April 11, 2006
Mac the Cop Digs the Jessica Simpson/Queen/Beyoncé Vibe
The Wall Street Journal’s Weekend Edition reported on Dunkin’ Donuts plans to expand, “... into a national powerhouse that’s as synonymous with coffee as Starbucks Corp.” Dunkin’ has plenty of money left over from last year’s buyout and plans to redesign its almost 5,000 US stores and to eventually triple the number of stores.
Apparently, the trick will be to keep the Dunkin’ “Tribe” happy while luring some of the Starbucks tribe and maybe some unaffiliated customers who have not yet undergone the elaborate initiation rituals of either tribe. The Dunkin’ tribespersons don’t want Dunkin’ to become as “pretentious” as Starbucks. In an effort to appeal to their sensibilities, therefore, paninis aren’t paninis anymore – they’re “stuffed melts.” And no couches, laptops or Italian names for coffee cup sizes.
But don’t expect the recherché Starbucks tribespersons to appear in a Dunkin’ Donuts, even the new model, any time soon...