Move Over Krispy Crème: Dunkin’ Donuts Returns to SoCal

With Krispy Crème the donut obsession of the past decade, everyone pretty much forgot about Dunkin’ Donuts, a popular chain from the 80s and 90s. Now, the national donut store is set to make a comeback in 2015, opening up 150 stores in Riverside, Ventura, Los Angeles, Orange, San Bernardino, and San Diego counties.

Krispy Crème currently has 20 stores through California, so it’s going to be interesting to see who customers choose to stay loyal to.

Glazed fried dough hasn’t wavered in public consumption over the years. But, most people turned to Krispy for a creamery variety on the classic donut.

Dunkin’ hasn’t stayed completely out of the food and drink industry though. They sell an estimated 1.7 billion cups of coffee every year, according to the NPD Group, (a research firm), and are still a popular donut brand in other parts of the country.

The company is opening an ambitious 360 new stores this year in venues such as colleges and universities, casinos, military bases, supermarkets, and airports.

Chief Executive of Dunkin’ Nigel Travis isn’t afraid of a little competition either. “The independents mostly don’t have the marketing clout of major chains,” he says. “Often we pick up share from independents rather than directly from Starbucks, McDonald’s, or anyone else.”

Travis isn’t worried about a little competition either, even after a failure back in 2002 of opening a store in Sacramento, California, suggesting it’s the independents who should worry about staying power.

Could Dunkin’ Donuts be back for good in SoCal? It will be interesting to see if the south county really does “Run on Dunkin’” as the company tagline proudly states.

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