Friday, September 12, 2014

Dueling Donuts...

DUNKIN' DONUTS (DD) opened its first Southern California shop in many years this past Tuesday, Sept. 2, 2014 at 5:30 a.m. at the corner of 12th St. and Wilshire Blvd. in Santa Monica... AND there's still a line out front!

Check this out!  Friday, Sept. 12, 2014 at approximately 1:40 pm!...





Meanwhile, one block away is Krispy Kreme...  no line (see photo below).  Krispy Kreme (KK) is going to have problems staying open at this rate.  KK's problems run deeper than just DD moving in a block away, however.  The KK Santa Monica location, for example, trucks in its donuts.  They are not the coveted original warm and just fresh out of the oven glazed donuts that its fans adore.  Instead, the KK donuts in Santa Monica and at most of their retail locations (that are without on site bakery operations), the donuts have shrunk.  They are not the size of the original KK glazed donuts.  This is a critical problem in terms of customer loyalty and brand integrity.  They've ripped the heart out of the magic of the KK brand, in my opinion.  It's a tragic shame.  Imagine if KK would offer the original size of their glazed ring donut at their Santa Monica location and if the donuts were fresh right out of the oven and still warm?!...  Word would get around and people would line up for that.  In the meantime, I won't be going to this KK venue because the shrunken sized donuts that are neither warm or fresh out of the oven are just unappealing and are not representative of the classic Krispy Kreme donuts.  Imagine if this happened at IN-N-OUT?!... Thankfully, IN-N-OUT is still privately held and understands the magic of their brand.


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Trademark Continuing Legal Education, fyi:

DUNKIN' DONUTS:

Word Mark DUNKIN' DONUTS
Goods and Services IC 042. US 100. G & S: Restaurant Services. FIRST USE: 19500515. FIRST USE IN COMMERCE: 19560707
Mark Drawing Code (1) TYPED DRAWING
Serial Number 72148372
Filing Date July 5, 1962
Current Basis 1A
Original Filing Basis 1A
Registration Number 0748901
Registration Date April 30, 1963
Owner (REGISTRANT) Dunkin' Donuts of America, Inc. CORPORATION MASSACHUSETTS 275 HANCOCK ST. QUINCY MASSACHUSETTS(LAST LISTED OWNER) DD IP HOLDER LLC LIMITED LIABILITY COMPANY DELAWARE 130 Royall St. Canton MASSACHUSETTS 02021






Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20130404.
Renewal 2ND RENEWAL 20130404
Live/Dead Indicator LIVE

note:  this is just one of numerous registrations owned by DD.


KRISPY KREME:

Word Mark KRISPY KREME
Goods and Services IC 042. US 100. G & S: RESTAURANT SERVICES. FIRST USE: 19340800. FIRST USE IN COMMERCE: 19350600
Mark Drawing Code (1) TYPED DRAWING
Serial Number 72399013
Filing Date August 2, 1971
Current Basis 1A
Original Filing Basis 1A
Registration Number 0938245
Registration Date July 18, 1972
Owner (REGISTRANT) KRISPY KREME DOUGHNUT CORPORATION CORPORATION NORTH CAROLINA 1814 IVY AVE. WINSTON-SALEM NORTH CAROLINA 27105(LAST LISTED OWNER) HDN DEVELOPMENT CORPORATION CORPORATION BY ASSIGNMENT, BY ASSIGNMENT, BY ASSIGNMENT, BY ASSIGNMENT, BY ASSIGNMENT KENTUCKY 370 Knollwood Street Suite 500 Winston-Salem NORTH CAROLINA 27103
Assignment Recorded ASSIGNMENT RECORDED




Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20120710.
Renewal 3RD RENEWAL 20120710
Live/Dead Indicator LIVE

note:  this is just one of numerous registrations owned by KK.


IN-N-OUT:

Word Mark IN-N-OUT
Goods and Services IC 042. US 100. G & S: RESTAURANT SERVICES AND CARRY-OUT RESTAURANT SERVICES. FIRST USE: 19490000. FIRST USE IN COMMERCE: 19490000
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73133175
Filing Date July 7, 1977
Current Basis 1A
Original Filing Basis 1A
Registration Number 1085163
Registration Date February 7, 1978
Owner (REGISTRANT) IN-N-OUT BURGERS CORPORATION CALIFORNIA 4199 CAMPUS DRIVE, SUITE 900 IRVINE CALIFORNIA 92612




Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20070610.
Renewal 2ND RENEWAL 20070610
Live/Dead Indicator LIVE

note:  this is just one of numerous registrations owned by IN-N-OUT.
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Respectfully submitted,

William Maguire
LAW OFFICES OF WILLIAM E. MAGUIRE
Santa Monica, California
www.TrademarkEsq.com

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