Dunkin’ Donuts is rebranding as Dunkin’. While doughnuts will remain a menu staple, they’re being dropped from the name to make way for a more beverage focused approach.
The 68-year-old brand will officially launch Dunkin’ in January, 2019, with a logo that boasts a similar rounded typeface and orange and pink colorway. Come January, the new logo will be found on all store merchandise.
As well as simplifying the name, the variety of doughnuts on offer will also be streamlined. Rather than 30 options, only 18 “core” doughnuts will be sold. This paired down approach will first be tested in 1,000 of its 9,000 locations. If successful, it could be rolled out nationwide.
The move is part of a goal to inject a breath of fresh air into the company. Chief marketing officer, Tony Weisman, explained, “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’.”
The people of Twitter, however, don’t see the name change making much of a difference.
Well, either that or that they’re just simply not behind the name change.
Do you approve of the brand’s new name? Share your thoughts and feelings in the comments.
In other food-related news, Coke is reportedly in talks about cannabis infused drinks.