Dunkin donuts, now renamed as DUNKIN, first traces back its origin to the US and

its first store was opened in 1950 with a goal to "make and serve he freshest, most
delicious coffee and donuts quickly and courteously in modern, well merchandised
stores." The Dunkin donuts franchise was opened in the year 1955. Since then, the
brand has expanded to 12,400 restaurants spanned across 46 countries and has
generated a revenue of 1.37 billion USD in the last financial year.
Dunkin' Donuts entered Indian in the year 2012, opening its first store in the
nation capital region. They entered into a joint venture with Jubiliant FoodWorks
which also had the rights for Domino's Pizza in India, and had adopted a 100%
franchise model.
From Dunkin' Donuts to Dunkin', this brand has had its share of ups and downs,
which will be discussed in the next part.
Organisation Environment
The environment in which Dunkin' Donuts operate is same as the environment in which
Mc Donalds operates, that is the food industry. As we have extensively discussed in
the case of Mc Donalds, this falls under a COMPLEX-UNSTABLE environment owing to
the number of stake holders, competitors, and the changing customer preferences
from time to time.
Strategy
While entering India, they had in mind the following strategy to gain the Indian
market share.
• To have a differentiator from its fellow competitors like Starbucks, they planned
to offer various other food options more than just donuts and coffee.
• Following their plan to provide more than their main products, they have
introduced sandwiches, burgers and also customised their products to suit the
Indian tastes.
• Their products were also priced 10 percent to 15 percent lower than their
competitors to maintain a affordable brand image
• They entered into a agreement with Jubiliant FoodWorks to adopt a 100% Franchise
mode and leverage their network present because of dominos
• They had planned to open 10 stores in NCR in the same financial year and expand
to about 100 stores in the coming 5 years spread across the country focussing the
main cities.