Dunkin’ Donuts rebrands as Dunkin' in bid to become a beverage-led company

Dunkin’ Donuts has announced that it is going to rename itself Dunkin’ to reflect its shift towards the coffee and drinks market, which make up 60% of its sales.

Starting in January, the 68-year-old company will rebrand its adverts, packaging and signage at new and remodelled stores, as well as its social media accounts.

The rebranding is part of the doughnut chain’s efforts to relabel itself as a “beverage-led” company that focuses on coffees, teas, and on-the-go food, including its doughnuts.  

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“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’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S.

“We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

Dunkin’ said that the rebranding is part of its ‘blueprint for growth’, which aims to transform the American firm into a premier beverage-led, on-the-go brand.

Other initiatives have included simplifying the chain’s menu, a greater emphasis on beverages like cold brew coffee and iced teas and a growing focus on on-the-go mobile ordering.

Although the word “donuts” will no longer appear on the company’s logo or branding, doughnuts will remain a significant focus for the brand.

Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann, said: “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers.

“From our next generation restaurants to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience.

“We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”