Tuesday, May 8, 2007
Dunkin’ Donuts to open 125 stores in Dallas over next few years
New England doughnut chain will pick up where Krispy Kreme left off.
DALLAS This story announcing the imminent arrival of 125 Dunkin Donuts stores in the Dallas area (YAY!) sorely misses the point in the way that so many blechy daily newspaper stories miss the point. It takes a statistic -- that "Dunkin' Donuts gets 64 percent of its revenue from beverages, including coffee" -- and then moves quickly into a mental rut by turning this into a Battle Of The Coffee Titans (with the inevitable ensuing journalistic cliches that include phrases like "The competition to attract java junkies" and "food industry behemoths such as Starbucks Coffee Co. and McDonald's Corp." Daily newspapers should not be allowed to use phrases like "java junkies," it's like allowing someone on medication to operate heavy machinery.
Here's the thing: The name isn't Dunkin' Coffee, it's Dunkin' DONUTS. I know it's hard to resist the opportunity to evoke the holy name of Starbucks, but it ain't about the coffee. It's about the fact that Krispy Kreme came here a few years ago and softened everyone up on the doughnut front, but wasn't able to sustain the business end. It's about the fact that there is no doughnut chain here, just a bunch of completely mediocre mom-and-pops. It's about the DOUGHNUTS.