content: I happened to be on vacation in Reykjavík myself when Dunkin' Donuts opened! It was a little surreal. I actually like DD but I don't like queuing so we didn't go in there. There were plenty of American fast food  chains there (but no McDonald's). Icelanders seem to like their fast food. Oh, and a similar phenomenon in Finland was when Starbucks opened the first joint in Helsinki--the queue went out of the door and over the street corner.