Marketing Coffee Shop Analysis

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Group 1

Coffee Shop Analysis:
Dunkin’ Donuts

Group Members

Marketing 452: Principles of Retailing
Instructor: ****
Tuesday, April 28th, 2009

Table of Contents

Executive Summary

In the coffee industry, the three retailers, Dunkin’ Donuts, Intelligentsia, and Starbucks, all have their own unique style to attract consumers. To better understand and observe the elements of coffee retailers, we selected two locations from each retailer to perform our research. First, we collected menus to determine the products, depth of assortment, and product
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Introduction to Industries


In 1950, Dunkin’ Donuts was founded by William Rosenberg in Quincy, Massachusetts. Today, Dunkin’ Donuts is a subsidiary of Dunkin’ Brands, Inc., a consortium of private equity companies including Bain Capital, The Carlyle Group, and Thomas H. Lee Partners. Dunkin’ Donuts is known as the world’s largest coffee and baked goods chain who serves over three million customers daily. Dunkin’ Donuts has 52 different types of donuts accompanied with over a dozen coffee beverages, a selection of bagels, breakfast sandwiches and flatbreads, and other baked goods.
The company’s year-end numbers for 2008 state, the integrated stores, Dunkin’ Donuts and Baskin Robins, are 100 percent franchised. Together, the stores are present in a total of 14,848 locations in 44 countries worldwide, including 9,087 stores in the U.S. The total global system-wide sales were $6.9 billion for the company’s year-end of 2008. There are over 8,300 locations in 30 countries with more than 6,000 stores in the U.S. Dunkin’ Brands strives to lead and build brands that exceed its customer’s expectations of a traditional quick service experience to deliver best-in-class menu items to eat, drink, and enjoy.
Mission Statement
Dunkin’ Brands goes beyond fast food to deliver innovative product choices at the right price served fresh, meeting the needs of people who are busy living.
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