So a few years back Krispy Kreme made some big branding mistakes and came up north. Trying to capitalize on their huge success down south it was assumed that us Yankees like to eat big, fat, sugar donuts. But not?so much and a majority of these new stores are now closed.
So can Dunkin’ Donuts do it? Can a big time Yankee brand go south to compete against Krispy Kreme? The short answer is…
Here’s why I think Dunkin’ will be king of the south. To quote my friend Jonathan Salem Baskin, branding and behavior go hand and hand. And Dunkin’ Donuts is the world champion of establishing morning coffee time behaviors. Their coffee is reasonable priced and tastes good (of course that’s subjective).
Dunkin’ used to be in the donut business but about 20 years ago they repositioned to be in the coffee business. They realized that big, fat, sugary donuts were more of a treat than an everyday occurrence. Do they sell lots of donuts? Better believe it. But coffee is everyday. And they sell their cup of Joe to the average Joe.
So it will be interesting to see if Dunkin’ will succeed where Krispy Kreme failed miserably.