Dunkin' Donuts & More

Top US brand Dunkin’ Donuts entered the Indian market  and is betting on localisation as strategy to get a slice of the fast growing market. Jubilant FoodWorks, which bagged the franchise rights for the brand, opened its first outlet in the capital under the brand name ‘Dunkin’ Donuts & More’; The menu has been set up to suit the local taste — something which the international brand has never tried in any of the over 32 markets it is present globally. While Dunkin’ Donuts has been popular in the coffee and baked food segment, it has extended its menu to include localized products. 
“India is the first market for Dunkin’ Donuts where everything is 100% localized. We put together a team to specially work on the brand’s strategy in India and it took us one year to decide on everything,” said Ajay Kaul, CEO, Jubilant FoodWorks. Pegged at Rs 45,000 crore and growing at an annual rate of 25%-30%, the quick service restaurant market in India is turning into a hotspot, prompting global brands to come up with products to suit the Indian taste.