Dunkin Donuts
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 Donut and Dawn Donuts In 2004, the company's headquarters were relocated to Canton. In
December 2005, Dunkin' Donuts and Baskin-Robbins (by then operating
under the name Dunkin Brand) were sold to a private equity consortium of Bain Capital, Carylyle 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 Hoffman 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 cyberattacks 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
cyberattacks. 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.
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, Soucony to produce a strawberry-frosted donut themed running shoe to commemorate the 122nd running of the Boston Marathon. The Saucony X Dunkin’ Kinvara 9 comes in a donut box and the heel of the shoe is covered in rainbow sprinkles.
Logo
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 Holliday was the agency responsible for the tagline "America Runs on Dunkin'". Arc/Leo Burnett was also named to lead all in-store promotions.
Dunkin Donuts
Logo
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 Holliday 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 multimillion-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 Hrtford, Connecticut, new home of the Hartfsord Yard Goats baseball team. It will be named Dunkin Donuts Park. Dunkin Donuts Dunkin Donuts
Dunkin Donuts