Dunkin’ Donuts dreaming
There’s much one can say about Dunkin’ Donuts, but the coffee peddling giant isn’t a baby killer.
Dunkin’ Donuts is apparently pleased with the results of its “flatbread” and “personal pizza” trials and is now planning on rolling out the concept nationwide in an attempt to increase sales after the morning rush.
I’ve visited stores that sell the trial items but I can’t remember having tried any of them, mostly because they look pretty disgusting (my wife insists we shared one of the pizzas and says we didn’t like it. She’s obviously never wrong so she must be right). I guess they must have been racking up enough sales to make the menu expansion worthy of nationwide implementation.
I think the chain is making a mistake. I can certainly understand why it would want to finagle a way to boost sales without forcing franchisees to invest in new equipment, but those flatbreads and pizzas aren’t going to do it. They look terrible in their own right and they certainly seem woefully inadequate when compared to cheap items at fast-food restaurants like McDonald’s and Wendy’s or just any local pizza place for that matter.
(Apparently the new menu does require some investment, if I understand the press release properly:
In order to introduce the new menu, Dunkin’ Donuts shops have received an entirely new cooking platform. New cooking ovens, using patented technologies, deliver the “Oven-Toasted” result.
)
Dunk’ would be better off focusing on achieving and maintaining a high-level of execution of its concept. I’m talking about a well-trained staff that handles orders in a sanitary manner and on and on.
It would also behoove the company to understand that it can’t stretch its brand name in any direction without alienating at least part of the customer base. “America runs on Dunkin’” is a good enough slogan for guys like me who enjoy the New England-ish blue-collar lunch-pail aspect of the brand, but all-whimsical all-pastel ads and commercials - especially ones with Rachael Ray - sure try one’s loyalties.
Update 2/19:
There’s a lot of discontent among Dunkin Donuts franchisees over several of the company’s recent moves if one is to believe DD Independent Franchise Owners (DDIFO):
In a statement released on Thursday, the said 98% of surveyed franchise owners oppose the Sara Lee partnership that calls for the installation of self-service stations in office building break rooms, cafeterias and other venues with large food-service operations.
It also said that 97% oppose the Hess partnership, which calls for the installation of self-service coffee, hot chocolate and donut stations within Hess gas-convenience stations from New Hampshire to Florida.
