Dunkin' Donuts Brand: Simple = Success

I noticed a sign close to where I live this morning that said "coming soon...Dunkin' Donuts". I thought to myself there are already two nearby Dunkin's...why are they building another. Then I thought about it and realized how many new Dunkin Donut stores I have seen spring up over the last year or two. There are several new stores within a 10-15 mile radius of my home.  Talk about a revitalized brand! 

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.