| Summary: | according to the company. The store openings are part of expansion plan in Europe that began at the end of 2014” (Groden, 2016). In 2015, Dunkin’ Donuts expanded its market share by opening in four European countries— Denmark, Georgia, Iceland and Poland—for the first time. When Dunkin' launched the expansion, it told Bloomberg that it planned to open more than 1,000 stores across the continent that catered to local tastes (Groden, 2016). The same article stated the brand intended to recruit franchisee groups for Belgium, Finland, France, the Netherlands, Norway, and Turkey. South Africa, China, Brazil, Mexico, and Austria have also been target markets for market share expansion. Obviously, the slogan “America Runs on Dunkin” won’t work in international markets. The CEO, Nigel Travis, has a strategy for expanding internationally – it is to re-brand the franchise in every new country. This might even mean changing the brand’s namesake menu completely. For instance, in India, Dunkin' Donuts introduced a burger called the “Tough Guy Burger” (Schlossberg, 2014). Another big opportunity for the brand would be to create more of a presence on the west coast. I also see on the franchisee website that the brand is actively recruiting franchisees in west Texas (Midland/Odessa area). Consumer packaged goods was another market growth opportunity for the brand. As mentioned previously, Dunkin’ Donuts has its own line of K-Cups for Keurig single cup coffee brewing at home. This segment is a big growth opportunity for the brand. Finally, the brand has also launched various digital marketing campaigns to reach new, younger market segments via the mobile app, social media channels, and a rewards program that
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