Dunkin' Donuts partners with Grofers for online doughnuts delivery

American doughnut chain Dunkin' Donuts has partnered with online grocery delivery platform, Grofers, to deliver its packed products at consumer's doorstep.
Dunkin’ Donuts

Foraying into packed products for the first time in India, the American doughnut chain Dunkin’ Donuts has partnered with online grocery delivery platform, Grofers, to deliver its packed products at consumer’s doorstep.
"This is our first attempt at a packaged product," said Dev Amritesh, President and Chief Operating Officer at Dunkin' Donuts India, promoted by Jubilant Food-Works. "A grocery styled concept like Grofers is a good go to market option for us other than our own stores," he said.
Amritesh said the move will help Dunkin' in its packaged foods initiative as well as its regular donuts delivery. "This is our attempt to create a new category and be an option on the pantry shelf," he said.
With a shelf life of almost two months, the doughnut maker has just introduced some packaged products such as donut cakes.
While Grofers will deliver only fresh donuts to begin with, Dunkin' Donuts officials said the chain is open to the idea of scaling it up to its other menu items subsequently. It is a first for a quick service restaurant to tie up with a grocery delivery platform. Dunkin' Donuts has moved beyond its core product, doughnut, to other options such as burgers to boost consumption in an otherwise subdued eating out market.
"We see the donut category as a platform and our approach is to bring much-needed innovation to grow the category. This is our attempt to democratise the premium cake segment," Amritesh said. Industry experts said the move underlines the need for brands in the eating out restaurant space to innovate and keep consumption moving in a stressed market. 

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