Skip to: Content
Skip to: Site Navigation
Skip to: Search


Dunkin' Donuts' revamps: More drinks, fewer doughnuts

Dunkin' Donuts is shifting their branding and image away from doughnuts to beverages and breakfast sandwiches. The ad featuring an early-morning doughnut baker is retired, replaced by 'America runs on Dunkin'.'

By Candice ChoiAssociated Press / June 20, 2013

A girl holds a beverage and a donut at a Dunkin' Donuts in New York. Dunkin' Donuts, which has more than 7,300 U.S. locations, said recently that both breakfast sandwiches and drinks have profit margins of more than 75 percent, prompting a shift away from the eponymous donuts.

Mark Lennihan / AP / File

Enlarge

NEW YORK

Don't expect to see Dunkin' Donuts revive its famous "Time to make the doughnuts" ad campaign anytime soon.

Skip to next paragraph

Paul Carbone, chief financial officer for Dunkin' Brands Group Inc., said at the Jefferies Global Consumer Conference Tuesday that the company gets asked all the time when it's going to bring back the ad starring the perpetually tired baker who gets up early every morning to make doughnuts.

"He's not coming back," Carbone said, noting that the chain's focus has shifted toward beverages, which are the "holy grail" when it comes to profitability. Hence the company's plans to stand by its "America Runs on Dunkin' " motto, which was launched in 2006.

RECOMMENDED: Celebrating the Donut

In recent years, however, the chain has also been expanding its breakfast sandwiches, which Carbone said are "right below the beverages" in terms of profitability.

Dunkin', which has more than 7,300 U.S. locations, said in a recent presentation that both breakfast sandwiches and drinks have profit margins of more than 75 percent; the presentation didn't include the margins for doughnuts.

Dunkin' says the "Time to make the doughnuts" ads ran for 15 years until 1997, when the actor who played Fred the Baker announced his retirement under a giant inflatable doughnut in Boston.

The actor, Michael Vale, died in 2005.

Dunkin' Brands Group, which is based in Canton, Mass., also owns Baskin-Robbins.

RECOMMENDED: Celebrating the Donut

  • Weekly review of global news and ideas
  • Balanced, insightful and trustworthy
  • Subscribe in print or digital

Special Offer

 

Editors' picks

Doing Good

 

What happens when ordinary people decide to pay it forward? Extraordinary change...

Endeavor Global, cofounded by Linda Rottenberg (here at the nonprofit’s headquarters in New York), helps entrepreneurs in emerging markets.

Linda Rottenberg helps people pursue dreams – and create thousands of jobs

She's chief executive of Endeavor Global, a nonprofit group that gives a leg up to budding entrepreneurs.

 
 
Become a fan! Follow us! Google+ YouTube See our feeds!