Homer Simpson once pondered: “Donuts. Is there anything they can’t do?” We could just imagine that every Simpsons viewer momentarily imagined their own favorite glazed and infused donut from their childhood in unison. While the U.S. is packed with mom-and-pop shops and gourmet bakeries offering their own creative spins on this American dessert of fried dough, the two leading mega brands, Dunkin Donuts (b.1950) and Krispy Kreme (b.1937) continue a not-so-sweet duel for the best donut title. So who is the winner?
Before we talk about which donuts taste better, let’s consider each company’s branding. According to Forbes, Dunkin Donuts focuses on coffee–as shown in the company’s logo, while Krispy Kreme focuses on just donuts. This means that Dunkin Brands uses coffee to bring customers into its stores…Krispy Kreme uses donuts to bring customers into its stores.” But as evidenced by the operating margins and profits, DD’s coffee first strategy is superior to the donut first strategy of KK.