The Dunkin' Recast into Beverage Business Pays Off; Brand Banks Highest Sales in Four Years

At the start of 2019, Dunkin’ Donuts dropped the sweet-treat second-half of its name as part of a $100 million recast into a beverage brand. Dunkin’ kept donuts on as a promotional item, but pivoted to showcase its espresso-based offerings. According to an article in Restaurant Business, that move paid off, as Q1 “yielded the brand’s highest sales gains in four years, according to Dunkin’ Brands CEO Dave Hoffmann.”

“On the strength of a 30% jump in sales of espresso-based drinks, same-store sales for the all-franchised Dunkin’ chain rose 2.4%, buoying system-wide sales by 5.5%, the franchisor announced,” the article said.

According to the article, Dunkin’ still offers consumers chewable options like sandwiches, donuts—and, most recently, a foray into the world of breakfast bowls—but officials for the brand stress that “beverages are the key business drivers.”