Dunkin ' Donuts : Successful World Of The Coffee Industry Essay

Dunkin ' Donuts : Successful World Of The Coffee Industry Essay

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In the competitive world of the coffee industry, or any industry for that matter, it is essential for companies to have a clear understanding of what they do best, and where they can be the best. Dunkin’ Donuts is well known by generations and loved by a growing number of customers around the world. It was first established in 1950, in Quincy, Massachusetts, by William Rosenberg. Back then, William had a simple philosophy: “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” (Dunkin’ Donuts, 2008). That philosophy still holds true today, and is the foundation that has enabled Dunkin’ Donuts to grow to be the largest coffee and baked goods chain in the world.
Dunkin’ Donuts offers more than a dozen hot and iced coffee beverages, donuts, bagels, muffins, breakfast sandwiches, and other baked goods. Currently, Dunkin’ Donuts has more than 11,300 shops in 36 countries worldwide. They sell more than 4 million donuts and 2.7 million cups of coffee daily (Dunkin’ Donuts, 2008). Dunkin’ Donuts is well positioned for the future. Dunkin’ Donuts mission statement is: “Dunkin’ Donuts will strive to be the dominant retailer of high quality donuts, bakery products and beverages in each metropolitan market in which we choose to compete.” Dunkin’ Donuts strategy is one of differentiation where they seek to make a high quality product and sell that product within a specific environment.
Dunkin’ Donuts is America’s largest retailer of coffee-by-the-cup, serving nearly one billion cups of brewed coffee each year (Dunkin’ Donuts, 2008). Using only 100 percent Arabica coffee beans, Dunkin’ Donuts offers a milder roast coffee that is milled specifically for the company and is ...


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...who are using their talents and experience to create new and innovative menu choices for customers.
Recently, Dunkin’ Donuts identified a new restaurant category called “Quick Quality.” This represents a promise of fresh food fast and a higher evolution of the standards quick-service experience. Dunkin’ Donuts is doing this because they want to make customers’ trips to their stores more meaningful and to deliver value proposition that their customers expect, and then some. It is extremely important for Dunkin’ Donuts to maintain a strong competitive advantage with customer service. If the company does not display good values, which are the beliefs, traits, and behavioral norms that the company personnel and expected to display, then customers might take their business. This could possibly hurt Dunkin’ Donuts finances and their business environment in the long run.

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