April 9, 2004
starbuck's, krispy kreme & dunkin donuts
The article points out that globally, Dunkin’ is known more for its coffee. (In the states, growing up on the east coast, I’ve always known them as a doughnut place, with coffee). Dunkin’ has 5,600 locations worldwide to Krispy Kreme’s 394. In fact, John Gilbert, Dunkin' vice president of marketing, was quoted as saying…
"We are primarily a coffee business that sells doughnuts. Krispy Kreme is primarily a bulk doughnut business, selling doughnuts by the dozens."
Basically, all 3 companies are chasing the same dollar.
1. Starbuck's, known for its coffee but always looking for new things to schlock... CDs, foodstuff, crockery etc. Tries to do this by seeing itself as "the third place" i.e. somewhere that isn't your apartment or your office.
Heh. A third place without nicotine or alcohol. No bloody use whatsoever. It really just wants to be an "Edible Pottery Barn". Whatever.
2. Dunkin' Donuts. Coffee's not bad from an American utilitarian point of view. Better than the stuff you buy from the streetcart but not as good as Starbucks. The atmosphere sucks. Screams "franchise". Everything's pink and corporate ("pink and corporate"- can you imagine a worse combination? I can't). The donuts are nothing special, though they do have a lot of choices. It's their coffee which keeps the business viable.
3. Krispy Kreme. You got there for the doughnuts, let's not kid ourselves. They are the most addictive foodstuff on the face of the planet. The coffee is an afterthought. Starbucks and Dunkin' Donuts you go to as part of your morning-routine-boring-commuter hell that is your life etc. Going to Krispy Kreme is regarded as a treat. Something to spoil yourself with.
I could see myself going to a Starbuck's or a Dunkin's on my way to work every day. I couldn't with Krispy's, because of the guilt factor. "Treats" are for once-in-a-while, remember? But holy smoke, are their doughnuts amazing or what?
Krispy Kreme have already figured out that they need to get the coffee thing right, then they'll take over the world. Hence they just hired a master coffee roaster. Because once they get the coffee up to gourmet standards then yuppie scum like myself can start going there every day without the guilt-trip.
"I just go there for my morning coffee" will become the new "I just read it for the articles".
HAH wadda Americanz (US spelling) know about coffee? Most think a Barista is a new Euro compact. Then there's Starbucks - sheesh couldn't be mistaken for a young man just off the reservation wearing a suit from WalMart - could it? What a stupid name... and worse coffee. What a tired non-event - how did coffee ever become part of hegemony. America has done more to reinforce real, good coffee than it realises.... boring!
Posted by: Sam Labourne at April 10, 2004 10:53 PMSam:
geographical location doesn't have shit to do with what you know about coffee. Since you say 'americans,' I'm assuming you're referring to the 'united states,' and not including the rest of the american continent. I'm not sure about mexico, canada, or the rest of them, but south america grows and makes excellent coffee.
a "barista" is a fancy, corporate word that is used far and wide in the united states as well as across the globe for whomever works behind the counter at a coffee shop. Of course, you wouldn't know this, making your blind assumptions about americans from your tiny hole in the wall that I know nothing about, either.
You're an idiot.
Otherwise...
Hugh, I love what you do. It gets me through the work day.
Posted by: Laurelei at September 3, 2004 5:31 AM