about Dunkin donuts

4. Do you agree or disagree with the company's rebranding strategy? Support your opinion based on your knowledge of the factors influencing the buyer behavior. (4 Marks) QUESTIONS START FROM HERE Read the case and answer the questions below. (20Marks) DUNKIN DUNKIN' From Dunkin Donuts to Just Dunkin! The famous American Donut's brand is rebranding and closing stores across the world including Oman as its outlets have shut down for good. The demand for donuts in America is decreasing as customers preferring more healthy food with less sugar and fat. The company's brand CEO Mr. David Hoffmann said, "the rebranding comes as an effort to reshape the company's strategic goals and focusing on drinks more than donuts." While analyzing the company's different products, the managers noticed that 60% of its revenue is coming from drinks like coffee while demand for donuts is declining The company redesigned its brand, and its stores making them look simpler. The company is also introducing new coffee experiences like nitro, cold brew, black...etc. The company will also introduce digital menu and drive through to fit the customers on the go lifestyle. The company will also reduce its employees as the new digital menus will eliminate the need of human employees, reducing the company's costs. XIAO *The source: Business Insider, 2018, 1 3713