What if you could combine the excitement of a celebrity, a new brand, and a brand’s signature?
You might not have heard of Duck Donuts franchise, but that’s because it’s a brand without a name.
Its origins lie in the early 1990s, when the iconic brand was acquired by Chipotle Mexican Grill, and it’s grown over the years to become the country’s second-largest fast-food chain, behind McDonald’s.
That brand was founded by longtime Chipotle employee and Duck Donut founder Dan Mullen, who was also the namesake of the iconic Denny’s sandwich chain.
The franchise became a favorite for fast food fans and was named the Fastest-Growing Franchise in the U.S. for a number of years.
It was a popular spot for kids, and many of its customers are millennials, making it a great place to grow a brand, Mullen told Recode.
When asked about how to get the largest fan base for your franchise, Mullan said the franchise’s name was a great way to start, and adding a name to your brand is also key.
“We think about our brand name when we’re building it,” he said.
“When we go to the marketing department and say, ‘We want to get a name like this, we want to do this, or this is how we would like people to remember us,’ it’s very important.”
For his part, Mullin said he thinks branding your brand with a memorable name will be key.
In addition to naming your brand after a famous person or company, Mullens favorite brand-name is Duck Donutz.
“I think it’s probably one of the best-known brands in the world, and I think it has the most loyal customers,” he told Recos.
“If you can really do that, then it’s going to really resonate with your audience.”
Duck DonUT was the first franchise to launch in the United States, and Mullen says that in the decades since the franchise opened, the brand has grown to include a wide range of restaurants in its portfolio, including Dunkin’ Donuts, Burger King, Subway, and Pizza Hut.
The brand’s success in the fast-casual restaurant space is due in part to its dedication to serving customers in a way that makes them feel good about their food, according to Mullen.
“Duck Donuts has really been a part of my life,” he added.
“My whole childhood was a time when my parents worked at Burger King and my parents would go to McDonald’s, and they would eat at Burger Kings and I would have my parents come over to our house and eat at their place.”
As the company’s popularity grew, Mullins family and friends have also grown to become part of the brand.
“As my parents got older, they became friends with the employees, and we were all able to get on board,” he explained.
“It became a family that had a great loyalty to the franchise, and that’s how it was, and then the brand grew and became the biggest in the country.”
Mullen’s family is also a huge fan of Duck Sauce.
He’s also a big fan of McDonald’s signature flavor, and he said he also enjoys the flavor’s ability to attract people.
“The fact that the people at McDonald’s know it’s the best, most popular flavor that’s out there, and people are like, ‘I love it,'” he said, “it’s a really great feeling.”
When asked how he would describe Duck Sauce to his customers, Mullans response was simple.
“There’s a lot of flavors out there that I think you can find a lot more of in the market,” he noted.
“But the best is the one that’s right for your family.”
With that in mind, Mullis said it was important to focus on the franchise as the brand’s core, and to do that you need to focus in on its marketing.
“That’s the biggest challenge that any brand faces in a fast-chain restaurant, and Duck is the best example,” he stressed.
“They’ve got a great reputation for serving great food.
They’ve got an excellent product and service, and so the challenge is how do you build a brand around it that’s going be great for people to come to?
You can’t build a great brand around a product that people just don’t like, and you can’t do that with a product you don’t sell.”
Mullens is quick to point out that Duck doesn’t have the most passionate fan base in the company, and his goal is to reach that with the franchise.
“Our goal is always to grow our brand,” he continued.
“To get a lot better at it, we have to focus more on marketing and how do we go beyond just the marketing.
We want to grow it into a brand that people really love.”
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