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Dunkin’ is Dropping ‘Donuts’ From its Name
As part of its efforts to direct more attention to its beverage offering, Dunkin’ Donuts is rebranding to just Dunkin’, the brand announced
After a successful test period, Dunkin’ Brands announced it is officially dropping ‘Donuts’ from its branding. The phasing out is set to begin in 2019 as the franchise brand converts its restaurant format into a beverage-led offering. Despite the name change, doughnuts will remain on Dunkin’s menu.
According to Restaurant Business Online, the brand plans to make the change gradually, beginning with packaging, advertisements and online branding before new locations adopt the logo on exterior and interior signage, followed by remodeled units and international restaurants eventually.
A CNBC article noted executives said the rebrand will be covered by Dunkin’s existing remodeling budget and included a statement from CMO Tony Weisman that said, “By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores.”
Image courtesy of @dunkindonuts on Twitter.
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