Engineer finds a goldmine in Dunkin' Donuts

MANILA, Philippines - Twenty years since selling his first donuts in his hometown of Sta. Maria, Bulacan, engineer Efren Martinez still regards his Dunkin’ Donuts franchise as a blessing in so many ways.

In 1989, Martinez, head of his own subcontracting company and newly retired from the construction firm FF Cruz & Co., entered a most unexpected venture: selling Dunkin’ Donuts. Apparently, a family friend convinced him to become a dealer of the popular American coffee and donut chain.

Martinez, who was familiar with the brand and a fan of the cream-filled Bavarian variant, decided to go for it. He certainly had the right frame of mind for an entrepreneur: “It was the time of coups d’etat but I was very aggressive about leaving my former employer,” he recalls. “It was as if I could take the world in the palm of my hand.”

Friends, nevertheless, expressed concern about him opening a Dunkin’ Donuts outlet in his hometown of Sta. Maria, Bulacan, a place with a single commercial bank back then. Still, Martinez, who knew that the only other Dunkin’ Donut branches were in Pampanga and Pangasinan, persisted. “I have a strong feeling,” said Martinez, who invested P200,000 in his maiden venture. “Maraming pera dito!”

His hunch proved right. On Dec. 1, 1990, its first day of operations, his branch sold a whopping 50,000 donuts. Sales were so brisk even the Caloocan kitchen, which supplied the branch, could not keep up with the demand. “Ganoong kalakas ang donut noon,” says Martinez gleefully. “Goldmine ito!”

Martinez was tapped by Golden Donuts, Inc. (GDI), the Philippine licensee of Dunkin’ Donuts USA, to take charge of franchises in all of Bulacan. Viable business that it is, managing a famous international coffee and donut chain, he says Martinez, is also challenging. First, there’s the product’s shelf life: a Dunkin’ Donuts donut has a 12-hour “optimum product lifespan,” so donuts that aren’t sold are immediately disposed of. Not because they’re spoiled, clarifies Martinez, it’s just that Dunkin’ Donuts would like its customers to enjoy its very best products.

There are also no days off in this venture, which thrives during Holy Week, Christmas, New Year, Valentine’s Day, and other official holidays. “November 1 is Dunkin’ Donuts Day,” chuckles Martinez from experience. “This is a 365-day business, so if you like to travel or go out of town on the weekends, you have to have people looking after it.”

As for the benefits of operating a Dunkin’ Donuts outlet, expect Golden Donuts, Incorporated to be a supportive business partner every step of the way. Franchisees and their crew undergo GDI-organized Standard Operations Training Programs, comprehensive seminars on the ropes of running a Dunkin’ Donuts outlet. They’ll also assist you with grand store openings, the best locations for your business based on meticulous research, marketing ideas, even sales strategies designed for your specific area. “This is a very hands-on business,” says Rosanna Ledesma, GDI business development director. “You need the commitment, dedication, passion, and hard work to succeed.”

For Martinez, the business he boldly took on almost 20 years ago has become more than a successful business venture, though he points out that if he did decide to give up his Bulacan franchise at this very moment, “someone would take it even before the day ends.”

Dunkin’ Donuts offers exciting franchising opportunities to interested entrepreneurs and groups. For more information on opening your own Dunkin’ Donuts outlet, call 633-0664, 631-1370, 637-7044 or visit www.dunkindonutsfranchise.ph.