The famous donut and coffee chain will continue with a new movement in their strategic plan.
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In an apparently strategic move, the famous Dunkin ‘Donut chain will try to close 450 stores in the U.S., which is 0.5% of total local income, to give higher priority to next-generation family restaurants. instead of speedway or fast service branches.
The brand told ABC news that it will not try to make changes to its traditional locations such as gas stations, airports, travel locations, universities and military facilities, but will even try to expand them.
This is not the first time Dunkin has taken a strategic step to gain a greater presence in the donut market. In the second half of 2018, they removed “donuts” from their famous name and simply left it as Dunkin. This campaign brought him more openness to the market by offering a wider menu and introducing the location and building strategy of his “Next Generation Stores”.
Dunkin is currently one of the top 5 most consumed donut brands in the United States and one of the top brands worldwide. In Mexico alone, around 2.9 million donuts are sold annually selection.
Still, Dunkin ‘is well positioned to keep up across the country and continues to be the most popular take-away and drink brand in the United States.