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Dunkin' Looks For Help Creating Next Best Donut

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Mar 18, 2009 12:53 pm US/Eastern

Dunkin' Looks For Help Creating Next Best Donut

CANTON (AP) ―

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Dunkin' Donuts wants to remind its customers that -- yes -- they still sell doughnuts.

After focusing marketing efforts on waffle breakfast sandwiches, smoothies and espresso drinks, the Canton-based chain is launching a new advertising campaign to remind people it still sells doughnuts.

Frances Allen, brand marketing officer, says the yearlong effort will include a $10 million promotional campaign and a contest for customers to design their own doughnut.

The winning doughnut, to be sold in the chain's roughly 8,000 stores nationwide, will be unveiled June 5.

Doughnut sales account for about 12 percent of company revenue. Allen hopes the new push will boost that, helped in part by the fact that 89-cent doughnuts appeal to frugal consumers during a recession.