Dunkin’ is returning to a mature Canadian breakfast market defined by entrenched routines and strong incumbent brands. Despite these barriers, our research suggests there is meaningful room for Dunkin’ to establish a foothold.

Our national survey of Canadians found that consumers are more open to Dunkin’ than their existing habits might suggest. While 63% are loyal to their current morning stop, 56% would try Dunkin’, rising to 75% when a location is within five minutes reach.

Dunkin’ enters from a position of strength. More than half of Canadians recognize the brand unprompted and 46% have visited before, reducing the challenge of building awareness and encouraging initial trial. Firsthand experience appears to strengthen perceptions of the brand. Consumers who have visited Dunkin’ rate it materially more favourably than those who have not, suggesting trial has the potential to translate into repeat consideration.

Convenient locations and a compelling value proposition will be critical to converting consumer interest into sustained frequency in a market where incumbents are well established.

Our research suggests that Dunkin’ has room to play in Canada. The question is whether it can turn Canadians’ willingness to try into a lasting place in their morning routines.

Read our full report for the findings behind Dunkin’s Canadian opportunity.

For more detailed insights please contact:

Liam Johnson: [email protected] 

David Saffer: [email protected]

Methodology

Designed and deployed by SATOV Consultants, the survey was conducted online between June 26 and July 8, with a sample size of 770 Canadians, 18 years or older, using SATOV’s online panel. A probability sample of the same size would yield a margin of error +/- 3.6%