In efforts to compete with other fast food restaurant chains like McDonald's and KFC, Dunkin Donuts locations in India are set to bring new products, and renovations to cater to adolescents.
The new food items include the tough guy burger, and the alive-by-chocolate doughnut The Economic Times reported Tuesday.
"The new products are one part of our biggest revamp...we want to build a profitable business," Dev Amritesh, president and chief operating officer of Dunkin' Donuts division at Jubilant FoodWorks told The Economic Times. "Our research shows that after more than a decade of experiencing QSR brands, there's a segment of consumers who find existing options to be somewhat childlike. Slowdown is an issue for brands with higher penetration. We are just 21 stores old."
The news is the latest development since the franchise restaurant chain unveiled yam patties, bagel buns, mutton and corn burgers. The company also plans to alter its coffee selection for re-introduction next month.
"But if it works, the expanded portfolio could attract a larger consumer base and result in enhancing revenues in the long-term," Shirish Pardeshi, executive director of investment banking at Anand Rathi Securities told The Times.
Doughnuts are not popular in India, but their further expansion could make them more well-known.
"Doughnuts remain a once-in-a-while category in India," Harminder Sahni, founder and MD at retail consultancy Wazir Advisors, said. "Moreover, unlike a pizza where prices can be increased with newer toppings, doughnuts' prices can't be increased beyond a point. So Dunkin' is under pressure to step up both volumes by adding newer products on its menu and value by pricing products higher, which requires a completely different positioning."
Dunkin Donuts is also renovating its current stores in the country with less vibrant colors in order to cater to adults. The process is expected to last anywhere from three to six months.
