Dunkin' Donuts, also known as simply "Dunkin'", is a popular American multinational coffee and doughnut company founded in 1950. To effectively target and retain loyal customers, Dunkin' Donuts uses various segmentation variables to tailor its marketing efforts to specific customer groups in cities around the country. Geographic segmentation is one of the primary segmentation variables that Dunkin' Donuts uses. The company targets customers in both urban and suburban areas, with a particular emphasis on densely populated cities. This is because urban and suburban areas tend to have high levels of foot traffic, making them ideal locations for Dunkin' Donuts stores.