“They attempted to follow a trend that, in the end, didn’t appeal to the great majority of their devoted clientele.”
Executives at Dunkin’ have acknowledged in public that they underestimated the effects of their rebranding.
One top official was reported as stating, “It was the biggest mistake of our life,” in an internal document that was released to the media.
We believed we could reach a wider audience, but in doing so, we’ve alienated the folks who helped make Dunkin’ a household brand.
Dunkin’ has started to reduce its innovative efforts in reaction to the financial crisis, reiterating its dedication to traditional menu items and a simpler marketing strategy.
