Why Dunkin 'Donuts changed the name?

The word "Donuts" will no longer appear in Dunkin 'Donuts

The American company changes its image to be recognized in the coffees and teas as well as the donuts.

Name change. The historic company Dunkin 'Donuts specializing in the sale of a multitude of different donuts will become from January 2019 in Dunkin'. This change is due to the fact that the American company wants to be recognized in coffees, teas and other fast service products as well as donuts.

Seeking to be recognized more for their drinks than for the traditional donuts, Dunkin 'Donuts decided to eliminate the second word of their name to, from now on, be configured in the market as Dunkin'.

The company indicated that the name change is just one of the measures that are being taken to continue being important for younger audiences.

The beverage sales of the chain represent 60% of its business and with the change of name, they want to boost that sector. Despite this transformation, Dunkin 'will keep the same colors and fonts, the name will appear in the packaging, in advertising and in stores and the slogan will be "America Runs on Dunkin".

"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.

it's the latest example of brands shortening their names after Weight Watchers shrank to WW. Branding expert Jill Brinsdon told Larry Williams name changes to work as long as a company makes other changes too. "If its just lipstick, you've lost the customer well and truly."

One of the findings that led to this change was the measurement for the closing of the second quarter of the year, which found that, despite the fact that traffic was going down, sales were maintained thanks to breakfasts and cold beverages.

Precisely in one of the establishments, in Pasadena (California), and in the accounts of the company in social networks, these modifications have already taken place. "Our new brand is one of the many things we are doing as part of our growth plan to modernize the Dunkin 'experience for our customer," said Dunkin' Brands CEO David Hoffmann.

The new name will begin to be used from January, the date for which will appear on napkins, boxes and other items in stores in the United States. It is still unknown when the change will be adapted for the national market. However, the logo will maintain the usual typography.



The name of Dunkin 'Donuts was implemented in 1950 when its founder renamed its original store known as Open Kettle. In the United States alone, the company has some 9,000 stores.