Dunkin’ Donuts changing its name to just Dunkin’
Dunkin’ is dropping the donuts. From its name.
Doughnuts will still be on the menu, but Dunkin’ Donuts is renaming itself Dunkin’ to reflect its increasing emphasis on coffee and other drinks, which make up 60 percent of its sales.
The 68-year-old chain has toyed with the idea for a while. In 2006, it released a new motto — “America runs on Dunkin’ — that didn’t mention doughnuts. Last fall, it tested the “Dunkin’” logo on a new store in Pasadena, Calif., and it has put the name on a few other stores since then.
The name change will take effect in January, when it will start appearing on napkins, boxes and signs at new and remodeled U.S. stores. Dunkin’ Donuts has 12,500 restaurants worldwide.
The new logo still will have Dunkin’ Donuts’ familiar rounded font and orange-and-pink color scheme, which the company has used since 1973. The Canton, Mass.-based company isn’t saying how much the change will cost.
Dunkin’ Donuts has always sold coffee, but hot breakfast sandwiches and specialty drinks like the fruity Coolatta and Cold Brew iced coffee have become increasingly important to the chain.
Dunkin’ says the name change is one of several things it’s doing to stay relevant to younger customers. It also is simplifying its menu and adding dedicated mobile ordering lanes.