that featured tear-off game pieces on their coffee cups.

Easy Bake Oven, which is a product of Hasbro, created product recipes based on Dunkin' Donuts products.

In 2007, Dunkin' created a promotional campaign centered around a coffee cup named Joe Dunkin. Videos were created for the Yankees and Mets in which he tried out for the team, the Giants in which he was the kicker, the Jets in which he played a Joe Namath parody named Off Broadway Joe Dunkin, and the Nets in which he played a potential draft pick who performed rap solos about Dunkin products.

In 2008, as a response to Starbucks closing their stores for three hours on February 26, Dunkin' Donuts locations offered a 99 cent latte, cappuccino, and espresso promotion from 1–10 pm.



Dunkin' Donuts has come under fire from some of its franchisees for allegedly strong-arming them out of a business at large financial losses. Dunkin' Donuts has sued franchise owners 154 times since 2006. Over the same stretch of time, McDonald's was involved in five lawsuits. Subway, a company that has four times the number of locations as Dunkin' Donuts, sued its franchises 12 times. Franchisees allege that the company's larger business strategy requires multi-unit franchisees who have ample capital and can open numerous stores rapidly to compete with Starbucks.

Global locations

  • (2009)
  • (2009) Return
  • (2008)
  • (2006)

  • (2000)
  • (1996)
  • (1981)
  • (2008)
  • (Due to trademark issues, the brand used is Dunkin' Coffee)
  • (Reopening at the Ion Orchardmarker in July 2009 after a near decade long absence)

Planned expansions:

  • Dunkin' Donuts is planning to expand its number of stores to 15,000 by 2020.

  • DD plans to open 100 new stores in Taiwan over the next 10 years.

Countries formerly with DD locations:

  • : Reentered the Argentine market in 2009.
  • : There were at least 2 outlets in Dublin. Both closed by 2002. Also 1 in Cork.
  • : There was a Dunkin Donuts outlet at Amsterdam Schiphol Airport.
  • : There were 14 outlets in total in Warsaw, Kraków, Katowice and Bytom. All closed in 2002.

See also



  2. Couche-Tard press release, September 2, 2008
  7. Chicago Tribune: "Rachael Ray Dunkin' Donuts spot pulled." 28 May 2008
  8. CIndependent: "Dunkin' Donuts accused of promoting terrorism." 31 May 2008.

External links

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