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Dunkin' Donuts projects double-digit growth in Florida
March 25, 2009
CANTON, Mass. — Despite the current economic situation, Dunkin' Donuts considers the state of Florida as a continued priority growth market in 2009. The company has more than 900 units open throughout the state.
Dunkin' Donuts' current plans call for extensive development of new restaurants, including growth throughout Jacksonville, Tampa, Tallahassee, Ft. Myers/Naples, the Palm Beaches, Miami and the Florida Keys over the next several years.
In 2008 alone, Dunkin' Donuts opened 31 new restaurants around the state. Additionally, 37 existing restaurants were renovated and remodeled utilizing Dunkin' Donuts' flagship model design.
To support its expansion efforts, Dunkin' Donuts has evolved its growth strategy from selling single units to securing store development agreements of five or more locations. This franchising strategy enables the brand to create a network of restaurants in a market to build the brand and local business more aggressively. Building a network of restaurants also enables Dunkin' Donuts to invest in a distribution model that ensures consistent, high-quality products.
In an effort to keep the brand fresh and competitive, Dunkin' Donuts offers franchisees a variety of designs and venues, including free-standing restaurant, kiosk, store-within-a-store, cart and traditional in-line restaurant locations.
Dunkin' Donuts' recent initiatives include:
- Opening its first Leadership in Energy and Efficiency Design (LEED) certified restaurant in St. Petersburg, Fla., which serves as a prototype for future green construction projects. LEED enhancements include: energy-efficient insulated concrete foam walls to reduce air conditioning usage, motion sensors for restrooms and offices, water-efficient plumbing fixtures, low-flush toilets and the usage of well water for all irrigation.
- Bringing together a culinary team of acclaimed chefs to create new and innovative menu choices for customers. Two relatively new offerings include the Oven-Toasted and DDSMART menu lines.
- A new $100+ million integrated advertising campaign that offers a new rallying cry for 2009: "You Kin' Do It!" – the company's newest iteration of the popular "America Runs on Dunkin'" campaign.
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