It’s that time of the year again – and we all know what that means – a lot of treats to indulge our nation’s collective sweet tooth! Christmas cake, mulled wine and pudding aside, we decided to compare two fast food giants who specialise in making sweet treats for us all year around. And so, in the ring today are Krispy Kreme and Dunkin' Donuts (yes, we’re talking about everyone’s favourite airport snack).
Talkwalker, a social media analytics company, based in Luxembourg, provides information on the social buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
In terms of mentions, Dunkin' Donuts has almost 2x the number as its rival, as per data over the last six months. This is firstly because they entered the Indian market earlier and secondly because of the Covid crisis. Dunkin' Donuts’ parent company announced that they would need to shut down unprofitable stores recently. They also have a greater number of mentions since the launch of their ready to cook sauces in August. For Krispy Kreme, their peak comes from a change in their leadership – Fabien Simon as recently appointed as CEO of the chain.
So, where are the mentions coming from? Turns out, most of these mentions are coming from Delhi NCR – no surprise there since both chains are present as ell as local competitor Mad Over Donuts. Next in line is Maharashtra, followed by Andhra Pradesh (RGIA definitely has its share of doughnuts on the airport snack menu), and finally, we have Uttar Pradesh.
So what kind of people are talking about these fast food delicacies? Turns out, it’s the millennials and Gen Z and mostly men. The surprise here is Krispy Kreme – which is talked about by 35-44 year olds too. Looks like a sweet tooth transcends all ages!
Who can resist taking pictures of the gooey sweetness that oozes out of a doughnut? Not me, that’s for sure. Looking at the visual insights, we can see that Dunkin' Donuts has more pictures taken outdoors associated with it, while Krispy Kreme has more videos and a lion’s share of pictures taken indoors.