Brand of the Day: Dunkin’ Donuts Is Making a Croissant Donut, but Don’t Call It a Cronut

It's totally new!

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Next Monday, Dunkin' Donuts will roll out a croissant-donut hybrid across the U.S. But if you think the chain is copying the now-famous cronut from New York-based bakery Dominque Ansel, think again. 

"Are we copying a specific bakery in New York? The answer is no," John Costello, president of global marketing and innovation for the company, told the Associated Press.

Costello says bakers all over the country have been experimenting with the croissant donut mixture for the past two decades and that Dunkin' is constantly tracking these trends. Right. And Dunkin' apparently already has a hybrid version in South Korea called the New York Pie Donut. 

At any rate, the cronut-like pastry will be available for $2.49 in Dunkin's roughly 8,000 locations for a limited time. Oh, and it'll be topped with the same sugary goo that's used for the shop's glazed donut, but don't expect any creme filling. At least, not yet.  

Social Media Profile (as of Oct. 29, 2014)

Facebook Likes: 12.5 Million

Twitter Followers: 789,000

Instagram Followers: 201,185

The brand uses its various social media channels regularly to announce deals, reward possibilities and new products. The brand uses similar content across all channels, but the way it interacts with fans on each seems to differ. On Twitter, the brand replies often to happy or annoyed customers, while on Facebook, random complaints (a recent one noting that the chain's "eggs are disgusting" wasn't met with any reply) don't gain as much traction. 

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.
Publish date: October 29, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT