Dunkin’ (formerly known as Dunkin’ Donuts) is spending $100 million to become a major player in coffee. CEO Dave Hoffmann says espresso is going to be key to fueling the company’s long-term growth. The shift in strategy comes at a time when traffic in stores has slowed and annual comparable store sales have taken a dip since 2017. While slow traffic and lagging same-store sales aren’t unique to Dunkin’, they are dialing up pressure on the chain. The question now – will Dunkin’ be able to stand out in a crowded field as it bets big on becoming a major player in the coffee wars.
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Why Dunkin’ Is Taking On Starbucks And Betting On Coffee