Dunkin’s Marketing Buzz

Is there a consumer advertising slogan out there right now that is better, more direct, more apropos than “America Runs On Dunkin”?

After spending the better part of the last two glorious late summer weekends on the football fields and soccer pitches of the North Shore, along with scores of other extremely busy and pretty tired adults, who along with their kids are consuming a great deal of DD product, my answer is an emphatic NO!

Whoever the individual or team that devised “America Runs On Dunkin” might be, my hat is off. Major props to you. It just works. So, is there truth in advertising you might wonder?  Is Dunkin Donuts truly a national brand? Are they in the same league in the McDonalds, Burger King, Starbuck’s? Answer: Not yet. But the venerable New England company, has its eyes on a coast-to-coast prize. They are looking to expand aggressively beyond New England. Fortune reports this week that Dunkin plans to triple its current U.S. locations to 15,000 to 2020. Can they do what Krispy Kreme failed to do? As a well run, privately held entity with plenty of financial backing from Bain Capital, Thomas H. Lee Partners and the Carlyle Group and legions of former New Englanders and loyal Dunkin fanatics (coffee evangelism is a powerful thing) scattered across the country, I would not bet against them.

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