Dunkin’ Donuts Is Rebranding Itself But Not Everyone Is Happy About That
By Izza Sofia, 07 Aug 2017
Dunkin' is losing its “Donuts”.
But fret not, you will still be able to get donuts at all Dunkin’ locations. However, the Massachusetts-based donut-and-coffee chain, which has been increasingly emphasizing its coffee more than its donuts, says it will be dropping “Donuts” from the name of some stores.
An upcoming Dunkin' Donuts location in Pasadena, Calif., will cut “Donuts” from the store name and just go with Dunkin’. The Pasadena location will be the first of several to try out the shorter store name.
There are more than 12,000 Dunkin' Donuts locations worldwide, and it looks like only a handful would be affected in the near future. If the Donuts-less name is a hit with customers, it could be adopted more widely.
The company insists that the name change is not a big deal; after all, its long-established “America Runs on Dunkin’” advertising campaign does not even mention the world “Donuts”.
The company explained, “While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as ‘Dunkin.’”
Yet rebranding initiatives—like many other company and product name changes—can be risky. Many Dunkin' Donuts loyalists are very protective of their “Dunkies”. That is especially true in New England, where the brand is core to community identity. This is a place that created a mural of Boston Red Sox hero David Ortiz made entirely of Dunkin' Donuts last year, in honor of his retirement.
Should Dunkin' Donuts rebrand as just "Dunkin'"?— Jackie Wattles (@jackiewattles) August 4, 2017
Dunkin' Donuts is considering a name change https://t.co/GMYnJiibEs dropping Donuts...but still selling them. :)— Adam Gerry (@adamcgerry) August 4, 2017
Dunkin Donuts is considering the most obvious name change ever, so of course I expect 20 different new england thinkpieces on it by tomorrow— L.E.S. Miles (@Lukefrom2011) August 4, 2017
[via Guilty Eats, opening image via Dunkin’ Donuts]
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