Dunkin', also known as Dunkin' Donuts, is an American
multinational coffee/donuts company and quick service restaurant. It was founded
by William Rosenberg in Quincy, Massachusetts in 1950. The chain was acquired
by Baskin-Robbins' holding company Allied Domecq in 1990; its acquisition of
the Mister Donuts chain and the conversion of that chain to Dunkin' Donuts
facilitated the brand's growth in North America that year. Dunkin' Donuts and
Baskin-Robbins have been subsidiaries of Dunkin' Brands, headquartered in
Canton, Massachusetts, since 2004. The chain began re branding as a
"beverage-led company", and was renamed Dunkin', in January 2019.
With nearly 12,000 locations in 36 countries, Dunkin' is one
of the largest coffee and baked goods chains in the world.Its products include
donuts, bagels, other baked goods, and a variety of hot and iced beverages.
History
The original Dunkin' Donuts in Quincy, Massachusetts after
its renovation in the 2000s
The Dunkin' Donuts Express located in Midway International
Airport.
William Rosenberg opened Open Kettle in 1948, a restaurant
selling donuts and coffee in Quincy, Massachusetts, but he changed the name in
1950 to Dunkin' Donuts after discussing with company executives. He conceived the idea
for the restaurant after his experiences selling food in factories and at
construction sites, where donuts and coffee were the two most popular items.
The restaurant was successful, and Rosenberg sold franchises to others starting
in 1955.
In 1963, Rosenberg's son Robert became CEO of the company at
age 25, and Dunkin’ Donuts opened its hundredth location that year. Dunkin'
Donuts was a subsidiary of Universal Food Systems at the time, a conglomerate
of 10 small food-service businesses, and Dunkin' Donuts locations varied
greatly in their menu options, with some selling full breakfasts and others
serving only donuts and coffee.
In the following years, the other businesses in the
Universal Food Systems portfolio were sold or closed, and the company was renamed
to Dunkin' Donuts. The menu and shop format were standardized, and various new
menu items were introduced. The chain was acquired by Baskin-Robbins owner
Allied Lyons in 1990.By 1998, the brand had grown to 2,500 locations worldwide
with $2 billion in annual sales.
Dunkin' Donuts expanded in the 1990s by buying out two rival
chains: Mister Donuts and Dawn Donuts.
In 2004, the company's headquarters were relocated to
Canton. In December 2005, Dunkin' Donuts and Baskin-Robbins were sold to a
private equity consortium of Bain Capital, Carlyle Group, and Thomas H. Lee
Partners for $2.4 billion. By 2010, Dunkin' Donuts' global sales were $6
billion.
The Dunkin' Donuts in Natick, Massachusetts launched a
program to test the concept of curbside pickup in December 2016.
In January 2018, Dunkin' Donuts began to open new concept
locations, beginning in Quincy, featuring modern decor, cold beverages on tap
and a single-cup brewing machine, more packaged take-out options, and dedicated
pick-up lines for mobile ordering inside and in the drive-thru. The concept was
described as being part of a shift towards becoming an "on-the-go,
beverage-led brand". In addition, the location, as well as others, began
to trial signage referring to the chain as simply "Dunkin'"—downplaying
"Donuts" from the name.
On July 11, 2018, Dave Hoffmann took over from Nigel Travis
to become the CEO. He is looking to add 1,000 new locations outside of the
Northeastern United States by the end of 2020 and to have a revenue increase of
3 percent for stores open a year or longer.
In September 2019, the New York attorney general alleged in
a lawsuit that Dunkin' mishandled a series of "brute force"
cyber attacks that were directed at customers using the Dunkin' mobile app.
These attacks took place in early 2015 and thousands of usernames and passwords
stolen. The state lawsuit alleges that Dunkin’ employees knew about these
attacks, but failed to take appropriate action. The New York Attorney General
Letitia James alleges the Massachusetts-based company "glazing over"
the cyber attacks. A Dunkin’ spokesperson said the restaurant chain has been
working with law enforcement for two years and will fight the lawsuit.
Marketing
Dunkin' Donuts' current slogan is "America Runs On
Dunkin'". In March 2009, the company unveiled the alternate slogan
"You 'Kin Do It!" and launched a $100 million ad campaign promotion. Dunkin'
Donuts' "It's Worth the Trip" campaign starred sleepy-eyed "Fred
the Baker" and featured the catchphrase "Time to make the
donuts". It won honors from the Television Bureau of Advertising as one of
the five best television advertisements of the 1980s. Fred the Baker was played
by actor Michael Vale for 15 years until his retirement in 1997. The
catchphrase was used in the title of founder William Rosenberg's autobiography
Time to Make the Donuts: The Founder of Dunkin' Donuts Shares an American
Journey.
Dunkin' Donuts changed its slogan in March 2006 to
"America Runs on Dunkin'". They Might Be Giants songs have been
featured in an ongoing series of advertisements of new products to boost summer
sales. In 2007, a series of Dunkin' Donuts commercials referred to the
fictional language "Fritalian". "Is it French? Or is it
Italian?" sings a chorus of customers facing a long menu of non-English
terms. "Perhaps Fritalian?" was created by Hill Holiday to
"poke fun at pretentious Starbucks-style coffee chains, with patrons attempting
to order hard-to-pronounce lattes." The commercial was interpreted as a
deliberate mocking of Starbucks. The commercials' punch line is:
"Delicious lattes from Dunkin' Donuts. You order them in English". It
has been a point of discussion that latte, cappuccino, and espresso are
loanwords from Italian which have no equivalence in English. The commercials,
however, refer to the Starbucks ordering language itself, poking fun at words
such as grande and venti. Further commercials in 2007 more directly mocked Starbucks,
with a customer ordering a "large" and being chastised to use the
term "dieci".
Rachael Ray has starred in commercials for Dunkin' Donuts
since 2007. In May 2008, Dunkin' Donuts removed a commercial from its website
featuring Ray wearing a scarf with a black and white paisley floral design, in
response to columnist Michelle Malkin's claims that the scarf resembled the
keffiyeh worn by Yasser Arafat and therefore a sign of support for terrorists.
Dunkin' Donuts pulled that commercial off the air, leading to criticism of the
company's perceived kowtowing to special interests.
Dunkin' Donuts truck
In 2017, Dunkin' Donuts announced that it would begin
testing the name of simply "Dunkin'" at some retail locations, as
they would like to be thought of as a destination for coffee, its most profitable
product. The branding would be implemented in other locations in the latter
half of 2018 if it is successful.
On April 3, 2018, Dunkin' Donuts teamed up with the
Massachusetts shoe manufacturer, Saucony to produce a strawberry-frosted donuts
themed running shoe to commemorate the 122nd running of the Boston Marathon.
The Saucony X Dunkin’ Kinvara 9 comes in a donuts box and the heel of the shoe
is covered in rainbow sprinkles.
Logo
Dunkin' Donuts logo, 2007–2019
A script version of the words Dunkin' Donuts was filed on
March 31, 1955, and registered on February 2, 1960. A later logo was for a
drawing and word logo depicting a figure with a donut for a head and a coffee
cup and donut body wearing a garrison cap, with Dunkin' emblazoned on both the
coffee cup and cap. The design was rendered primarily in yellow and brown. The
logo was applied for on June 23, 1958, registered on May 23, 1961, and put into
use on July 1, 1964.
In 1961, the company began using a hot pink color for its
branding and used a logo showing a stylized coffee cup with the company's name
rendered on one line as a circle, evoking a donut dunking into the cup. In
1980, bright orange was added to the hot pink. As of 2014, the current logo is
a variation of the logo that has been in use since about 1980: an all-capitals
rendering of the words Dunkin' Donuts (Dunkin' in orange; Donuts in pink) in a thick,
Frankfurter typeface with a coffee cup outlined in brown with a "DD"
monogram.
In September 2018, Dunkin' Donuts officially announced that
it would shorten its name to Dunkin', with a wider roll-out beginning in
January 2019. The company acknowledged that "Dunkin'" was already a
common shorthand name for the chain among customers and in its marketing
(including the slogan "America Runs on Dunkin'"), and that the
rebranding would reflect the chain's continuing shift towards being a
"beverage-led" brand at a time when consumers have shown a preference
for healthier trends and options as they consume fewer donuts.
Primary ad agency
In April 2018, Dunkin' named BBDO as their primary
advertising agency, replacing Hill Holiday, which had been producing print,
digital, broadcast, and billboard advertising for almost twenty years. Hill
Holiday was the agency responsible for the tagline "America Runs on Dunkin'".
ARC/Leo Burnett was also named to lead all in-store promotions.
Affiliations
Dunkin' Donuts has a close relationship with the Boston Red
Sox and the New England Patriots, making commercials at the start of each
team's season for promotions. Dunkin’ Donuts also sponsors other professional
sports teams, including the Dallas Cowboys, New York Yankees, New York Mets,
Philadelphia Eagles, and Tampa Bay Rays. In January 2014, English football club
Liverpool announced a multi million-pound global partnership with the company.
Dunkin' Donuts signed a sponsorship deal with the National Women's Hockey
League in December 2015. As part of the multi-year agreement, Dunkin’ Donuts is
the official hot, iced and frozen coffee of the NWHL. In 2001, Dunkin' Donuts purchased
the naming rights for the former Providence Civic Center, and renamed it the
Dunkin' Donuts Center. The center is currently the home court for the NCAA and
Big East Providence Friars men's basketball team from Providence College as
well as home ice for the AHL Providence Bruins hockey team. In reference to the
Center's long association with local college basketball, it is often known
locally as "The Dunk". In 2015, Dunkin' Donuts was announced as the
named sponsor of the baseball park in Hartford, Connecticut, new home of the
Hartford Yard Goats baseball team. It is named Dunkin' Donuts Park.
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