FOUR DOLLAR DONUTS

Dunkin’ Donuts is trying to out-Starbucks Starbucks by rolling out more white-collar items, such as soy milk latte’s and whole wheat donuts.

As its chief executive officer, Jack Shafer, boasted in 1998, “Our average customer would be as likely to pull up in a BMW or Lexus as they would be to pull up in a pickup truck or on foot.”

I guess he’s never actually been TO a Dunkin’ Donuts. The nearest one to me is so popular with street kids that there is always a police car parked outside “patrolling” the store.

Dunkin’ Donuts will never realize its dream of attracting a Starbucks crowd because of one reason: the smell. If you go inside for just five minutes you walk out smelling like a cross between a vat of grease and a yellow cake. At least they are better then Krispy Kreme, whose regular donuts are so small and hollow that my 18 month old brother can eat three of them for breakfast.

5 thoughts on “FOUR DOLLAR DONUTS

  1. J.P.

    Yeah, I can’t agree with you on this one. It’s probably a function of where you are located. Dunkin Donuts is a really really popular chain in the New England area. Starbucks and Krispee Creme have both tried to Break into the Boston area market. It’s one of those weird things you won’t believe I guess if you live in DC, but in RI and Mass you will probably pass about 5 DD’s if you drive for 20 minutes (I am seriously not exaggerating) and there coffee is what is enormously popular– not the donuts. The marketing is quite strong too- connection with the Patriots and Red Sox– there is even an Arena in Providence called the Dunkin Donuts Center where the Celtics occasionally play.

    Another factor is that in Markets in Boston real estate is more expensive and as a result Krispee Kreme hasn’t been able to find an affordable way to break into the markey– meanwhile the DD’s are already up and running and thus have an advantage.

    I think the point is to market to the consumers in this area. The introduction of their lattes was already successful- I think they are just running with the idea.

  2. Anonymous

    one time i went to krispy kreme to get one donut and they just gave it to me for free

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