Dunkin ‘Donuts Is Renewed And Changes Its Name To Just Dunkin’

The chain Dunkin ‘Donuts announced that it will change its name to Dunkin’ alone, but that it will continue to sell its classic donuts. The company with headquarters in Canton, Massachusetts, explained that it will abbreviate its name to reflect its emphasis on coffee and other beverages.

The change will be official from January, when the new name begins to be used in napkins, boxes and posters in its stores in the United States. The change will then be extended to their stores in other countries.

Dunkin ‘has more than 12,500 branches worldwide.The chain founded 68 years ago says that the new logo will continue to have the family and round typeface, with the orange and pink colors that the company has used since 1973.

The chain added that the change is one of several decisions it is taking to stay attractive with younger customers. It is also simplifying its menu and adding special lanes for orders made by cell phone.

The company will launch its new corporate image from next January. The changes will be made first in the United States.Portafolio , for its part, cites a statement from the company in which it is emphasized that this change of ‘face’ will renew its business.

“By simplifying and modernizing our name, while continuing to pay tribute to our heritage, we have the opportunity to create an incredible new energy for Dunkin,” said the company’s Chief Marketing Officer, Tony Wiesman, quoted in the document.

Since August 2017 there has been talk about a change of image of the people of Dunkin ‘Donuts . At that time it was said that the underlying idea is that Dunkin ‘take force as a brand “focused on beverages and leader in coffee”, to which The Washington Post newspaper highlighted the rapid growth of the beverage line of the brand.

WHY DOES DUNKIN ‘DONUTS CONSIDER CHANGING THEIR NAME?

In 2016 the shares of Dunkin ‘Donuts rose 25 percent and 10 percent so far this 2017, because some of its products have been positioned above its competitors, such as Starbucks.

For this, the company seeks to join the trends , such as his speech during the vote that gave the winner Brexit in the UK where he asked the English “Which donut should you win?” , And then referred to evaluate eliminating coffee capsules of its stores, since in European regions it is being banned.

Now, the brand makes another movement considered media, such as changing its name to simply Dunkin ‘ omitting the “Donuts”. The change comes at the request of its parent company, Dunkin ‘Brands , who hopes to test the new name in new stores.

According to the company, the “experiment” will start at its store in Pasadena, California , which will be named Dunkin ‘, which will continue to sell donuts, but insist that it is also a company that sells coffee.

Dunkin ‘plan is to change his name by the end of next year, when he starts redesigning his stores globally. The company seeks to redesign its brand to change the perception of the public, that they only sell “donuts” to breakfasts and coffee specialties.

For Wall Street specialists, the chains of Dunkin ‘Donuts, Starbucks, Peet’s, Caribou and even McDonald’s maintain a “coffee war” in the United States, as each company seeks to become the new “king of coffee”, however, Starbucks has the preferences.