Nation’s Restaurant News reports that Dunkin’ Donuts has inked a deal with stadium foodservice provider Legends Hospitality Management to become the official coffee of the Dallas Cowboys, Dunkin’ officials said this week. It is a move that will help the Northeastern brand gain a larger foothold in the chain’s emerging markets, the company noted.
As part of the deal, Dunkin’ Donuts will serve hot and iced coffee, hot chocolate and iced tea at 18 “pouring stations” in the new Dallas Cowboys stadium, which opened Sept. 19, and is managed by the Newark, N.J.-based Legends group.
Exposure at the new stadium is a good strategy for increasing the brand’s visibility in Dallas, where Dunkin’ Donuts currently is making a push for more stores as it expands westward, said Andrew Mastrangelo, a spokesman for Canton, Mass.-based parent company Dunkin’ Brands. Dunkin’ currently has 35 stand-alone stores in Texas, with 20 of those based in the Dallas-Fort Worth area. It has more than 8,800 restaurants in 31 countries worldwide.
“This partnership provides visibility for us to attract new customers and serves as a reminder for people who grew up with us to find us again in Dallas,” Mastrangelo said. “The pouring stations throughout the stadium will provide an opportunity for us to get our coffee into the hands of many people who have never experienced our brand before. Dallas remains an important market for us as we continue our steady westward expansion.”
In addition to acting as official coffee provider for the Cowboys, Dunkin’ Donuts has similar deals in play with such professional sports teams as the New York Yankees, New York Mets, the Boston Red Sox, Boston Celtics and Boston Bruins.