By Bhagyashree Singh, Founder – Merakii Group
When you think of Dunkin’, you imagine that perfect combo of coffee, donuts, and an all-American chill vibe. But in India—a land of chai, street snacks, and deep-rooted food rituals—how do you make a Western breakfast brand feel native, relevant, and irresistible?
At Merakii Group, we specialize in decoding global brands for Indian hearts and habits. If I were steering the marketing strategy for Dunkin’ India, here’s how I’d turn it from a silent player to a daily ritual.
1. From Donuts to Daily Cravings: Reposition the Core Offering
Mistake So Far
Dunkin’ entered India with the wrong hero: the donut. Unfortunately, donuts are not a staple, not a snack, and not filling enough to justify the price point for most Indians.
✅ Merakii Move:
Reframe Dunkin’ as “India’s most playful snack café” – where the food is quirky, delicious, and shareable. Elevate value meals, loaded burgers, fusion bites, cold brews, and mini donuts for group snacking.
2. Go Local Without Losing Cool
Insight:
India’s Gen Z wants global aesthetics with local relatability.
✅ Merakii Move:
Introduce regional limited-edition flavors: Malai-Choco Donut, Cold Filter Kaapi Brew, Gulab Jamun Glaze. Name combos using local lingo: The Bhukkad Box, Bun Maska Binge, Adda Special Deal.
Fusion sells—especially when done with humour and heart.
3. Reinvent the Brand Voice: Desi, Digital & Disruptive
✅ Merakii Move:
Embrace Desi Gen Z tone in all digital content. Think memes, reels, witty one-liners. Examples: “A donut a day keeps the mood swings away.” “Biryani has competition. It’s called Dunkin’ Loaded Burger.” “Mood: chai peene ka, but ordered a cold brew. #Adulting”
Let the voice be fun, fearless, and unapologetically young.
4. Dunkin’ = Drop-In Culture
✅ Offline Strategy:
Convert Dunkin’ outlets into pop-culture hangouts—gaming nights, open mic collabs, donut decorating battles, and influencer pop-ups.
Partner with college fests, e-sports brands, and creator-led communities. Introduce Rs. 49 chai + mini donut combos for college students between 4–6 PM to create footfall-led loyalty.
Make Dunkin’ the new CCD 2.0—cool, casual, but not cliché.
5. Build Loyalty Through Digital Gamification
✅ Merakii Move:
Launch Dunkin’ Drops—a loyalty program that gives points for repeat visits, reels featuring Dunkin’, and referrals. Partner with food delivery apps to give “craving coupons” valid post 8 PM for binge hours. Introduce a #DunkinAfterDark campaign for late-night delivery.
6. The Real Hero? The Cold Brew Culture
Dunkin’s cold brews and blended beverages are world-class. In India’s climate and café culture, these can be the next viral hook.
✅ Merakii Move:
Rebrand coffee as energy fuel for creators. Launch a “Chill, Create, Caffeinate” sub-brand for their beverages featuring India’s rising content creators, musicians, and designers.