Slam Dunkin': LeBron James signs doughnut deal

Can the NBA superstar help boost sales in Asia?

By Trefis Mar 9, 2012 3:29PM
Image: Baker (© Blend Images/SuperStock)Soon after announcing plans to launch Dunkin' Donuts stores in India by June 2012, Dunkin' Brands Group (DNKN) has signed a multi-year, multi-million-dollar deal with National Basketball Association superstar LeBron James to promote coffee and ice cream in Asia. 

The company chose James since basketball enjoys huge popularity in Asian countries, especially China. 

Dunkin' Brands has close to one-third of its global stores in Asia. Moreover, the company plans to open another 250 to 300 in the region in the next two or three years. The international segment contributes 30% to the total stock price, as per our estimates.


Dunkin Brands Baskin Robbins Intl Total Number of Outlets

Although Baskin-Robbins, a Dunkin's brand, has been performing impressively internationally, Dunkin' Donuts' international segment's contribution to the overall stock price remains subdued, primarily due to its low average revenue per outlet (ARO). The ARO for an international outlet is roughly one-fourth that of its value in the U.S.


Dunkin Brands Dunkin Donuts Intl Avg Revenue per Outlet

Meanwhile, the company is also focusing on building a menu catering to the tastes of local populations. Dunkin' Donuts will soon be introducing shredded pork donuts, something unheard of in the West. The company has also been testing other savory products and introducing them country by country. With the Lebron James deal, the company hopes to attract more footfalls and push up the ARO.


Dunkin' Brands owns Dunkin' Donuts as well as Baskin-Robbins. The company competes with McDonald's (MCD), Starbucks (SBUX), Krispy Kreme, Dairy Queen and Cold Stone Creamery to name a few. We estimate a $29 price for Dunkin' Brands, which is in line with the market price.

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