Dunkin’ Donuts’ decision to adopt a more progressive corporate approach has allegedly cost the company nearly $1 billion. According to industry analysts, the company’s shift towards a “woke” agenda led to a significant loss of revenue, with the company’s stock taking a substantial hit in the recent quarter.
The company’s attempt to appeal to younger and more progressive audiences through inclusivity and LGBTQ+ pride-themed promotions ultimately backfired. Longtime supporters of the brand felt alienated by the company’s newfound focus on politics, with one customer expressing their disappointment, saying, “I used to love Dunkin’ for its simplicity—coffee, donuts, and no politics. Now I feel like I’m being lectured with every new ad. It’s just not the Dunkin’ I grew up with.”
Experts believe that the company’s mistake was forgetting its core customer base in an attempt to chase a trend. As Sarah Johnson, an industry analyst, noted, “Dunkin’ made the mistake of forgetting who their core customers were. They tried to chase a trend that ultimately didn’t resonate with the vast majority of their loyal customer base.”
A senior executive at Dunkin’ Donuts echoed this sentiment, stating, “It was the biggest mistake of our life. We thought we could appeal to a broader market, but in doing so, we’ve lost the very people who made Dunkin’ a household name.”
In an effort to rebuild its reputation, the company has reintroduced promotions such as “Buy One, Get One Free” deals and reward programs designed to benefit loyal, long-term customers. However, the company still faces backlash from some customers, including a number of MAGA supporters who have boycotted the brand.
The boycott stems from emails sent by the company to Rumble chief executive Chris Pavlovski, which alleged that Dunkin’ Donuts declined to advertise with the platform due to its “right-wing culture” being “too polarizing.” This controversy has sparked intense debate, particularly among conservative customers.
Dunkin’ Donuts is not the first company to face backlash for embracing progressive values. Last year, Bud Light’s partnership with transgender activist Dylan Mulvaney sparked intense controversy, particularly among conservative customers.
