I live in the exurbs of Boston (minutes, in fact, from Snoopy like Dunkin’ Donuts shirt Scott Brown’s hometown of Wrentham), and Dunkin’ Donuts is ubiquitous here. There are three within a five-minute drive of my apartment. I commute to Cambridge, where DD and Starbucks coexist — the class difference in their clienteles is dramatic and obvious. Central Square in Cambridge tends to host crowds of construction workers, painters, and other blue-collar types waiting for the bus alongside streams of office workers and Harvard/MIT kids; almost to a man, you can identify them by their coffee choice. I’m not suggesting that class is the primary motivator of DD purchasing, of course, but it is clearly an element.
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It depends on where you live. I used to live in Florida and seeing the sign “Snoopy like Dunkin’ Donuts shirt fresh donuts” was always guaranteed to get my car turning without any say-so from me. I now live in Massachusetts, where the nearest Krispy Kreme is in Connecticut. That being so, and me not driving means I am stuck with Dunkin. I have not had a donut in years. But a few hours difference in the “fresh donut” sign makes a world of difference in even KK. It is the freshness of the of KK donut, with the dough still hot from the fryer and the icing there but invisible because it was soaking into the donut that makes KK irresistible.