Birgit Kaleva Form

Key points  Introduction  History  Products  Slogans  Summary

 American global doughnut company and coffeehouse chain  Based in Canton, Massachusetts  Subsdiary of Dunkin’ Brands  11,000 restaurants in 33 countries  Chairman and CEO – Nigel Travis  CFO – Paul Carbone 

History  Founded by William Rosenberg in 1950 (1948 – „Open Kettle“, 1949 – „Kettle Donuts“)  The chain’s 100th restaurant opened in 1963  „Munchkins“ debuted in 1972  Bagels in 1996, breakfast sandwiches in 1997  2007 – Reducing trans fats – DDSmart menu

Products Big N’ Toasted Munchkins Coolatta Different sandwiches Doughnuts Coffee drinks Hash Browns

Slogan  Original slogan „Sounds Good, Tastes Even Better“  20 slogans through the years  Current slogans: „America Runs on Dunkin’“ (primary) „Keeps/Gets you Runnin’“ (secondary)

Summary  only 8% of the chain’s sales are donuts, 65% are drinks, 27% are other food items  main focus on coffee rather than donuts  DD has ranked first for customer loyality in the coffee category

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