Dunkin’ Donuts: A Recession-Resistant Franchise


Founded in 1950, Dunkin’ Donuts bills itself as “America’s favorite everyday, all-day stop for coffee and baked goods.” The Canton, Mass.-based brand is the No. 1 retailer of hot and iced regular coffee-by-the-cup in America, and the largest coffee and baked goods chain in the world with more than 7,900 restaurants in 30 countries.

“In today’s economy, Dunkin’ Donuts is fortunate in that the company does have a resistance and a resiliency based on the value that we offer to consumers and indirectly to franchisees,” says Lynette McKee, a certified franchise executive and vice president of franchising for Dunkin’ Brands Inc.

McKee says that in tough times, people look for stable, built-to-last concepts.

“Dunkin’ Donuts’ innovative menu and evolving concept, as well as our flexibility in terms of image and application, allow franchisees to continue to grow and prosper while other less-proven or dynamic brands are stepping back,” McKee says, adding that she values franchisees that show concern for customers and build lasting relationships in a fast-paced business world.

Dunkin’ Donuts–and by extension its franchisees–enjoys 98 percent brand awareness across the United States. It’s the power of the brand that fuels the company’s success, McKee says. “We enjoy strong market share because we build customer satisfaction and loyalty and keep Dunkin’ Donuts relevant to the taste of its consumers.” Read more.

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