Vs Goliath: Mochinut vs Dunkin

Tis the season for sweets and few confections are as ubiquitous as doughnuts. These soft pastries are perfect for any time of day and are loved by Americans across the country. One of the largest purveyors of the doughnut is Dunkin’, even their slogan is that “America runs on Dunkin’”. Even though the brand dropped doughnuts from their name, they still sell countless rings of fried dough throughout the day. Dunkin’ has solidified themselves as a national powerhouse with their coffee, breakfast sandwiches, and wide array of pastries. Of course, there is more than one way to make doughnuts, and that is where Mochinut comes in. The Hawaiian original mochi doughnut offers a different take by combining it with Japanese Mochi, a type of sweet rice cake. This new version of an old classic has become a sensation on social media and the restaurant boasts a few other surprises too. Should Dunkin’ fear the mochi?

Dunkin’ has been an American staple since 1950, even if they have undergone some name changes. What makes them special is that they focus equally on their coffee and doughnut offerings. Even the name Dunkin’ Donuts was chosen by founder William Rosenberg because he believed that doughnuts were meant to dunked in coffee. This sweet combination has captured the hearts of consumers and helped propel the company to become the largest coffee and doughnut brand in the U.S. Their menu may be specialized, yet it doesn’t skimp on variety. They even include healthy options on their menu, something almost unheard of for a doughnut shop. The company has successfully used social media to expand their reach and clever rebranding to just Dunkin’ brought in a swath of new customers who may have thought the company had only one specialty. The chain has also expanded beyond the U.S. and become an international force that operates in almost 40 global markets.

Dunkin’ is stiff competition, yet that has not stopped the rapid expansion of Mochinut. The company was founded in California in March of 2020. Historically that was one of the worst times to launch a new restaurant concept and the current success of the brand is a testament to their products and marketing. The mochi doughnut originally came from Hawaii where traditional American ingredients were combined with Japanese Mochi. The result is a slightly chewy stretchy pastry thanks to the rice and tapioca flour. Mochinut offers dozens of flavor varieties that differ based on location and the season. The company also competes in the beverage space with boba teas and coffees. The real secret sauce for the company though, is their Korean-style corn dogs. The fried beef hotdogs can be paired with mozzarella and the breading can be combined with everything from ramen to hot Cheetos. This eclectic savory option balances out the brand’s sweet treats. Mochinut has also harnessed the power of social media by designing each of the restaurants to have Instagram worthy spaces that allow influencers to quickly get the word out about new products.

America may not run on Mochinut, yet the brand has built a significant following in a short amount of time. All of that is made even more impressive when you consider that the restaurant has only existed in a post-pandemic world, a notoriously difficult one for startups. Dunkin’ is really one of those too big to fail restaurants at this point, yet competition is always good to keep the big players on their toes. Whether you are looking for a traditional sweet or something with some international flavor, Dunkin’ and Mochinut have it covered this holiday season.