Donuts (or doughnuts) have yet to grow on the conventional Indian palate — a truth that Dunkin’ Donuts, America’s doughnut chain realized since it started shop in India two years ago. Many Indians just don’t like doughnuts, and even the ones that like them are unlikely to buy them by the dozen.
The Massachusetts-based chain has had to radically rework its menu in India and re-brand itself through an advertising campaign to let consumers know it offers more than a Bavarian Cream and coffee. In India it now has almost as many burgers on the menu as McDonald’s. All its burgers in India, like McDonald’s, are beef-free.
Dunkin’s decision to put burgers on the menu for the first time anywhere underscores challenges international chains can face adapting to cultural differences.
