Expanding to a new region is an opportunity for a brand to reinvent itself, but sometimes that's not necessary. Some well-known businesses make more of an impression by being themselves in a place where their service hasn't previously been available, and custom screen printing helps to support that.
Dunkin' Donuts is an example of this in Santa Monica right now. A local CBS affiliate recently reported on the chain's arrival and the frenzy it has stirred up among locals, hundreds of whom camped out in front of the building before the grand opening. Overjoyed patrons tweeted photos of themselves as the store finally opened its doors.
In addition to this location, the company launched another in Modesto and has plans to vastly expand its presence in the state within the next year.
To non-residents (and non-coffee drinkers) all of this excitement could seem strange. But part of it stems from regional associations: Dunkin' Donuts started in the northeast, so transplants have reason to be excited at having one close to home.
That's what Rick Paulas says in his piece for KCET. According to him, the reason Dunkin failed in its previous attempts to set up shop in California was competition from popular local donut shops. This time, he thinks local reaction to the chain's coffee will drive success or failure.
"They've heard the tales from their pals on the East Coast and in the Midwest, and now they'll finally get a chance to see if it lives up to the hype," Paulas writes. He adds that "the hype that's been built up around it is more the result of it not being readily available than its quality."
All the same, sticking with the vinyl signs that make your business notable on its home turf means you'll have a strong place to start in new territory.