West Covina resident Breanna Martinez is a self-described fan of Rainbow Donuts, a local favorite on Azusa Avenue for the past 30 years.

She bought a few doughnuts Tuesday morning, and she looked a bit sheepish coming out of the new Dunkin’ two doors down carrying an iced coffee in each hand.

“The doughnuts are great there (at Rainbow), but I’ve heard a lot about the coffee at Dunkin’, so I figured I’d try it,” Martinez said. “But it’s definitely a sad situation for a mom and pop place.”

While its grand opening is set for April 6 and 7, the Dunkin’ and Baskin Robbins at 1428 S. Azusa Ave. opened 5 a.m. Tuesday. Locals in South Hills Plaza, the shopping center both eateries call home, were divided in their support or disdain for Rainbow’s new big-name competitor.

Dunkin’ and Baskin Robbins opened on Azusa Avenue in West Covina Tuesday. Its location two doors down from local fixture Rainbow Donuts has angered some residents. (Photo by Christopher Yee, San Gabriel Valley Tribune/SCNG)

Sing Yam, left, serves West Covina resident Ken Johnson at Rainbow Donuts, which she has owned and operated for 30 years, Tuesday morning. Johnson is one of many regular customers who stops to talk to each other over coffee every morning. (Photo by Christopher Yee, San Gabriel Valley Tribune/SCNG)

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Elenie Enriquez, 17, of Valinda carries a sign advertising that the Dunkin’ and Baskin Robbins on Azusa Avenue in West Covina is now open. (Photo by Christopher Yee, San Gabriel Valley Tribune/SCNG)



A year ago, the City Council overturned a Planning Commission decision to deny the proposed Dunkin’ and Baskin Robbins despite residents’ concerns about it potentially putting Rainbow out of business.

More than 5,000 people signed a petition, urging the city to keep the coffeehouse chain out of the plaza.

In February 2016, a Dunkin’ Donuts franchisee signed a lease with LT Global to occupy the space next to Rainbow Donuts, which has been owned and run by Sing Yam for nearly 30 years.

Coby Sonenshine, president of the Prell Restaurant Group and the franchisee responsible for Dunkin’s San Gabriel Valley and greater Los Angeles County locations, said that he has heard nothing but positive feedback from locals since that City Council meeting.

“We opened our doors this morning, with no publicity, just to see who would walk in, and we’re pleased,” Sonenshine said, overlooking the half-full restaurant with people coming in and out for coffee and doughnuts.

After buying a bag of doughnuts, resident Erik Amador said he didn’t think Rainbow would survive with Dunkin’ in such close proximity.

“I sympathize with them because they’ve been here so long, but business is business,” Amador said.

Yam said she’s concerned about how her business will be affected by Dunkin’ but won’t fret about something she can’t change.

“There’s nothing I can do but pray and hope and do the best for myself and my customers,” Yam said. “Thankfully, most of my customers are loyal — they’re more like friends and family — so I’m very blessed.”

Lydia Delgado, who lives in the nearby unincorporated community of South San Jose Hills, said she visited Rainbow on Tuesday specifically to show her support for Yam.

Delgado said it was disappointing that the City Council had allowed Dunkin’ to move into a spot where it could potentially put a local fixture out of business.

“I’m not saying Dunkin’ shouldn’t have come to West Covina,” Delgado said. “It just didn’t have to be there.”

Sonenshine said he hopes both Dunkin’ and Rainbow will succeed, especially given that Dunkin’s focus is its coffee and that the location also includes Baskin Robbin ice cream, making it the first Dunkin’ in the Greater Los Angeles area to feature the combination.

“We don’t want anyone to fail,” Sonenshine said. “That’s not the purpose.”

The West Covina location is the first of at least three slated for Dunkin’ — one is set to open in South El Monte in May and another is expected to open in Baldwin Park toward the end of 2018, Sonenshine said. He added that his group is negotiating a lease for a location in Covina.