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Article: In downturn, chain sees opening for traditional treat.(Business)
- Article from:
- The Boston Herald
- Article date:
- June 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Boston Herald. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: DONNA GOODISON
Time to make the doughnuts - again.
Americans' recessionary mindset for comfort food and value has prompted Dunkin' Donuts to make the biggest marketing push of its namesake product since the iconic Fred the Baker campaign debuted in 1982.
The Canton chain is embracing its 59-year heritage after a decade-plus of pushing coffee sales, which generate 60 percent of its $5.5 billion in annual revenue, and expanding its menu to include everything from apple pie and cookies to salads, soups, omelets, hash browns and egg-white flatbread sandwiches.
But this spring, Dunkin' launched a $10 million, six-week marketing ...