Dunkin' Donuts plans to expand to 10,000 new stores west of the Mississippi in the next decade as research found value-seeking customers in western regions don't realize they are part of the Dunkin' brand tribe. The expansion strategy focuses on a single-minded proposition that Dunkin' just makes more sense for its price-conscious, quick service audience. Creative concepts will present an honest, candid personality that speaks to customers like friends, making them feel smart for choosing Dunkin' Donuts. The new tagline developed is "It just makes sense."