唐恩品牌

????說到創新，唐恩品牌（Dunkin’ Brands）的行政總廚斯坦?弗蘭肯塔樂的秘方是，以創新的方式創造熟悉的產品。唐恩公司進入中國市場時，他也采取了同樣的方式，于是便誕生了各種創新品牌，如布丁甜甜圈、Asian Everything 百吉餅（可抹上芝麻、芥末和紫菜等配料），以及充分利用消費者對新鮮水果的喜愛開發的抹有鮮奶油和草莓的蛋糕甜甜圈。他說：“我們并不是簡單的復制，而是抓住這些香氣、口味和新鮮感，把它們變成唐恩的獨家美食。”

????唐恩都樂（Dunkin' Donuts）仍然提供核心菜單中的食品，如唐恩純品咖啡、波士頓鮮奶油甜甜圈等，但中國消費者還能品嘗到泡沫紅茶，以及木瓜和榴蓮味的甜甜圈，而不是在美國出售的樹莓或蘋果桂皮。弗蘭肯塔樂說：“到店鋪消費的中國消費者會被品牌的西式風味所吸引。但他們在選擇一些不太熟悉的食品時，也需要在心理上感覺更舒服。如果消費者喜歡芒果，店里又恰好能提供芒果味的甜甜圈，而不是蘋果桂皮或者消費者不熟悉的口味，那么即使消費者沒有吃過甜甜圈，他們也更有可能買一個嘗嘗。”

????弗蘭肯塔樂稱，甜咸口味在全球成為一種大趨勢，而這種口味其實早已經融入到亞洲菜肴當中。唐恩針對中國消費者的口味偏好，限時推出了風味小點心。消費者可以點原味的小點心，同時選擇三種美味的香料——咖喱味、烤肉味和披薩味。店員會將香料放到袋子中，再放入小點心，然后一邊搖晃袋子，一邊重復：“吃前搖一搖”。然后店員將袋子遞給消費者，而消費者也會照著店員的做法，繼續搖晃他們的小點心。弗蘭肯塔樂說，這款源自中國的產品最終在美國也取得成功，不過“要風靡全球可能還需要更長的時間。”（財富中文網）

????譯者：劉進龍/汪皓

Dunkin' Brands

????When it comes to innovation, Dunkin' Brands executive chef Stan Frankenthaler's mantra is to create familiar items with a twist. He takes the same approach when it comes to China, which has led to products such as pudding doughnuts, Asian Everything Bagels (topped with ingredients like sesame seeds, wasabi, and seaweed), and premium cake doughnuts filled with whip cream and strawberries to capitalize on the popularity of fresh fruit. "We're not trying to duplicate," he says. "We're trying to capture those aromas, flavors, and excitement and make it something uniquely Dunkin'."

????Dunkin' Donuts still offers its core menu--items like Dunkin' Original Coffee, Boston Kreme Donuts--but in China you'll also find bubble tea and doughnuts filled with papaya and durian rather than the raspberry or apple cinnamon you'd find in the U.S. "Customers who come into the stores in China, they are intrigued by westernness of the brand," Frankenthaler says, "but they also need to feel comfortable ordering things less familiar. You're more likely to try a doughnut if you've never tried doughnut before if it has mango filling and you love mango than if it's apple cinnamon and you don't know what that is."

????Frankenthaler says a sweet-and-salty flavor profile is becoming a huge trend globally, but it's already built into Asian cuisine. Dunkin' played off the taste preference in China with a limited time offer of spiced Munchkins. Customers could order plain Munchkins and choose between three savory spices—curry, barbeque, and pizza. The crew would put the spices into a bag, add the Munchkins, start shaking the bag while repeating "shake, shake, shake," and then hand it over to the customer who was encouraged to continue shaking up their Munchkins. Frankenthaler says that the products that originate in China will eventually make it to the U.S., but "it might take longer for that one to come back around the world."