Hole new world: It’s just Dunkin’ in January
Dunkin’ is dropping the donuts — from its name, anyway.
Doughnuts are still on the menu, but the company is renaming itself “Dunkin’ ” to reflect its increasing emphasis on coffee and other drinks.
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.; it has put the name on a few other stores since then.
“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’,” said Tony Weisman, the company’s chief marketing officer.
Coffee and breakfast sandwiches have become increasingly important to the Canton, Mass.-based chain, which has more than 12,500 restaurants globally.
The name change will officially take place in January, when it will start appearing on napkins, boxes and signs at U.S. stores. The change will eventually be adopted by international stores.
The new logo will still have Dunkin’ Donuts’ familiar rounded font and orange-and-pink color scheme, which the company has used since 1973.
Dunkin’ says it’s also simplifying its menu and adding dedicated mobile ordering lanes.
But the name change could be a mistake, says Laura Ries, an Atlanta-based marketing consultant.
Ries said other brands — like KFC and DQ, which used to be Kentucky Fried Chicken and Dairy Queen — have made similar mistakes. They wanted to take the emphasis off fried food and ice cream, she said, but younger customers don’t know what the letters stand for.