Dunkin' Donuts Hypothetical Marketing Strategy Case

1213 words - 5 pages

Dunkin’ Donuts was first established in 1950, in Quincy, Massachusetts, by William Rosenberg. Over the years the company expanded and now is the largest coffee and baked goods chain in the world. They serve over 5,500 retail outlets; selling more than 4 million doughnuts and 2.7 million cups of coffee daily!

Dunkin’ Donuts are famous for their many varieties of doughnuts and their wide range of bakery products - muffins, bagels and munchkins® donut hole treats. Their products are represented by more than 6,590 worldwide points of distribution, including approximately 4,815 units in the United States alone.

History of Dunkin’ Donuts

1946: Bill Rosenberg invests $5,000, forms Industrial Luncheon Services.
1948: Bill Rosenberg opens donut shop "Open Kettle" in Quincy, Massachusetts.
1950: "Open Kettle" name changed to Dunkin’ Donuts.
1955: First franchise agreement signed and executed in Worcester, Massachusetts.
1960: Bill Rosenberg founds the International Franchising Association.
1963: 100th Dunkin’ Donuts shop opens.
1966: Dunkin’ Donuts University (DDU) is created.
1970: First overseas Dunkin’ Donuts shop opens in Japan.
1972: MUNCHKINS® donut hole treats are introduced.
1978: Introduction of freshly baked muffins. First network TV commercials are aired.
1979: 1,000th U.S. Dunkin’ Donuts shop opens.
1980: Largest Dunkin’ Donuts shop in the world opens in Thailand with seating for 130.
1982: Fred the Baker, TIME TO MAKE THE DONUTS® television campaign begins.
1990: Allied Domecq purchases Dunkin’ Donuts.
1995: 1000th international Dunkin’ Donuts shop opens in Thailand. Hazelnut and French Vanilla coffees are introduced as companions to Dunkin’ Donuts' famous Original Blend.
1996: Dunkin’ Donuts introduces freshly baked bagels.
1997: Dunkin’ Donuts revolutionizes the summer beverage category with the introduction of the COFFEE COOLATTA´ slush drinks
1999: Celebration of their 8 billionth cup of coffee sold since opening in 1950.
2000: Dunkin’ Donuts opens its 5,000th shop worldwide in Bali, Indonesia.
Dunkin’ Donuts celebrates its 50th anniversary.
Dunkin’ Donuts introduces Hot Chocolate and the all-new DUNKACCINO™
2001: Dunkin’ Donuts introduces Vanilla Chai, a creamy combination of tea, vanilla, honey and spices.
Dunkin’ Donuts launches its new logo.
2002: Dunkin’ Donuts launches its new advertising tagline, JUST THE THING™.

Allied Domecq Alliance
Dunkin’ Donuts and was purchased by Allied Domecq in 1990. Allied Domecq is a dynamic, marketing-led branded company. They focus on delivering results by maximizing the strength of their portfolio. The company operates on a global level and operates in the business of spirits, wine, quick service restaurants. Further, they own an international chain of franchises consisting of three established brand names; Dunkin’ Donuts, Baskin Robins and Togo’s- and is among the top five players in the food and beverage industry with more than 11,300 outlets worldwide.


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