It's been two years since American doughnut chain, Dunkin' Donuts & More entered India. It's now ready to take the next big step and that is entering Mumbai.
Dunkin' Donuts & More has learnt a lot in its two-year stint in India. The first lesson they learnt is that the youth of India are a veritable treasure trove that can drive the American chain to new heights. So, apart from revamping the menu to tickle the taste-buds of young India; Dunkin Donuts is also going in for a complete facelifts for their 21-odd stores in the national capital region.
Mumbai and other markets, will sport this new avatar.
According to Dev Amritesh, COO, Dunkin' Donuts the final product of everything that has been done over a year and a half in Delhi will be launched in Mumbai.
However, a new menu and a new look is not the only focus areas for the donut chain, it is also putting a lot of thought and effort into finding optimally sized stores - A fact made more difficult given the tough real estate market. It's even looking at experimenting with non-traditional formats.
“We are also beginning to understand the value of kiosk stores in certain type of locations which have high footfalls. We are experimenting, and need more experience to come to a solid point of view,” said Amritesh
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Dunkin Donuts is also trying to leverage the high equity enjoyed by its parent Jubilant Foodworks' staple brand - Dominos Pizzas.
Amritesh said: “We are looking at doing some amount of retailing development together with Jubilant Foodworks like maybe taking adjacent shops in malls or taking larger space together.”
This shows that the management clearly believes it is onto a winning strategy. So although it looks to close the year with a total of 30 stores in India, there's no denying that a break-even in financial terms is still a couple of years away.
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