Dunkin' Donuts Hypothetical Marketing Strategy Case

Dunkin' Donuts was first established in 1950, in Quincy, Massachusetts, by William Rosenberg. Over the years the company expanded and now is the largest coffee and baked goods chain in the world. They serve over 5,500 retail outlets; selling more than 4 million doughnuts and 2.7 million cups of coffee daily!

Dunkin' Donuts are famous for their many varieties of doughnuts and their wide range of bakery products - muffins, bagels and munchkins® donut hole treats. Their products are represented by more than 6,590 worldwide points of distribution, including approximately 4,815 units in the United States alone.

History of Dunkin' Donuts

1946: Bill Rosenberg invests $5,000, forms Industrial Luncheon Services.

1948: Bill Rosenberg opens donut shop "Open Kettle" in Quincy, Massachusetts.

1950: "Open Kettle" name changed to Dunkin' Donuts.

1955: First franchise agreement signed and executed in Worcester, Massachusetts.

1960: Bill Rosenberg founds the International Franchising Association.

100th Dunkin' Donuts shop opens.

1966: Dunkin' Donuts University (DDU) is created.

1970: First overseas Dunkin' Donuts shop opens in Japan.

1972: MUNCHKINS® donut hole treats are introduced.

1978: Introduction of freshly baked muffins. First network TV commercials are aired.

1979: 1,000th U.S. Dunkin' Donuts shop opens.

1980: Largest Dunkin' Donuts shop in the world opens in Thailand with seating for 130.

1982: Fred the Baker, TIME TO MAKE THE DONUTS® television campaign begins.

1990: Allied Domecq purchases Dunkin' Donuts.

1995: 1000th international Dunkin' Donuts shop opens in Thailand. Hazelnut and French Vanilla coffees are introduced as companions to Dunkin' Donuts' famous Original Blend.

1996: Dunkin' Donuts introduces freshly baked bagels.

1997: Dunkin' Donuts revolutionizes the summer beverage category with the introduction of the COFFEE COOLATTA' slush drinks

1999: Celebration of their 8 billionth cup of coffee sold since opening in 1950.

2000:...

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