Dunkin' Pushes...Donuts

By Polly Davis Doig,  Newser Staff
Posted Jun 1, 2009 1:15 PM CDT
In this Tuesday, Feb. 12, 2008 picture, shift leader Asma Attaoui holds a rack of donuts at a Dunkin' Donuts franchise in Boston. It's time again to make doughnuts.   (AP Photo/Lisa Poole)
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(Newser) – America may run on Dunkin', but the working-man's coffeeshop would like to remind recession-slapped Americans about the cheap, sugary goodness of the other end of its name. After a decade of emphasizing coffee—which fuels 60% of the chain's revenue—Dunkin has decided it's time to make the doughnuts pay via a $10 million marketing push, reports the Boston Herald.

It may be a well-timed move. Americans worry less about carbs when the chips are down, and "it’s not like going to the Cheesecake Factory and spending $7-plus for a slice of cheesecake," says one consultant, who suspects rival Starbucks' slow-down has taken some of the heat off coffee, allowing Dunkin' to "begin to focus on doughnuts again."