Just 18 months ago, Dunkin’ Benelux faced bankruptcy. Today, it’s growing weekly, thanks to a bold new strategy centered on flavor, personalization and data integration.
Flavor as a Growth Engine
Dunkin’ Benelux now leads with flavor, not just for taste, but to build emotional connections. Through cultural research, reviews and focus groups, they craft products that resonate locally like the successful “Dubai Chocolate” donut.
They are also exploring personalized donuts with printed designs for birthdays and special occasions.
Omnichannel, Personalized, and Tech-Driven
After reacquiring the company, founder Nabil Basali launched a full digital transformation. A new website and app now act as a data hub, central to their omnichannel retail strategy.
With a Customer Data Platform (CDP), they merge anonymous and personal data to offer custom promotions using personalized QR codes across kiosks, apps and stores.
A Test-and-Learn Culture
The team focuses on incrementality over attribution, using A/B testing and causal measurement to understand what truly drives growth. Store ownership – unlike a franchise model – gives them full control over data and operations.
Strategic Expansion and Partnerships
With 48 stores in the Netherlands and Belgium and more planned for Luxembourg, Dunkin’ is also investing in DOOH and CTV advertising. Collaborations with brands like Disney further enhance visibility and value.
