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.