Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Food & Drink

How Dunkin' Donuts Convinced Californians to Stand in a Massive Line

People lining up on Labor Day for the grand opening of a Dunkin' Donuts store in Santa Monica, Calif.

Photograph by John M. Heller/Getty Images

People lining up on Labor Day for the grand opening of a Dunkin' Donuts store in Santa Monica, Calif.

It was not the newest iPhone or a rare, coveted pastry such as a Cronut that drew a crowd to line up and wait. It was the grand opening—at 5 a.m. on a Tuesday—of the very first Dunkin’ Donuts (DNKN) store in Southern California. Media accounts trace the origins of the line to Sunday night.

Perhaps Californians (and the East Coast transplants who grew up with the chain) are desperate for Coolattas and Munchkins. Still, Dunkin’ offered additional incentives to help ensure a line-waiting spectacle. The first person to queue outside an Apple Store (AAPL) leaves with the new iPhone; the first person in line for Santa Monica’s latest fast-food chain gets a year of free coffee. Dunkin’ also promised lesser freebies to the first 100 customers, a marketing effort that appears to have been remarkably effective.

This isn’t even the first Dunkin’ Donuts location in California. The company recently opened a restaurant in Modesto, up north, and plans to open about 200 restaurants in California over the next several years—and someday to have more than 1,000 in the state.

Here’s a very dark video of the line in Santa Monica before sunrise:

And here’s how one particularly zealous customer expressed her devotion.


Wong is an associate editor for Bloomberg Businessweek. Follow her on Twitter @venessawwong.

blog comments powered by Disqus