Dunkin’ drops its Donuts

Dunkin’ Donuts has announced it will re-brand itself as Dunkin’ at its Global Franchisee Convention on 25 September. The name change is to place emphasis on the chain’s other offerings, such as coffee and breakfast foods. “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,” Dunkin’ Brands CEO David Hoffmann says. “We are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.” Beginning January 2019, the new branding will appear on packaging, as well as the company’s advertising, website and social channels. The new logo will also feature on exterior and interior signage on all new and remodelled stores in the United States and, eventually, internationally. The brand says it tested the new logo extensively, including on exterior signage at Dunkin’ locations featuring its next generation design concept over the past year. “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,” Dunkin US Chief Marketing Officer Tony Weisman says. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.” Although the word “donuts” will no longer appear in the logo or branding, the food item will remain a significant focus for the brand. The new branding is part of Dunkin’s plan to transform the company into a premier beverage-led, on-the-go brand. Its recent initiatives include a simplified menu, a greater emphasis on beverages like cold brew, nitro coffee and iced teas, an increased emphasis on on-the-go mobile ordering, and the introduction of Dunkin’s next generation design concept.