Franchise News
The Dunkin' Recast into Beverage Business Pays Off; Brand Banks Highest Sales in Four Years
Since dropping ‘Donuts’ from its moniker in January, Dunkin’ has seen system-wide sales increase by 5.5%.
At the start of 2019, Dunkin’ Donuts dropped the sweet-treat second-half of its name as part of a $100 million recast into a beverage brand. Dunkin’ kept donuts on as a promotional item, but pivoted to showcase its espresso-based offerings. According to an article in Restaurant Business, that move paid off, as Q1 “yielded the brand’s highest sales gains in four years, according to Dunkin’ Brands CEO Dave Hoffmann.”
“On the strength of a 30% jump in sales of espresso-based drinks, same-store sales for the all-franchised Dunkin’ chain rose 2.4%, buoying system-wide sales by 5.5%, the franchisor announced,” the article said.
According to the article, Dunkin’ still offers consumers chewable options like sandwiches, donuts—and, most recently, a foray into the world of breakfast bowls—but officials for the brand stress that “beverages are the key business drivers.”
Read the full article here.
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About the Author
Katie LaTour
FollowKatie LaTour is a staff writer for 1851 Franchise and Estatenvy. She has experience in copywriting, editing and translation, and has written content for brands including Coca-Cola, Ivivva and Ray Ban's. She holds a Master of Arts in Writing and Publishing from DePaul University and a B.A. in English and Spanish from the University of Dayton. Presently, Katie is working on a poetry collection and building a platform for Chicago creative professionals to share best practices.
