Click here to preview the new Fast Company

Want to try out the new

If you’d like to return to the previous design, click the yellow button on the lower left corner.

Don't Eat the Donut?

Last Thursday I was on Court Street in Brooklyn. I stopped at Dunkin' Donuts for a snack. I was shocked to see the price of a doughnut was now 75 cents. Then yesterday, my wife and I stopped at a Dunkin' Donuts for a drink, this time on Brighton Beach Avenue. The cost of a Boston creme? This time it was 83 cents.

Five years ago some Dunkin' Donuts were charging 55 cents and others were charging 60 cents per doughnut. Rising prices are expected in their war against Starbucks. I am just curious why there's such a disparity. Dunkin' is a franchise. Do owners set the price point? Does the company have a policy of charging different amounts in different locations? Both stores were in Brooklyn; I wonder how expensive it'll be here in Manhattan.

If the owner sets the price, should a franchise be allowed to have such leeway? Do you think it is fair to charge more in certain areas? How much is a Dunkin' doughnut near you?

Add New Comment


  • Dr. Wm. L. Wiley

    What we have here is a false premise derived from associating two truisms to a false conclusion: True Proposition one is that eating fried dough is mindless and misinformed. True Proposition two is that the "middle class" voted for George Bush. The false conclusion, however, is somehow that middle class people are mindless and misinformed.

    Truth be told: The landslide victory of George Bush in 2004 told a huge demographic tale. The only areas that Democrats carried were cities with huge populations of lower class, undereducated, government-dependant and disenfranchised minorities. Overwhelmingly cities like New York, Philidelphia, Miami, Chicago, Los Angeles, and metropolitan Washington D.C., voted for Kerry. Those who believe that the role of government is to protect our liberty, and not be "Uncle Caretaker", voted for Bush and yes many of us are "middle class".

    I remind our writer that those of us that are "middle class" are the entrepreneurs and economic movers who hold the intellectual and economic capital of the future in our hands.

    Second...and most disturbing of all is the manner in which the middle-class is villified as being mindless. The creation of a middle class ensures upward mobility and gentrification in each stratified subdivision of the Socio economic status quo. Or hasn't our little-minded writer remembered the lessons of the Soviet Union, China, and how capitalism lifts the entire country's poor from standing in breadlines and soup lines...and puts their future squarely back in their own hands?!

    The thinking of the author who in such elitist terms pits the "haves" against the "have-nots" wrongly concludes that "we are the smart ones...who eat right, and who vote liberally"

    The only thing worse than believing a false premise is true, is actuallly spreading the confusion. Such foolish ideas and ideologies, regarding socioeconomic implausibilities are shared with others who do not understand the laws of supply and demand. Those who are equally under-educated regarding business and so gullible to believe that if we just pass more taxes and limit free trade then we can all just hide our heads in the sand and all will be right with the world......


  • Fat Boy

    I'm middle class with an einsteinian IQ, vote democrat, but I eat fried dough (in several forms including doughnuts) it's good to me and for me (at least from a survival based metabolism point of few with its highly concentrated calories from both sugar and fat). My body may be 100 pounds overweight and in the wrong shape for A&F clothes, but when Bush is finished wrecking the economy I'll be able to survive any famine that ensues. And, if I die early I miss out on being pissed off about the obscene amount of money that I've paid into SS that I will never see when I get old enough to collect, (that, and the thrills of retirement community life).
    As for the economics of doughnut purchases, by the dozen KK are about $.45 each (up recently from$.42 each). $5 dollars for the three doughnuts I eat is a steep price to pay unless you take into the consideration the value of the goodwill that giving away 9 hot doughnuts can earn in the average office.

  • DT

    Wow. "... same middle class morons ..."

    Way to jump in with both feet insulting the majority of country, including Kevin Ohannessian - who wrote the article because he and his wife purchased doughnuts. Perhaps you should run for office, prove how much smarter you are, and then establish a nanny state that makes sure we all eat properly and use the correct fork for our salads. Incidentally, I voted for Bush, but don't eat doughnuts.

    Ad hominem attacks and snooty elitist attitudes are what keep politicians that employ them out of office.

    On the original topic, the costs of business in different areas (like rent) are going to be different and that should be reflected in the prices locally rather than spread to other areas. Spreading around the extra expense will simply harm those stores located in the lower rent districts. The current pricing scheme seems fine to me.

  • Jimbo Jones

    I couldn't give you any better evidence of the dumbing of American than the fact that stores like Dunkin Donuts, Krispy Kreme and Starbucks are thriving. Who still eats donuts in this day and age knowing what we know of the health effects of eating fried dough? Probably the same middle class morons who vote for George Bush.