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Where Dunkin’ Went Wrong in India
Video

Where Dunkin’ Went Wrong in India

CNBC, 2018

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Editorial Rating

7

Qualities

  • Overview
  • For Beginners

Recommendation

The idea of eating dessert for breakfast is an unsavory one in many cultures. And though Dunkin’ Donuts boasts more than 12,000 stores in 46 countries, the doughnut chain has failed to penetrate the Indian market. CNBC Digital examines Dunkin’s missteps on the subcontinent. Readers interested in business strategy and international marketing will gain practical tidbits from this business case study.

Take-Aways

  • Dunkin’ Donuts has succeeded around the world but failed to penetrate India, where it closed half of its stores between 2016 and 2018.
  • Dunkin’ wasn't well received in the Indian market, which has little interest in dessert-style breakfasts.
  • When Dunkin’ tried to adapt to the Indian market by de-emphasizing coffee and doughnuts, the efforts diluted the company’s focus.

About the Speakers

MacKenzie Sigalos is a senior producer at CNBC Digital, where Ashley Turner is a digital associate.


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