Banking on the success of “America Runs on Dunkin” advertising campaign Dunkin’ Donuts is expanding into new areas. Coffee is fuel, this proposition is entirely different from the market dominant competitor, Starbucks, for whom drinking coffee is a lifestyle. And in doing so and probably to concentrate more on marketing, management and strategy the doughnut maker plans to outsource its doughnut making to third parties. So, the idea is to go beyond New England, which is its stronghold and allow new franchisees to come in easily without any odds. To conquer the new market and give its competitors a run for its money Dunkin’ is looking for a right bakery solution for now.
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