Dunkin Donuts is marching west, hoping to add 5,000 stores west of the Mississippi and double its overall presence, a major expansion beyond its core territory as the iconic New England coffee shop company pushes to become a national brand.
"We think there is significant opportunity," John Costello, president of global marketing and innovation, told the Herald. "While coffee is very competitive around the world, we think we've got a very differentiated positioning that will enable us to succeed."
Costello cited the company's innovative menu, with items such as the glazed donut breakfast sandwich. Speaking at an ad conference in Boston yesterday, Costello told advertisers that companies must "differentiate or die."
Dunkin Brands told investors yesterday it plans to double the number of Dunkin Donuts stores around the country, adding roughly 7,000 stores nationwide.
"We are delighted with Dunkin Donuts' accelerated growth across the U.S., which demonstrates ongoing strong demand for our brand," Nigel Travis, chairman and CEO of Dunkin Brands, said in a statement.
The company said it added 371 stores last year, and is expecting as many as 410 this year.
Tapping into what the company sees as a "tremendous westward expansion opportunity," the Canton-based company said it will focus on the western half of the country, where it has only 214 stores, compared to nearly 4,000 in the northeast.
Dunkin also told investors it will add a "DDPERKS" program Jan. 27, awarding points for every dollar spent and offering free drinks once a certain number of points is reached.
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