Part of Rebrand Strategy, Dunkin’ Drops Donuts From Name

Dunkin’ Donuts is deepening its relationship with fans, rebranding as just Dunkin’.

“Dunkin’ Donuts has been on a first-name basis with its fans long before the introduction of its iconic tagline, ‘America Runs on Dunkin’,” the company said in a statement. “Customers around the world naturally and affectionately referring to the brand as ‘Dunkin’.’”

The brand is repositioning itself as a beverage-led company, focused on coffees and drinks, which already represents 60% of its business. The new messaging officially takes place in January 2019 and will appear on the brand’s packaging, advertising, website and social channels, retaining the pink and orange colors and the same font.

“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,” said Dunkin’ Brands CEO and Dunkin’ US president David Hoffmann, in the statement.

The name shortening coincides with a lengthening of menu items beyond donuts and coffee—but rest assured, donuts will remain a staple for the brand.

“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,” added Tony Weisman, CMO, Dunkin’ US.

“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 customer,” said Hoffmann.

Dunkin’ Donuts began testing the name change last year. In August 2018, it announced plans to invest $100 million in the rebrand along with test stores focused on to-go and a mobile ordering app.

Today there are 12,600 stores worldwide and 4,200+ Dunkin’ stores in New England—with cadres of loyal fans as the first location opened in 1955 in Quincy, Massachusetts. The company plans to open 1,000 new US stores by 2020.

Dunkin’ is the top donut retailer of in the US, selling 2.9 billion of them along with donut holes called Munchkins’.

This year the company rolled out donut fries made with tossed in cinnamon sugar and introduced cold brew coffee.

The shift in strategy positions Dunkin’ more strongly against Starbucks, the latter having more stores worldwide, but Dunkin’ the winner in drive-thru time.

The average visit to a Starbucks drive-thru takes 4.44 minutes according to QSR Magazine, while a comparable visit to Dunkin’ takes on average 2.90 minutes.

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