The company that has been known for years as Dunkin Donuts recently made the announcement that it will now be going by the name of just “Dunkin”. This change was met with some confusion and even a little bit of backlash from customers, so why did the company make this decision?
In the early 2000s, Dunkin’ Donuts was one of the most recognizable brands in the world. But in September 2019, the company announced it would be dropping “Donuts” from its name and rebranding as simply Dunkin’. This transition from “Dunkin’ Donuts” to just “Dunkin'” was a surprise for many fans of the coffee-and-doughnut chain, but the change makes sense when you consider the company’s recent changes in product offerings and marketing strategies. In this article we’ll explore why Dunkin’ chose to drop “Donuts” from their name and how they’re positioning themselves to compete with other fast-food chains.
In this blog post we will explore why Dunkin Donuts decided to drop the “Donuts” portion of its name, what it means for them as a brand and how they are still catering to their loyal fan base.
The History of Dunkin Donuts
Founded in 1950, Dunkin’ Donuts is America’s favorite all-day, everyday stop for coffee and baked goods. Dunkin’ Donuts is a market leader in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. The company has more than 12,400 restaurants in 46 countries worldwide.
Dunkin’ Donuts was founded by William Rosenberg in Quincy, Massachusetts in 1950. Rosenberg originally called the company Open Kettle, but changed the name to Dunkin’ Donuts in 1953 after observing customers dipping their donuts into their coffee. The first Dunkin’ Donuts franchise opened in 1955 in Worcester, Massachusetts. By 1963, there were 100 Dunkin’ Donuts locations across the country.
In 1964, John Y. Brown Jr., and James McLamore purchased a majority stake in the company from Rosenberg and took over as co-chairmen of the board of directors.
Under their leadership, Dunkin’ Donuts expanded rapidly throughout the United States and then internationally under the brand name Baskin-Robbins Ice Cream. By 1967, there were more than 1000 locations across 36 states. The chain continued to grow throughout the 1970s and 1980s with expansions into Canada (1984), Spain (1989), and Japan (1993). In 1990, Dunkin’ Donuts was acquired by Allied Domecq PLC.
Why the Name Change?
Dunkin’ Donuts is no longer called Dunkin’ Donuts because the company has rebranded itself. The new name is Dunkin’, and the company says the change is meant to reflect its focus on coffee and other beverages.
The company has been through a lot of changes in recent years, including a move away from sugary drinks and a focus on healthful options. It also closed hundreds of stores in an effort to save money.
The name change is just one more way the company is trying to reinvent itself. And it’s not the only food company doing so – think about how many times you’ve seen “& More” added to the end of familiar brands (IHOP, for example, is now IHOP & More).
What do you think of the name change? Do you think it will help Dunkin’ attract new customers?
Dunkin’ Donuts is now simply Dunkin’. The chain announced the rebranding in September 2018, and said that the new name would roll out across its stores in early 2019.
The company says that the name change is part of a larger effort to focus on its coffee and other drinks, rather than its doughnuts. It’s also simplifying its menu and redesigning its stores to make them more inviting and comfortable.
With the name change, Dunkin’ is hoping to appeal to a wider range of customers, beyond just those who crave sugary breakfast treats. It wants to be seen as a coffee destination for people on the go who need their caffeine fix.
So far, reaction to the new name has been mixed. Some people are sad to see the doughnut chain shedding its identity, while others think it’s a smart move that will help Dunkin’ compete better against rivals like Starbucks.
The New Direction of Dunkin Donuts
In the past few years, Dunkin Donuts has been making changes to its image and menu offerings. The coffee chain has been revamping its stores, adding new menu items, and even changing its name in some markets.
Dunkin Donuts’ new direction is evident in its rebranding effort. The company has dropped “Donuts” from its name in some markets, including International locations and select U.S. markets. The move is part of an effort to focus on the company’s coffee offerings and position itself as a more premium coffee brand.
In addition to its name change, Dunkin Donuts is also expanding its food menu. The chain has added items like breakfast sandwiches, flatbreads, and salads in recent years. And it’s not just the menu that’s getting an upgrade – Dunkin Donuts is also remodeling many of its stores to create a more modern and inviting space for customers.
So why the changes? Dunkin Donuts is clearly aiming to attract a wider range of customers with its new direction. By dropping “Donuts” from its name, the company is hoping to appeal to those who are looking for a quick coffee fix rather than a sugary treat.
And with its expanded food menu and updated store design, Dunkin Donuts is giving customers more reasons to visit – whether they’re looking for breakfast or just a mid-day pick-
What Does This Mean for Customers?
Customers will still be able to enjoy the delicious coffee and baked goods they know and love from Dunkin’, but with a new name comes some new changes.
The updated branding includes a new logo, cup design, and store décor – all of which aim to create a more energizing and inviting experience for customers. In addition, customers can expect to see new menu items, such as oven-toasted sandwiches and shareable tapas-style snacks.
In short, not much will change for customers. The Dunkin’ Donuts name will remain on the company’s stores, products and packaging. And while the company is rebranding itself as “Dunkin’,” it will still be selling donuts.
Founded in 1950, Dunkin’ Donuts is one of the world’s leading baked goods and coffee chains, with more than 12,000 locations in 36 countries. The company has long been known for its variety of donuts, including such iconic flavors as Boston Kreme and Old Fashioned.
The change comes as the company looks to focus on its coffee business. In recent years, Dunkin’ has been working to position itself as a leader in the $100 billion global coffee industry, with plans to nearly double its number of U.S. locations by 2028.
While the name change may be confusing for some customers at first, it ultimately reflects Dunkin’s focus on serving up quality coffee and other beverages rather than just doughnuts. So whether you call it “Dunkin’ Donuts” or simply “Dunkin’,” you can expect the same great tasting coffee and baked goods you know and love.
How to Adapt to the Change
Dunkin’ Donuts is now Dunkin’. The change is part of the brand’s evolution to focus on its coffee and beverage offerings, and it’s something that customers will need to get used to.
So how can you make the adjustment? Here are a few tips:
1. Pronounce it correctly: It’s now Dunkin’, not Dunkin’ Donuts. Say it like you would any other word – no need to add an extra syllable.
2. Get familiar with the new logo: The Dunkin’ logo is now simpler, with just the word “Dunkin'” in a orange and pink color scheme. Take some time to get used to what it looks like so you can easily recognize it when you see it.
3. Try out the new menu items: Even though the name has changed, Dunkin’ is still serving up all your favorite coffee drinks and baked goods. So if you’re feeling adventurous, try out one of the new menu items like the Nitro Cold Brew or the Brown Sugar Cinnamon flavored iced coffee.
4. Don’t worry, you can still call it Dunkin’ Donuts if you want: While the official name of the chain is now just Dunkin’, feel free to call it by its old nickname if it’s easier for you. No one will mind – we’re all going through this change together!
Conclusion
Dunkin’ Donuts is now a well-established name in the food industry and its rebranding has been an overall success. The company’s focus on coffee, convenience, and innovation have helped to create a loyal customer base.
For those who are interested in learning more about why the company changed its name from Dunkin’ Donuts to just Dunkin’, it’s clear that the decision was made with customers’ needs in mind. The updated brand identity helps to emphasize the quality of products that customers know and love while also making them easier to find online or at locations around the world.
Dunkin’ Donuts has come a long way since its early days as a single store in Quincy, Massachusetts. After more than 70 years of serving delicious donuts and coffee to customers around the world, the company rebranded itself to simply “Dunkin'” in order to better reflect their diverse menu offerings and appeal to younger generations.
The new name is an exciting step forward for the brand, but it certainly won’t be forgotten that this beloved establishment started out as Dunkin’ Donuts.
