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Commentary: Dunkin' not far behind Starbucks
May 1, 2006
Advertising Age: With a focused brand, consistent customer experience and brilliant marketing, Starbucks has persuaded millions to trade up from our 50-cent cup of joe to a $3 cup of indulgence. But who is No. 2 in the coffee segment? The brand is Dunkin' Donuts, a 55-year-old company that was acquired last month by a consortium of private equity firms. With 4,400 units nationwide, the brand has a major presence, but without a strong brand focus.
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