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Dunkin’ Donuts’ global expansion

From the January 2014 issue.

Through aggressive expansion plans, Dunkin’ Donuts is seeking to capture a greater share of the American and international coffee market.

Dunkin DonutsAs the world’s largest coffee consuming country, more than 100 million Americans drink a total of more than 400 million cups of coffee a day.

Around 20 per cent of these Americans go out to buy their coffee, rather than brew it at home. The result has been a lucrative out-of-home market, a trend that has worked well for market leader Dunkin’ Donuts.

Although the typical American treat may be its namesake, Dunkin’ Donuts is a dominant player on the United States coffee scene. According to IBISWorld research, Dunkin’ Donuts has cornered a whopping 16.1 per cent share of the US retail coffee market. This number trails behind only Starbucks, which claims 32.6 per cent.

Through aggressive expansion plans, Dunkin’ Donuts now has its eyes set on even bigger things. “[Dunkin’ Donuts is] seeking to capture a greater share of the pie,” says marketing expert Charles Gaudet of PredictableProfits.com. A move Gaudet says could “potentially disrupt the competitive landscape”.

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