Dunkin’ Begins New Push Into China
January 22nd, 2007
Submitted By: Victoria Whelan
I thought this Wall Street Journal article was interesting since many of us are taking Marketing this quarter. It will be interesting to see if Dunkin’ Donuts can pull off pushing tea and donuts (flavored to China’s liking) instead of coffee and donuts that we think of when we hear their name. It might taint their brand image since they are eventually trying to revert back to coffee and donuts once they get market share. Starbuck’s is doing the complete opposite and pushing coffee during their large expansion plan in China (see Starbucks Pours It On In China).
Entry Filed under: Pre-Departure, Beijing, Shanghai, China, Misc.
3 Comments Add your own
1. China Law Blog | January 22nd, 2007 at 4:06 pm
Strange that DD is only getting into China now. I actually thought they were already there, but obviously not. They seem to be everywhere in Korea and their “donuts” there are pretty different from here.
2. Chris Carr | January 22nd, 2007 at 5:56 pm
Good post. I wonder what they will charge for a donut in China. I ate lots of donuts in college, mainly because they were cheap and I had no money, and the fact that they will give you a coronary I unfortunately did not give as much weight to as I should have.
3. Danny Allustiarti | January 25th, 2007 at 1:27 pm
Good article Tori. I think Dunkin Donut’s strategy is well thought out and can prove to be good idea. I find the strategy conservative (in that they are not pushing new tastes) and this should leave room for a lot of profit and growth. I really like the idea of tailoring the menu to “local palates”. I am sure that the opening of the chain in different locations will be met by skepticism, but the fact that the menu appeals to the tastes of the area will most likely help ward off the initial skepticism. I am not sure what to think about how Dunkin Donut’s wants to push coffee eventually, but not right off the bat. Obviously, I think sticking with tea to start is a good idea for the reason above, but I don’t think they should get rid of or decrease their tea supply to push coffee. Overall, I think they are approaching the market in an appropriate way and would not be surprised if it is a huge success.
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