Dunkin' pauses ops for 19 outlets in SG as holes emerge in operations

American donut chain Dunkin' is temporary closing 19 of its stores in Singapore, effective 23 February. Dunkin' cited "operational issues" for the closure but did not offer further details. It added that the health of its customers and teams is its top priority and apologised for the inconvenience caused. The brand is also in the midst of refunding customers for outstanding orders. 

Additionally, in response to a Facebook user, Dunkin' said while it is unable to advise a re-opening date at this time, it expects this disruption to last about a week and once again apologised for the inconvenience caused.

https://www.facebook.com/dunkindonuts.sg/posts/1961455060701667

According to its website, Dunkin' has been serving Singapore consumers since 2009 with the launch of its first store in ION Orchard. It currently has stores in AMK Hub, Hillion Mall, JCube, Causeway Point, City Square Mall, Jewel Changi Airport, and Jurong Point, among others.

Since the Facebook post yesterday, netizens were quick to show concern for the brand, with one user asking the staff members to care for themselves, while another asked for the donut chain to stay safe. Meanwhile, there were users who attributed the possibility of the temporary closure to staff from the central kitchen catching COVID-19. MARKETING-INTERACTIVE has reached out to Dunkin' for additional information regarding the temporary closure. 

Separately, a check by MARKETING-INTERACTIVE found that it was still business as usual for the Dunkin' outlets in Malaysia and Indonesia. Dunkin' expanded into the Malaysia market in 1987, opening its first outlet at Jalan Bukit Bintang, Kuala Lumpur. Whereas for Indonesia, the brand launched its first store in 1985 at Jalan Hayam Wuruk, Jakarta.

In 2018, the donut chain underwent a brand refresh by dropping "Donuts" from its name. The move came as the company planned to position itself as a “premier beverage-led, on-the-go brand”. Furthermore, the brand had already been on a "first-name basis” with its fans before the introduction of its “America Runs on Dunkin’" tagline. Aware that its consumers were referring to the brand name as Dunkin', the donut chain decided to bank on the consumer relationship and changed its name. While the word "Donuts" no longer appears in the logo or branding, Dunkin' said previously that donuts were still a significant focus of the brand. 

Photo courtesy: 123RF 

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