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Dunkin Donuts Case Study

Dunkin Donuts Case Study



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Published by chris zlatis
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Published by: chris zlatis on Apr 17, 2008
Copyright:Attribution Non-commercial


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Title:Dunkin’ Donuts - the birth of a new distribution andfranchising concept
Ruth A. Schmidt, Brenda M. Oldfield
British Food Journal
Dunkin’ Donuts is a global retailer of coffee and bakery products. Thecompany is 99 per cent franchised and has used the franchising system as aroute to market entry and expansion worldwide. The original historic roots of the company are in the USA and despite wide international expansion sincethe 1970s, the US market continues to serve as a testing ground for innovations prior to international roll-out. Based on observation and keyinformant interviews with core members of the management team during avisit to Richmond Project in 1994, the case explores the initial phase of theintroduction of a central production facility as an innovative route to pre-eminence in one test market. Strategic and operational issues are discussed,highlighting the differences and efficiency gains of the central productionfacility cum satellite store approach compared to the traditional stand-aloneon-site production approach. Implications for future developments arediscussed.
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Case study
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