Dunkin' made people fall in love with its merch despite a menu that's decidedly mid. That's different from Starbucks.
Dunkin' gave away free tote bags this week if you bought donuts. I had to get one. The chain uses merch in a way that's different from Starbucks.
Dunkin' gave away free tote bags this week if you bought donuts. I had to get one. The chain uses merch in a way that's different from Starbucks. Thi
Read Full Story at Business Insider Mkt →Why This Matters
The rise of Dunkin' as a cultural touchstone through limited-edition merch reveals a shift in how legacy brands compete in an era dominated by experiential marketing. Unlike traditional fast-food chains that rely on menu innovation, Dunkin' is betting on emotional resonance—turning disposable purchases into collectible moments. This strategy could redefine how quick-service brands measure customer loyalty beyond taste alone.
Background Context
Dunkin' (formerly Dunkin' Donuts) has long operated in Starbucks' shadow, struggling to shed its blue-collar, coffee-and-donut reputation. While Starbucks built its empire on third-place spaces and premium pricing, Dunkin' has historically prioritized accessibility and speed. Yet in recent years, it has quietly cultivated a cult following among Gen Z and millennials through viral merch drops, despite a menu often dismissed as unremarkable.
What Happens Next
If Dunkin' continues to leverage merch as a primary driver of engagement, it could force rivals to rethink their own marketing playbooks—especially as traditional advertising loses impact among younger consumers. Observers will watch whether this approach translates to sustained foot traffic or remains a fleeting trend. The chain’s next move—expanding merch collaborations or doubling down on menu revamps—will signal its long-term strategy.
Bigger Picture
This marks a broader pivot in consumer goods: branding now competes with product in driving purchases, particularly among demographics that prioritize shareable aesthetics over substance. The success of Dunkin's tote bag giveaway reflects a larger cultural shift where ownership of branded items trumps the experience of the service itself—a phenomenon already visible in fashion, tech, and even grocery retail.
