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By Steve Rousseau | Tuesday, September 25, 2018
No brand's fans may be more delicate and stubborn when it comes to change than Dunkin' Donuts loyalists. So even as the company focuses on making changes to its menu and store experience to drive customers to spend more per visit and attract younger folks, it has to be careful about how it goes about doing it for fear of alienating core customers.[Bloomberg]I get it! Change is scary. Doubly so when change threatens to get in the way of you and your morning Dunkies. That said, being born and raised in New England, I feel like it is my birthright to pass judgement on any and all changes made to the coffee chain that started in Qunicy, Massachusetts nearly 70 years ago. Growing up, birthdays were near-universally celebrated with Munchkins. The father of one of my friends in elementary school owned a franchised Dunkin' Donuts. The first coffee I ever had, and enjoyed, was from Dunkin' Donuts. When the local Stop & Shop finally installed a Dunkin' Donuts franchise, my parents suddenly just started enjoying a hot cup of Dunkies while they ticked off their grocery list. Where I grew up Dunkin' Donuts wasn't so much cherished as it was just an assumed fact of life. If you were getting coffee, you got it from Dunkin' Donuts.So, as a New Englander: I think this rebranding is absolutely fine. Necessary? I'm not sure! I don't work there, I just enjoy the coffee, okay?
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