"Dunkin' Donuts has always appealed to the 'Everyday Joe.' We really appeal to a broader psychographic and not so much a demographic--everyone from a company CEO to a construction worker."
(Casey Corrigan, spokeswoman for the doughnut chain, on the continued popularity of their coffee. While Starbucks trims their store numbers, Dunkin' Donuts continues to expand despite the recession. Coffee sales at 7-Eleven rose in February, too. And McDonald's is adding McCafe espresso to stores at an alarming clip. Don't know if they're going for a demographic or trying for a more psychotic 'Joe The Plumber' market. As quoted in the Wall Street Journal