And America’s favorite coffee brand is…(drumroll please)…
I
used to be a Starbucks devotee. I lauded the flavors, the baristas, the brewing
processes, and the politics of Starbucks. Like people, brands evolve, and
Dunkin’ Donuts (DD) is no exception. Ten years ago, when I was doing research
for a book, I looked at DD versus Starbucks and concluded that next to the
mega-shiny branding of Starbucks, DD was a stalwart, supermarket-based brand
that one drank out of necessity when traveling in New England, which is where
DD is based.
But it turned out that I underestimated this 69-year-old American-bred, Massachusetts-based chain, which was founded by William Rosenberg. Dunkin’, which dropped Donuts from its name as of January 2019, is in the midst of a $100 million brand overhaul. The new branding goes along with how Dunkin’ has positioned itself---as the premiere, beverage-led, on-the-go brand. As part of this offering, Dunkin’ now offers a special pickup section for online orders, in addition to a bevy of espresso-based drinks, cold beverages…
But it turned out that I underestimated this 69-year-old American-bred, Massachusetts-based chain, which was founded by William Rosenberg. Dunkin’, which dropped Donuts from its name as of January 2019, is in the midst of a $100 million brand overhaul. The new branding goes along with how Dunkin’ has positioned itself---as the premiere, beverage-led, on-the-go brand. As part of this offering, Dunkin’ now offers a special pickup section for online orders, in addition to a bevy of espresso-based drinks, cold beverages…