I remember my parents bringing home dozens of donuts from Dunkin' when I was a kid and remember that feeling of carefree bliss I felt when those tasty donuts hit my lips. Then as the population became more health conscious and more interested in luxury brands like Starbucks, old Dunkin' seemed to take a back seat for a while. Yet in a time like present...when Starbucks is closing stores left and right...Dunkin' is opening stores just as fast.
The Dunkin' brand was revitalized a short while back with their "America runs on Dunkin'" campaign and corresponding store makeovers. Dunkin' is positioned as a quality, no-frills American coffee and breakfast brand. I guess at the end of the day, Dunkin's strategy shows us that simple wins over complicated and value wins over over luxury.