Iceland Mag

8 Reykjavik

Iceland Mag

Food & Drink

Icelanders divided on the first Dunkin Donuts in Reykjavík

By Staff

  • Árni Pétur Jónsson The CEO of the convenience store chain, which owns the Dunkin' Donuts franchise in Iceland. Not everyone is pleased with the arrival of the franchise. Photo/Vilhelm Gunnarsson

The American chain Dunkin' Donuts will open their first branch in Reykjavík, by Laugavegur shopping street later this summer. But not everyone is happy with the planned addition to the City Centre.

A tenth of all Dunkin' Donuts in Europe will be in Iceland
According to Árni Pétur Jónsson, the CEO of the convenience store chain 10-11, which owns the Dunkin' Donuts franchise in Iceland, the plan is to open 16 restaurants around the island. Most will be in the Capital Region.

Currently Dunkin‘Donuts operates 11,300 locations worldwide. However, only 170 of these are in Europe, which means that nearly 10% of all European Dunkin' Donuts cafés will be located in Iceland.

Árni Pétur told visir.is earlier this spring that the company plans to open stand alone coffee houses, rather than operate Dunkin' Donuts inside the company‘s convenience stores. The cafés will offer various pastries and breakfast items, including omelettes and wraps, as well as 40 different types of donuts.

Global and boring
While some have expressed their excitement for this addition to the donut selection in Iceland, not everyone is happy. Specifically, many have expressed their displeasure with the planned location, and the jarring pink colour of the franchise.

The popular commentator Egill Helgason commented on his Facebook page over the weekend that the chain is “global and boring” arguing that the location is “extremely tasteless”:

"Places like this are poison to city culture everywhere. You can see these places abroad, chain, after chain, always the same. Dunkin’ Donuts, Starbucks, Café Nero, Pret a Manger, McDonalds, Burger King, KFC, Dominos, Subway, the monotony becomes overbearing."

Egill adds that a “key characteristic of most of these chains is the fact that they pay their employees very low wages.”

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