3B
LIFE/ Ctiaclotte $o«t
Thursday, October 26, 2006
Will Southerners give
up Krispy Kreme for
a Dunkin’ doughnut?
iiTHE ASSOCIATED PRESS
FRANKLIN. Ifenn.-When
asked how he got his own
Dimkin’ Donut store, Joe •
Rando holds up the afternoon
cup of coffee he’s just poured
for himself
“Lifelong Dunkin’ fanatic,”
he said
When the Maine native
moved South with his former
company to the Nashville
area a couple years ago, he
found he had to do without
liis favorite treat.
‘1 sort of woke up one mom-
ir^ and- said. There aren’t
any Dunkin’ Donuts here.
Why is that? So I made a
phone call,” Rando said.
Fi’om its first store in
Quincy, Mass., Dunkin’
Donuts has become the quin
tessential Northeastern
doughnut shop, with work
ing-class credentials and
obsessed custom^^.
But now the Canton, Mass.-
based chain fdans to expand
south and west across the
country and that begs the
question: Will Southerners,
with their lor^-standing love
of Krispy Kreme’s sugar-
glaze, find room for another
doughnut?
Rando is in charge of 12
Nashville-area stores that
will serve as a prototype for
the company’s expansion,
testing everything fiom new
products to store appearance.
Dunkin’ Donuts currently
has about 4,400 stores in 36
U.S. states, but the majority
are in the Northeast and mid-
Atlantic region. In
Massachusetts, there are
1,042 stor^, while ne^hbor-
ing Rhode Island has 159
shops. (There are another
1,700 international Dunkin’
Donuts stores in 29 coim-
tries.)
Company executives hope
to triple the total number of
U.S. stores by 2020.
“Our objective is to take the
brand national,” Dunkin’
Donuts brand office Robert
Rodriguez said. “We have
be^ a very successful super-
regional chain.”
But parent Dunkin’ Brands
Inc. is invading the South
with a different sort of dough
nut —thicker and cakier than
the traditional Southern
treat from Krispy Kreme,
which is lighter, sugar-glazed
and served hot.
Executives at both compa
nies say their dor^hnuts
have a universal appeal, but
Rando says there’s no middle
groimd.
“It’s like the Red Sox and
the Yankees—you like one or
the other,” he said.
Stan Parker,' senior vice
president of marketing for
North Carolina-based Krispy
Kreme, said many
Southerners have grown up
with their doughnuts and
think of a trip to Krispy
Kreme as more than just
breakfast or a snack.
‘Tor many people, Krispy
Kreme has been part of their
lives for a long time,” he said.
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