For years, Dunkin’ Donuts’ collapse in Canada was viewed as one of the great business failures in the country’s foodservice sector. Once a formidable rival to Tim Hortons, especially in Quebec, Dunkin’ gradually disappeared from the Canadian landscape before officially exiting in 2018. Many assumed the brand was gone for good.

Now it’s coming back. And the reason matters.

CHARLEBOIS: Return of Dunkin’ signals crack in Canada’s coffee empire Back to video

The decision by Foodtastic to revive Dunkin’ in Canada is not really about donuts. It is about identifying weakness in a market that, for decades, looked untouchable.

For years, Tim Hortons dominated Canada’s quick-service coffee market with extraordinary efficiency. It wasn’t just a coffee chain; it became part of Canada’s cultural identity. But dominance can create complacency and the Canadian marketplace today is very different from the one Dunkin’ left behind.

Brand loyalty has........

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