Dunkin’ Donuts hires NBA star to endorse its savory treats for Chinese consumers.
International food chain Dunkin’ Donuts has recently announced a multi-year advertising agreement with NBA star LeBron James to endorse its products in China. In addition to the sweet glazed treats, the company will also introduce savory shredded pork donuts to cater to local tastes. Nigel Travis, CEO at Dunkin’ Brands Group, explained that:
Donuts are a very flexible product. You can do savory donuts, you can do donuts with shredded pork – that’s in China. We also have a range of other savory products that we have been testing and introducing country by country.
Currently, Dunkin’ Donuts has over 150 stores in China and plans to open another 100 stores in the next two to three years. Both LeBron James and pork-flavored dough treats seem to be highly popular among the general population in China, and could be a winning combination for Dunkin’ Donuts.