Dunkin' is more visible in AI search across this prompt set, by 1 citations.
The finding in one paragraph
Storefront retail brands compete for top-of-mind awareness, and AI assistants are increasingly shaping that awareness. We tested 5 standardized buyer questions a consumer or an office admin might plausibly ask an AI assistant about chain donut shops and breakfast options. Each question ran 3 times per engine across 4 engines. The result, per-engine breakdown, and per-prompt comparison are below.
Per-engine breakdown
| Engine | Krispy Kreme | Dunkin' | Edge |
|---|---|---|---|
| ChatGPT | 9 / 15 | 13 / 15 | Dunkin' by 4 |
| Claude | 7 / 15 | 10 / 15 | Dunkin' by 3 |
| Gemini | 3 / 15 | 0 / 15 | Krispy Kreme by 3 |
| Perplexity | 5 / 15 | 2 / 15 | Krispy Kreme by 3 |
Per-prompt comparison
Each prompt was asked 12 times (4 engines × 3 trials). The cells show how often each brand showed up in those 12 responses.
| Buyer prompt | Krispy Kreme | Dunkin' |
|---|---|---|
| Where can I find the best fresh donuts at a national chain in the United States? | 5 / 12 | 3 / 12 |
| What are the best chain coffee shops for a morning commute and breakfast? | 0 / 12 | 4 / 12 |
| Which donut chain has the most US locations and what makes them different? | 1 / 12 | 6 / 12 |
| What is the best breakfast chain that pairs donuts and coffee? | 9 / 12 | 5 / 12 |
| How do Krispy Kreme and Dunkin' compare for catering an office team breakfast? | 9 / 12 | 7 / 12 |
Methodology
Identical to the Web Cited AI Visibility Index methodology. Replicable by anyone with API access to the four engines.
Anthropic Claude (claude-haiku-4-5-20251001)
Google Gemini (gemini-2.5-flash-lite)
Perplexity (sonar)
max_tokens 800
N = 3 trials per (engine, prompt)
The 5 standardized buyer prompts
- Where can I find the best fresh donuts at a national chain in the United States?
- What are the best chain coffee shops for a morning commute and breakfast?
- Which donut chain has the most US locations and what makes them different?
- What is the best breakfast chain that pairs donuts and coffee?
- How do Krispy Kreme and Dunkin' compare for catering an office team breakfast?
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