Dunkin’ Officially Drops ‘Donuts’ from its Name
After a test that began in several markets throughout the United States earlier this year, Dunkin’ is officially dropping ‘Donuts’ from its name. As of January 2019, the brand will be known as ‘Dunkin’’. The name change is one of many steps Dunkin’ is taking to transform itself into the premier beverage-led, on-the-go brand.
The new branding, which was announced 25 September, conveys the company’s focus on serving coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colours and font, introduced in 1973. Beginning the first of January 2019, the new branding will appear on packaging, in the company’s advertising, as well as on the website and social media channels. Going forward, the new “Dunkin’” logo will also be featured on exterior and interior signage on all new and remodeled stores in the US and, eventually, internationally. The brand tested the new logo, including on exterior signage at Dunkin’ locations featuring its next generation design concept over the past year.
“Our new branding is one of many things we are doing as part of our blueprint for growth to modernise 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,” says Dunkin’ Brands’ CEO and Dunkin’ US president David Hoffmann. “We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”
“By simplifying and modernising 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,” says Tony Weisman, chief marketing officer, Dunkin’ US.
The new branding is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand. Recent initiatives have included a simplified menu, a greater emphasis on beverages like cold brew coffee, nitro coffee and iced teas, an increasing emphasis on on-the-go mobile ordering, and the introduction of Dunkin’s next generation design concept.
Specifically designed to meet the needs and demands of today’s on-the-go consumer, the next generation store design offers new and innovative elements to make running on Dunkin’ faster and more convenient than ever before. The key in-store elements include an eight-headed tap system for cold beverages encouraging crew members to serve guests like bartenders, a glass bakery case putting donuts in the forefront within arm’s reach of guests, and more prominent and engaging mobile-order pick up areas, as well as the first-ever mobile order drive-thru lane to allow mobile users to speed past the line.
The story of Dunkin’ began in 1948 with a donut and coffee restaurant in Quincy, Massachusetts called ‘Open Kettle’. Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. He renamed his restaurant “Dunkin’ Donuts” in 1950. Rosenberg’s goal was to “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.” In 1955, the first Dunkin’ Donuts franchise opened, and within 10 years the number of restaurants had grown to over 100 shops. Today, there are more than 12,600 Dunkin’ restaurants worldwide in 46 countries.
Based in Canton, Massachusetts, Dunkin’ is part of the Dunkin’ Brands Group, Inc. For more information, visit www.DunkinDonuts.com.
