洋品牌的中国生意经

唐恩品牌

    说到创新，唐恩品牌（Dunkin’ Brands）的行政总厨斯坦•弗兰肯塔乐的秘方是，以创新的方式创造熟悉的产品。唐恩公司进入中国市场时，他也采取了同样的方式，于是便诞生了各种创新品牌，如布丁甜甜圈、Asian Everything 百吉饼（可抹上芝麻、芥末和紫菜等配料），以及充分利用消费者对新鲜水果的喜爱开发的抹有鲜奶油和草莓的蛋糕甜甜圈。他说：“我们并不是简单的复制，而是抓住这些香气、口味和新鲜感，把它们变成唐恩的独家美食。”

    唐恩都乐（Dunkin' Donuts）仍然提供核心菜单中的食品，如唐恩纯品咖啡、波士顿鲜奶油甜甜圈等，但中国消费者还能品尝到泡沫红茶，以及木瓜和榴莲味的甜甜圈，而不是在美国出售的树莓或苹果桂皮。弗兰肯塔乐说：“到店铺消费的中国消费者会被品牌的西式风味所吸引。但他们在选择一些不太熟悉的食品时，也需要在心理上感觉更舒服。如果消费者喜欢芒果，店里又恰好能提供芒果味的甜甜圈，而不是苹果桂皮或者消费者不熟悉的口味，那么即使消费者没有吃过甜甜圈，他们也更有可能买一个尝尝。”

    弗兰肯塔乐称，甜咸口味在全球成为一种大趋势，而这种口味其实早已经融入到亚洲菜肴当中。唐恩针对中国消费者的口味偏好，限时推出了风味小点心。消费者可以点原味的小点心，同时选择三种美味的香料——咖喱味、烤肉味和披萨味。店员会将香料放到袋子中，再放入小点心，然后一边摇晃袋子，一边重复：“吃前摇一摇”。然后店员将袋子递给消费者，而消费者也会照着店员的做法，继续摇晃他们的小点心。弗兰肯塔乐说，这款源自中国的产品最终在美国也取得成功，不过“要风靡全球可能还需要更长的时间。”（财富中文网）

    译者：刘进龙/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."