Dunkins brands strategic performance Article Example | Topics and Well Written Essays - 1750 words

Dunkins brands strategic performance - Article Example Dunkin Brands Group is the parent company of Dunkin Donuts (DD) and Baskin-Robbins (BR) that has its headquarters in, Massachusetts in the United States. Dunkin Donuts and Baskin-Robbins were initially owned by a French multinational corporation that was known as Pernod Ricard and afterwards they were bought purchased by the American Multinational company that is known as Dunkin’ Brands. Its history of offering breakfast meals that is supposed to be simple and straightforward has given it an edge over the competitors that are in the same industry such as Starbucks since the company targets the people who are modest and mind about how they spend their money. The company tries to grow in all the aspects so that it can be able to reach as many customers as possible and develop more products that will appeal to these clients in an effort to achieve proper retail placement which normally can be a delicate balance. The company partners with several grocery retailers but does not put its business in the store within a store concept that will include a grocery since they want to be within big places that are frequented by more consumers as the target more people. Dunkin’ donuts has not been left behind as far a technology is concerned since the have employed the use of software that if adopted is able to tell the location of their different stores that are to come up as the software called iSite from geoVue helps the company to analyze where it can put more restaurants that will better serve the people. In the fourth quarter of 2012 Dunkin’ Brands had a variety of highlights that included a 3.2 percent growth in the sales of its Donuts compared to the other stores that are in the United States. In the rest of the world the brand also posted significant success that was exhibited by the opening of 256 new restaurants that included 149 Dunkin Donut restaurants