Brewing success: the Dunkin’ challenge of strategic rebranding for a competitive edge in the QSR industry

Research methodology This case was developed from secondary sources, including industry reports, news reports, social media sites, books, academic papers and company websites. Case overview/synopsis This case study examines Dunkin’ Donuts’ rebranding strategy, focusing on how the company redefined its identity to respond to industry trends and align with consumer preferences and expectations. Through an analysis of Dunkin’ Donuts’ transformation, this study provides insights into how strategic rebranding can help legacy brands remain competitive and relevant, providing a basis for understanding the strategic considerations, execution and outcomes of its rebranding effort. By analyzing Dunkin’s journey, this study aims to offer practical insights for quick-service restaurant brands seeking to adapt to a modern market while maintaining a strong connection with their consumer base. Complexity academic level This case is intended primarily for use by undergraduates in a variety of courses. It is suitable for courses in Principles of Marketing, Branding and Business Strategy courses covering topics such as brand, branding, marketing strategy and the role of customer expectations and references changes in business.