Dunkin aims big in China

Dunkin Brands Group, the parent company of Dunkin Donuts and Baskin Robbins, plans to add 100 more outlets in the next two to three years.

Dunkin Brands, which has around 150 outlets in China, plans to tailor its offer more to Chinese customers by introducing distinctive flavours. Chinese customers will soon get another flavor for Dunkin Donuts – pork. While pork donuts may not be saleable among Muslim-dominated countries like Malaysia and Indonesia – or likely to please the palate of westerners – Dunkin Donuts CEO Nigel Travis is confident that it will gain strong appeal among Chinese.

“Donuts are a very flexible product. You can do savory donuts, you can do donuts with shredded pork – that’s in China,” said Travis.

Dunkin Brands will also introduce bagels with pork floss and milk tea among Chinese costumers.

To broaden its appeal, Dunkin Brands has signed NBA star LeBron James as its brands’ face who has a big following of Chinese fans. James will promote Dunkin Donuts and its sister brand Baskin Robbins though personal appearances, online media, advertising and in-store marketing.

Dunkin faces stiff competition from McDonalds, Krispy Kreme, Starbucks, and Indonesian coffee and donut brand J.Co. 

“While we compete in very competitive markets, I think the key is to focus on the consumer, to understand their needs better than anybody and deliver on that. We think the best strategy is to execute on brand differentiation,” said Dunkin Brands chief global marketing and innovation officer John Costello.

GB

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