Before there was Starbucks, there was Dunkin Donuts. Well, that statement comes across as a bit of a stretch, but in a way that is how things appear. While the famous coffee chain was founded in 1971, Dunkin Donuts had its start earlier, in 1950. There was indeed at time when the chain’s dual offering of donuts and similar baked goods plus coffee and beverages were what “America runs on”. However things change, not merely in logo design but trends tool. And now Dunkin Donuts is readying a major shift in itself, by dropping the second word in its name.
USA Today reports that the Dunkin Donuts global donut-coffeehouse food chain will be rebranding itself as merely “Dunkin”, without the word “Donuts”. The company announced its decision Tuesday, September 25, explaining that this was part of their strategy of refocus as a “beverage-led company”, seeing as over half of their sales in the US are now from their coffee and drink offerings more than their signature flavored donuts. Longtime Dunkin fans need not worry however. The chain is not just going to rid itself of the very product that made their name big; donuts will remain even when they are cut from the brand name.
Dunkin Donuts US marketing chief Tony Weisman says in a statement, “While donuts may no longer appear in our logo, we remain committed to serving our signature donuts and will continue to offer new and seasonal varieties to delight donut lovers everywhere.” The company began its consumer test for the name change with a new location that opened in Pasadena, Calif. just last year, and with positive results from this proving ground, Dunkin Donuts will become merely Dunkin on the rest of its locations and merchandising in the US and the world this coming January.
Since the basic food (donuts and Munchkin “holes”) and drink (hot chocolate) selection of Dunkin Donuts were popularly traditional, the franchise has not been one to do sweeping changes in its product lineup aside from sandwich buns. Then they started offering varieties of coffee and tea, as well as introducing new snack options like donut “fries”. With their more diverse menu, it seemed the time was ripe for a change, and just “Dunkin” has already been a shorthand nickname for the global food chain anyway.
As Weisman puts it, “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 Business Insider