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 |
What the full audit would fix for a storefront retail brand
The head-to-head above measures citation share on a single shared prompt set. The paid SXO Audit produces specific, copy-paste-ready fix recommendations across the categories below. Counts are the approximate number of distinct fix recommendations the audit pipeline can produce per brand; the exact count varies by site.
| Fix category | Fix recommendations |
|---|---|
| Core fix categories (every audit) | |
| AI Search Visibility (LLM citations across 4 engines) | 8 |
| Schema Markup & JSON-LD (Organization, Product, FAQPage) | 6 |
| Buyer-Prompt-Matching FAQ + Content | 5 |
| Technical SEO Foundations (crawlability, render, canonicals) | 7 |
| Knowledge Graph & Entity Signals | 4 |
| Citation Footprints (third-party signals) | 5 |
| Core Web Vitals & Performance | 4 |
| Accessibility (WCAG 2.1 AA) | 5 |
| Core subtotal | ~44 |
| Additional storefront-specific fix categories | |
| Google Business Profile Optimization | 8 |
| Local Pack Ranking (Google 3-pack) | 5 |
| LocalBusiness Schema + GeoCoordinates | 5 |
| Reviews + Reputation Schema (AggregateRating) | 4 |
| Hours + Location Sync Across Directories | 6 |
| AI Search for "Near Me" + Local Queries | 5 |
| Apple Maps, Bing Places, Yelp + Directory Coverage | 4 |
| Image SEO + Visual Search for storefronts | 4 |
| Additional subtotal | ~41 |
| Total fix recommendations per brand | ~85 |
Every Web Cited audit includes the core fix categories above. A storefront retail brand gets all of those PLUS the additional fix categories specific to storefront retail businesses, because the channels and signals AI assistants consult for storefront retail brands are different. The result is a meaningfully larger fix set for storefront retail brands (~85 recommendations) than for online-only brands (~44 recommendations). The Playbook ships every fix as a copy-paste-ready remediation with the file, code, or content change spelled out.
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?
Want to know how your brand stacks up?
Web Cited runs the same measurement against your domain, your competitors, and your top buyer prompts. Citation Monitor reads those prompts every week and ships a click-to-copy Playbook your engineers ship from in the next sprint, from $49/mo.
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