Debating Bake Off/Bake On
36 of roughly 2,100 Dunkin’ Donuts in the Northeast make doughnuts from
scratch in stores.
of one store in Weymouth, Mass. bake their doughnuts on the premises
and believe it provides them with a competitive edge by giving them greater
control over production costs and enabling them to offer a wider selection
(35 items) than stores supplied by commissaries (20 items).
McLaughlin and Sharon Holdcraft who run the store told The Boston
customers bypass other Dunkin’ Donuts and drive to their shop even though
it is farther away.
go to any of the others. They have the best jelly doughnut out there,’
said Mary Crowley, one of those customers who puts more miles on her
car to buy the sisters’ doughnuts.
Dunkin’ Donuts franchisees choose to go the commissary route, Stuart
Morris, president of QSR Consulting Group, understands the attraction
of goods baked in stores.
are an indulgent and ‘sinful’ purchase that we all love,” Mr. Morris
told the Globe. “Having
them made fresh is a statement of quality to the product and a reward
to the consumer. It is no wonder that this Dunkin’ Donuts is among the
busiest in the country.”
Weymouth store’s success, the simple fact is that having doughnuts baked
elsewhere and shipped in is less expensive than the do it yourself variety.
Questions: Are stores being short-sighted by focusing on the savings
of bake-off operations rather than the marketing and customer experience
value of baking in stores? Do you see any scenario moving forward where
baking will be done more on-premises than off?