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Dunkin Donuts Is Way Smaller Than Starbucks, But Better Loved By Customers

July 26, 2018: 12:00 AM EST
Dunkin’ Donuts is doing a lot of things right, a fact reflected in its most recent quarterly financial report showing higher-than-expected earnings and revenues. Starbucks, however, with 25 times the revenue of Dunkin’, “has lost its mojo” and Wall Street “is losing faith” in its management team, according to Forbes. At least part of the problem is the fact, confirmed by data from LikeFolio's consumer insights, that for the first time Dunkin’ Donuts happiness levels are higher than Starbucks. Other key factors at play: Dunkin' Donuts is growing its customer base and adding stores, while Starbucks is closing locations; purchase intent mentions for Dunkin’ Donuts are at multi-year highs; Starbucks has a serious employee morale problem; Dunkin’ is more inclined to give customers – rather than environmental activists – what they want; and Dunkin’ Donuts has delicious donuts, rather than pastries. [Image Credit: © Starbucks]
Andy Swan, "5 Reasons Dunkin' Donuts is Dominating Starbucks", Forbes.com, July 26, 2018, © Forbes Media LLC
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