“Two words: Donut. Fries. You’re welcome, America.” So begins the statement that Dunkin’ Donuts released on Friday, announcing their newest donutty dessert item: donut fries.
Beginning Monday, July 2, consumers will be able to try donut fries out for themselves. According to Dunkin’ Donuts, donut fries are “individual pieces of delicious, buttery croissant style donut dough that are tossed in cinnamon sugar and served warm.”
The product was first tested at select Dunkin’ Donuts stores in Boston, and due to its success, the company touts, they will be available on the national Dunkin’ Donuts menu for a limited time. Since announcing their latest dessert conquest, the internet has noticed that they look a lot like another popular dessert: churros.
Dunkin Donuts new creation! Starting July 2nd DONUT FRIES will be available at participating locations across the country. They’re dusted in cinnamon, just like mini churros!! ????
— Jennifer Epstein (@jenepsteinfox13) June 29, 2018
donut fries are just a white name for churros but k https://t.co/ZM2jMYKwhk
— Ann-Marie Alcántara (@itstheannmarie) June 27, 2018
Just saw a thing that said “Dunkin Donuts will be making Donut Fries” and honestly, I’m surprised it took a company this long to say “You know what? Let’s gentrify churros.”
— Uncle Druwu (@Soderberghian) June 29, 2018
This isn’t the first time a fast-food company has attempted to spice up their menu in order to generate profit. In 2010, KFC created the Double Down sandwich, a twist on the burger which has bacon, cheese and sauce between two pieces of fried chicken instead of bread, reported CNN Money. Taco Bell created Doritos Locos Tacos, a corn shell seasoned with powdered orange cheese to look and taste like Doritos, and gave them away for free as a part of their ‘Steal a Game, Steal a Taco’ campaign. Most recently, IHOP, a franchise known for its pancakes, changed its name to IHOb in honor of their new line of burgers.
Releasing buzzworthy, new food items allows companies to go viral while also experimenting with what works and doesn’t work with consumers. It is a move that has shown itself to pay off financially, and the name change gimmick is no different. Since its name change, IHOb’s stock rose by 2.6% on announcement day alone and has continued to rise. CNBC reported recently that Dunkin’ Donuts may soon decide to go through with a name change of its own, stating that a store in Pasadena changed its name to just Dunkin as a test.
Responding to questions about their new menu and a possible name change down the road, Dunkin’ Donuts said, “The customer is at the center as we develop new menu items, and this is true regardless of what decisions we make later this year regarding our branding.”
All of this hasn’t quelled consumers who denounce new viral products, such as the donut fries, as examples of “food gentrification.”
In 2014, Mikki Kendall wrote in The Grio about corporate efforts to make money off of food that has largely been consumed by people of color by rebranding it. Kendall wrote, “The gentrification of food is a global problem, with global consequences. As each gentrified food moves out of the financial range of those at the lowest income level, the question of what will be left for the poor to eat becomes more pressing.
Donut fries may be changing the course of Dunkin’ Donuts’ future, and are available in select stores for around $2.00, but it is important also to acknowledge the larger social impact.