Dunkin Donuts to Dunkin`: A Rebranding Exercise
Case Code: MKTG436 Case Length: 9 Pages Period: 1948- 2019 Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : Dunkin Brands Group, Inc Industry : Food & Beverage Countries : India Themes: Branding Strategy, Advertising & Promotion, Brand Revival, Brand Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Brand Dunkin Donuts
Dunkin was established in 1948 by William Rosenbury (Rosenbury) in Quincy, Massachusetts, USA, with the name ‘Open Kettle’. The restaurant sold donuts and premium coffee in its initial days. A brainstorming session in 1950 with Rosenbury and his executives led to the renaming of the restaurant as ‘Dunkin Donuts’. The name ‘Dunkin Donuts’ was arrived at after Rosenbury noticed the customers dunking their donuts in their coffee and consuming them. In 1955, Dunkin ventured into expansion of its stores by adopting the franchisee concept. The first franchisee opened at Dedham, Massachusetts, with 52 varieties of donuts...
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