Why did Dunkin Donuts fail to set its foot in India? | Dunkin Donuts Failure

Abinaya Arangarajan Abinaya Arangarajan
Sep 27, 2021 4 min read
Why did Dunkin Donuts fail to set its foot in India? | Dunkin Donuts Failure

TBH, Nothing brings people together life a Good food, and when it comes to Indian food culture then it’s a feast for sure. As it is cited India is a diverse country with profuse mélange languages, cultures, customs and cuisines, say, South Indians focus on Sambar & Idly, whereas North Indian prepares Roti & Sabzi. Besides, We adopt western culture into our lives in many ways such as their lifestyle, political systems, technologies and cuisine.

For instance, People love to eat French fries, burgers, waffles, pizza and doughnuts as a result many MNC fast-food restaurants have incorporated in India such as KFC, McDonald’s, Dominos, BurgerKing and Dunkin’ Donuts. But, some businesses aren’t going well in India due to its waning survival factors in the market. Pertinent, Dunkin’ Donuts is one such MNC, that didn’t go well in operating profit in India.

Dunkin Donuts is known for its recipe in preppering coffee and doughnuts as well as a quick-service restaurant worldwide. The company initiated their services back in 1950 in Quincy, Massachusetts and was founded by William Rosenberg covering over 12000 stores all over the world.

Why didn't Dunkin 'Donuts do well in India?

Usually, Indians follow a soft food diet for breakfast, whereby kichadi or idly is considered to be palatable food to have first thing in the morning. Meanwhile, nobody is willing to consume sugar-contained fast food for breakfast, repercussions may leave you an upset stomach.

That’s where, Dunkin Donuts incorporation made its existence in India in 2012, intending to thrive the sale of doughnuts and coffee all over the nation. But ultimately failed to perceive the Indian food culture which they have followed for centuries.

Items in the menu
Food Culture in India
Price
FAQ

Items in the menu

Dunkin Donuts' menu is somehow sound tedious for Indians, as the restaurant serves doughnuts  as their main dish. Where we prefer eclectic food to one ilk of food with different flavours.

For instance, KFC contains a variety of fast-foods such as burgers, salads, wraps, Chicken wings, Beverages, sandwiches and more. Whereas Dunkin Donuts menu follows a confined food list for the customers that ends with no choice and go for doughnuts.

Dunkin Donuts
Dunkin Donuts 

In order to thrive in the Indian food market, KFC played well in bringing up Indians' favourite item- Chicken buckets that hyped the margin of the company till now.


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Food Culture in India

As said, Indians usually go for savoury food, as India is largely known for spices, masalas and curries. They prefer eating Dosa, paratha or idli in breakfast and not something sweet like doughnuts. Moreover, India follows different cuisines in different regions, where Dunkin Donuts overlooked the expectation of people in fast food. Whereas, we prefer chai (Tea) to some iced beverages or espressos.

Indian Food - Dosa
Indian Food - Dosa, Idli, Medu vada

Price

Price is the main factor, which determined the burgeoning branches of Dunkin Donuts in India, where the brand sells two doughnuts whose average cost is around 600 rupees, which is quite overpriced when compared to the budgeted price of an average salary individual.

Paradoxically, Starbucks- The world’s largest coffee house, succeeded in its market in India even though the restaurants have premium-priced products, where the company agreed to a joint venture with Tata and operated over 2000 stores in India.


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Conclusion

Spicy and flavourful foods are what Indians love to have. Doughnuts are not the food the Indians would like to consume often. Dunkin’ Donuts is one of the biggest coffee and food chains in the world. And it is booming in other countries, but Dunkin’ Donuts didn't understand the taste of Indians. People here prefer spice over sweet.

People love trying new food, so there are still chances for doughnuts in the market. But will Dunkin’ Donuts get prosperous in India like the other countries is a question that only time can answer?

FAQ

Who owns Dunkin Donuts in India?

Jubilant FoodWorks owns Dunkin Donuts in India.

What is Dunkin Donuts?

Dunkin Donuts is an American coffee and doughnut company.

Who is the founder of Dunkin Donuts?

William Rosenberg is the founder of Dunkin Donuts.

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