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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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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