What’s Dunkin’ without Donuts in its name?
It’s not like no one saw this coming. Dunkin’ has officially announced that it is dropping “Donuts” from its name. The company with its well-known “America Runs on Dunkin’” tagline announced earlier this year that it planned to open around 30 new locations with just the Dunkin’ name on the banner.
Beginning in January, Dunkin’ will officially make the switch with packaging, the company’s website, social channels and advertising all featuring the new sans donuts logo. The chain will include the banner on all new and remodeled locations. While changing its name, Dunkin’ will hold onto its pink and orange colors in the same font it has used since 1973.
Dunkin’s move is part of a multiyear effort that began after CEO David Hoffman joined the company in 2016 after a 22-year career at McDonald’s.
“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience,” said Mr. Hoffman in a statement. “We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”
In an interview with CNBC in July, Mr. Hoffman said changes taking place at Dunkin’ were intended to advance its position as a “beverage-led, on-the-go brand.” The company has emphasized its drink menu including Cold Brew Coffee, Nitro Coffee and Iced Teas.
While it is cutting donuts from its name, the doughy treats remain a significant part of the chain’s business. Dunkin’ is the leading retailer of doughnuts in the U.S. Earlier this year, the chain introduced its popular Donut Fries to store menus.
The chain saw its U.S. same-store sales increase 1.4 percent during the second quarter. In July, Mr. Hoffman said the results were “an early sign of progress” in Dunkin’s plan for growth as the company set a quarterly record for beverage sales. Its breakfast sandwich volume “more than offset” the decision earlier in the year to eliminate 10 items from Dunkin’s food menu.
- Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity – Dunkin’ Brands Group, Inc.
- Dunkin’ Brands Second Quarter 2018 Results – Dunkin’ Brands Group, Inc.
- New CEO focused on keeping the Dunkin’ brand relevant – RetailWire
- New store concept is next step in Dunkin’ rebranding – RetailWire
DISCUSSION QUESTIONS: Will Dunkin’s name change help advance its strategy of creating an image for the company as a beverage-led, on-the-go brand? What is your assessment of how the company has handled the rebranding transition?