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article imageDunkin' Donuts looking to compete more heavily in beverage market

By Leigh Goessl     Jun 21, 2013 in Business
Dunkin' Donuts is going to be making a heavier push into the beverage market. Along with this marketing campaign, the company is also delving into offering gluten-free food products.
When most people think of Dunkin' Donuts, they probably think about the company's sweet treats, however, unlike previous decades, the company no longer considers itself as a doughnut shop, but a beverage company. Primarily an East Coast-based company at this time, the chain is seeking to boost up its presence out west, notably California.
It is reportedly seeking to compete with coffee-giant Starbucks, aiming to capture a larger market share of that industry. The company's CEO indicated that pastries are not the future, but instead it lies in coffee and other beverages.
“We are a beverage company,” Paul Carbone told investors and analysts this week, according to Forbes. Carbone reportedly evoked some nostalgia by referring to the popular Dunkin Donuts’ commercials 1980s and 1990s: “Fred the Baker is not coming back.”
Media reports indicate 58 percent of the company's sales come from coffee and beverage sales.
A couple of decades ago the company's emphasis was on its donuts. But in recent years, its ‘America Runs on Dunkin’ slogan has been the direction the chain has been taking, pointing to its coffee. In addition, the Dunkin' Donuts plans to add gluten-free muffins and donuts to its menu, seeking to attract consumers looking at wheat-free or health-conscious options.
"At Dunkin' Donuts, we recognize the importance of providing our guests with many options, including alternative choices for people with food and dietary restrictions," Dunkin' PR director Michelle King said in a statement (courtesy CNN). "We understand that sensitivities to food ingredients such as gluten are a serious concern for certain guests."
CNN also reported the company is "dumping its foam coffee cups" and replacing these with a more eco-friendly option over the next few years.
Competitor Starbucks is heavily invested in environmental-friendly promoting. Last year Digital Journal reported Starbucks was even looking to turn old muffins and coffee grinds into detergents.
Dunkin' Donuts opened its first shop in 1950. It has since gone worldwide. Currently, there are 7,000 franchised Dunkin' Donuts shops in the U.S. and about 3,000 internationally. It is the company's hope to see many new stores opening by 2015 on the U.S. west coast.
Do you go to Dunkin' Donuts? If so, is it for the doughnuts or the coffee?
Dunkin  Donuts is moving away from emphasizing its donuts and putting it on coffee and other beverag...
Dunkin' Donuts is moving away from emphasizing its donuts and putting it on coffee and other beverages.
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More about Dunkin Donuts, Beverages, beverage market, Beverage, Starbucks
 
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