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What happened to the world’s one-time largest seller of coffee and donuts? Dunkin Donuts is trying to knock the sugar off the brand. The question is – Why would they even bother?
Full Disclosure: I like donuts, a lot. I don’t like coffee, much. With this in mind, for the life of me I can’t figure out what Dunkin' Donuts is doing with their brand? They have dreamed up so many new concepts over the “Starbucks Years” that it is sometimes difficult to determine what they actually sell, and where.
A Donut Breakfast Sandwich?
This
week’s Dunkin' news brings us the introduction of a breakfast sandwich
between two halves of a donut. Okay, call us suckers - but do they
really think this is going to work? I mean, how exactly do they intend
to pull this combo off? Are they going to deep fry my sausage patty
before it drops in the fryer? All kidding aside, Dunkin' Donuts
is trying hard by all estimations. They were once the premier brand for
that early morning caffeine and sugar rush. Now they are more like an
outdated brand with an outdated logo and an outdated clientele.
Who's Leading the Dunkers?
One of those places you would give a glance to while passing by and wonder when the last time the health inspector ventured within it’s paint-faded doors. In a nutshell, the place is a bit Waffle House in the 1960's. Only issue there is it is over a decade into the new millennium.
Too Dumb to Fail?
In the business world there are times when consumers just sit back and scratch their heads. For every Doritos Locos Tacos, there is a New Coke
to make us all wonder who is paying all these corporate executives to
come up with their zany ideas. If you are interested in some more crazy
branding concepts that went totally wrong, I would encourage you to
pick up the book Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time.
With that said, more power to Dunkin' Donuts, I sure hope re-branding their stores and creating goofy breakfast products treats them well. My thinking is this whole thing will go the way of the McGriddle – a good idea, until you actually eat one. Good luck to my friends at Dunkin', I think you will need it.
I was actually just at Dunkin' Donuts today. I saw the signs that was advertising this sandwich. I was both disgusted and curious. I know that there are burgers made between a single doughnut. I wonder if they're going to grab a bigger part of the breakfast market. I'll be interested to find out.
ReplyDeletePeter
www.debelit.com
I think we will try out Dunkin with the kids this weekend. Might be kind of fun to see how donuts used to be made. Like I've said, I don't dislike them.
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