Despite battles with the economy during the 2008 economic recession, Dunkin’ Donuts profited. An article by Jake Pearson a daily news writer reported that Dunkin’ added 88 stores in five boroughs of New York with a citywide amount of 429 stores, on the other hand, Starbucks made about 258 (2009). The recession affected consumers who sought for cheaper means for coffee to save, for example, customers see Starbucks as upscale and expensive. Some even bought their coffees and brew at home. On the other hand, Dunkin’ spends more on adverting, promotions and new stores, Dunkin and McDonalds seize the market environment and the opportunity targeting Starbucks customers (Glover, 2009). Furthermore, Dunkin’ introduced new breakfast specials and according
