Dunkin Donuts

1529 Words Jan 27th, 2011 7 Pages
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
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This platform will feature products that move beyond the breakfast hour in an effort to keep timestrapped people fueled and ready to face the challenges of the day — morning, noon, and night. Most recently, Dunkin’ Donuts introduced Smoothies to its popular beverage and snack menu. Made from yogurt and real fruit, Dunkin’ Donuts Smoothies are available in juicy Wildberry, luscious Mango Passion Fruit, smooth Strawberry Banana, and exotic Tropical Fruit, and are an excellent source of Vitamin C and calcium. RECENT DEVELOPMENTS To secure and sustain Dunkin’ Donuts’ leadership position as America’s largest retailer of coffee-bythe-cup, the company has begun an aggressive national expansion plan that will ultimately triple Dunkin’ Donuts to 15,000 stores throughout the country by 2020. Initial cities targeted for Dunkin’ Donuts’ national expansion include Atlanta, Nashville, Indianapolis, Dallas, Austin, Phoenix, and Las Vegas. In 2005, Dunkin’ Donuts unveiled a new prototype restaurant. The design, reminiscent of company roots that date over 55 years, is coupled with contemporary features to give Dunkin’ Donuts a new, modernized appearance. The new restaurant prototype features advanced equipment to meet the demands of today’s busy customers seeking fast, fresh, affordable, highquality food and beverage choices quicker and better than ever

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