USA – Food chain Dunkin’ Donuts has changed its name to Dunkin’, signifying its growth beyond selling donuts, with the change set to officially take place in January 2019, reveals an ET Retail report.
The company said although donuts remains a significant focus for them, the name ‘donuts’ will be scrapped from its logo, branding and company adverts.
The name change will start with the US stores, then adopted international to reflect its increasing emphasis on coffee and other drinks.
Its new logo will still have the familiar rounded font and orange-and-pink color scheme that the company has used since 1973.
The Massachusetts based quick service provider is looking to stay relevant to younger customers while simplifying its menu and adding dedicated mobile ordering lanes.
Dunkin’ has more than 12,500 restaurants globally.
Beverage identity
Dunkin’ Brands’ CEO and U.S. President David Hoffmann in a statement said the move will help keep the brand relevant for generations as it continues moving toward a beverage-led retailer.
“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.
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.
We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come,” said David Hoffmann.
Dunkin’ Donuts started moving away from just a doughnut company by declaring itself a beverage company, when beverage sales reached 58% in 2013 and the New York Times reports that the figure has gone up to 60%.
Changes accompanying the overhaul include store designs, the introduction of new drinks, including cold nitro brew coffee, a mobile order drive-through lane and placing baked goods inside a glass case rather than bins.
