Dunkin’ Donuts tries again to woo Mérida

Dunkin’ Donuts returns to Yucatecan territory today. Photo: Sipse

Mérida, Yucatán — Almost seven years after a failed attempt to get Yucatecans to dunk donuts from a New England restaurant chain, a grand opening in Col. Buenavista was a display of Yankee tenacity.

Dunkin’ Donuts’ first of many new franchises in the region opened at 7:30 this morning. But perhaps the opening of a U.S. donut franchise in Yucatán has lost some of its novelty. Sipse reports that the the influx was less than expected.

North Carolina-based Krispy Kreme opened on the Paseo de Montejo in 2015, and Ontario’s Tim Hortons announced recently its own expansion into Mexico.

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The new Dunkin’ Donuts store, on Circuito Colonias 140, Col. Buenavista — near the Renault dealership, between Technologica and Montejo — awarded prizes to their first 50 customers. A roulette wheel determined whether they won free donuts, souvenir cups or glasses.  

Dunkie’s, as it is known in its home turf, will be open daily from 7:30 a.m. to 11:30 p.m.

Dunkin’ Donuts in Col. Buenavista: How to get there.

The new Mérida store is just one of the 100 that the chain plans to establish in five Mexican cities.  As in the U.S., Dunkin’ Donuts here feature a wide range of hot and iced coffees, lattes, espressos, cappuccinos, teas, frozen drinks, croissants, donuts and sandwiches.

Dunkin’ blames their previous failure on a franchise partner that didn’t understand the brand, poor marketing, and a limited menu. This time, the menu will cater to local tastes: an English muffin with Manchego and chorizo, for example.

Established in Canton, Mass., in 1960, Dunkin’ Donuts has more than 11,700 locations in 43 countries around the world.

Aside from Krispy Kreme, other chains like La Parroquia and El Globo have successfully satisfied Mérida’s sweet tooth. 

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