Dunkin’ Donuts has almost 20 stores in Harlem, when we read that Dunkin’ Donuts is deepening its relationship with fans, rebranding as just Dunkin’ – we had to take notice.
“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,”
“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,”
“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.
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