Why is Dunkin' Hiring Rachel Ray

Why in all that is donut holey is Dunkin' Donuts hiring Rachel Ray as a spokesperson? Dunkin' Donuts doesn't need any celebrity endorsements, it's whole appeal is being the food of the working stiff, and how does having the omni-present Ray hawking munchkins help anyone? She is more over-exposed than Emeril (she's on the boxes of Ritz and Triscuits in my pantry for some reason) and she, you know, cooks! Isn't the point of going to Dunkin' that I don't have to make my own food, or even my own coffee? Her whole message is how easy it is to cook! So unless the hook will be DIY recipes that have Dunkin' pastries as a main ingredient, I don't quite see the allure of bringing her on-board.

Dunkin' Devotion

This Boston Phoenix article delves into the unique connection between New Englanders and their favorite purveyor of coffee and pastries. Since I moved to the Boston area I have always been a huge fan of Dunkin' Donuts, both from the consumer experience (their stuff tastes good), as well as admiration for the way they do business. I even did my major paper for my MBA on the threat of Starbucks and Krispy Kreme to their dominance. One thing they do mention in the article is that they do switch up their menu depending on locations of their franchises. And although I have seen them on the streets of Rome and the subways of Barcelona, it was only on a recent visit to Puerto Rico that I noticed a difference in their menu, when I treated my family to a pineapple, a guava and a quesito donut on our outing to Fajardo.