To: Neil H who wrote (45642 ) 3/3/2004 5:40:26 PM From: IQBAL LATIF Read Replies (2) | Respond to of 50167 A day in life of Ike…. ‘On Lahore Dunkin Donuts travails, a post to my staff today from somewhere in Western Europe....’ (On a lighter I like to share a memo I wrote today to my staff in Lahore encompassing business and anti-American sentiments, some of which we see here quite often on this thread. The way I confront anti- Americanism here on this thread is the exact way the real battle continues in our daily life in my own backyard.. I take great pride in confronting bigotry) ''Dear line Managers... Liberty sales in Jan/Feb 2004 as compared to 2003 are lower in both months; same is the case with Defense although not that significant. Liberty and Defense are our key flag ship stores this decline is a bad sign, and the whole staff should be made aware of the declining sales, instead of rising sales Liberty and Defense are showing sign of stress... I need full study and ASAP... Take Faisalabad and PSO out and in 2004 on same store sale basis and we are down by 7% over 2003, this is not a good performance and I need to know is it customer fatigue or product aversion or market failure or a result of Us product boycott spearheaded by radicals. I am happy that they have not been able to make serious dent but we need to confront these appeals with new slogans and acute purpose. I think that it is our marketing in Liberty and Defence we need to stand up and market and I need to see results from Liberty and Defense managers. I would like you to study if war in 2003 has had any impact due to heightened anti- American propaganda or stagnating sales are showing signs of general people aversion to US products, Dunkin Donuts are a brand that is very acceptable and we need to redefine our approach in face of adversity if any. Whenever I am in Lahore or other cities during my last three months visits I saw the pride that these young kids had on their face to work for DD, I need to see that pride take root and we need to make them more customer friendly, a rupee spend in our shop is a rupee that brings extra employment to another Pakistani, we as a company spend 95 percent of our rev in Pakistan. What is happening and getting ot the bottom is my first concern, all the managers should be called in and this sales report should be thoroughly and incisively discussed, I need remedies and results. I need to see higher sales on same stores, as we move into hinterland of Pakistani cities like Sialkot, Sargodha where Donut will need to compete with local traditional sweets; your team needs to be equipped with marketing techniques and above all the idea that sales taxes paid to Dunkin end up in government coffers, the boycott efforts can be confronted with facts that all our customers should know that American franchisees like Pizza Hut, McDonalds KFC and Dunkin pay 70 % of the total sales taxes collected from food stores, we have only 36 outlets whereas 6800 outlets sell food in Lahore alone, 36 shops pay sales tax equal to 6800 outlets, the others use their sales tax to make a palaces in Heavens, we don’t we help our government. The money spent as tax in our shops ends up with the government as tax. It is integrity and honesty and product quality that we should take great pride, tomorrow employees meeting in Lahore should take into account these issues. For the 21st and 23rd one day internationals Pakistan v/s India I want you guys to beat the Pizza Hut, our Croissant sandwiches are far better than their cheese laden pizzas, lets roll and lets unfurl the flag, and be proud to associated with a great brand.''