No more “donuts” in Dunkin’ Donuts- at least in name, that is. The company has just announced that it is renaming itself as simply “’Dunkin’” to give more emphasis to its coffee and other drinks products, and not so much on donuts anymore.
<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Dunkin Donuts dropping "Donuts" from its name <a href="https://t.co/AQ22Dz61zJ">https://t.co/AQ22Dz61zJ</a> <a href="https://t.co/xOOuPNllX1">pic.twitter.com/xOOuPNllX1</a></p>— CBS News (@CBSNews) <a href="https://twitter.com/CBSNews/status/1044655175238078466?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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Its famous donuts will still be in the menu, though. The news just came out about the name change, but the company has been toying with the idea of changing its name for years now. The 68-year-old chain, in fact, released a motto in 2006 that says, “’America runs on Dunkin’” where the word doughnuts were conspicuously missing.
Just last fall, too, the company tested the “Dunkin’” logo on a new store in Pasadena, California. It has also put the name on a few other stores since then.
The company also released a statement through its chief marketing officer, Tony Weisman, who said: “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’.”
Dunkin’ counts more than 12,500 restaurants globally. The Canton-Massachusetts-based chain has seen its coffee and sandwiches becoming increasingly more important in its sales.
The company noted that overall US store traffic was down in the second quarter of this year, but revenue is still up, credit to the sales of higher-margin
Iced coffee drinks and breakfast sandwiches.
The name change will only officially take place in January next year when “Dunkin’” will start appearing on the chain’s napkins, boxes and signs at U.S. stores. International stores are also expected to follow the name change.
The company says the name change is just one of several things it’s implementing to “stay relevant to younger customers.”
An Atlanta-based marketing consultant, however, is not convinced the name change will be good for the global brand. Laura Ries said it can even be a big mistake, especially in terms of emotional connections which the previous name has already established.
Social media users are losing their minds about the name change, with some really wacky reactions online.
<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Another sign of the apocalypse</p>— Rob Tannenbaum (@RobTPhoto) <a href="https://twitter.com/RobTPhoto/status/1044653230356123648?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">They are trying to be a shitty Starbucks instead of a good donut shop. Killing off the bran muffin was the jump the shark moment for their franchise. Hopefully current management is put on the curb shortly.</p>— Whores and Headlocks (@whoresheadlocks) <a href="https://twitter.com/whoresheadlocks/status/1044671402828345344?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">I want to see all internal numbers and focus groups so I can pick them apart and yell</p>— Humble Country Lawyer (@CountryEsq) <a href="https://twitter.com/CountryEsq/status/1044683070568370176?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Xan OD'd on Cheetos.<br>Dunkin droppin Donuts.<br><br>life is coming at me so fast rn, everyone pause pls.</p>— Mollis. (@BurdsIVue) <a href="https://twitter.com/BurdsIVue/status/1044679211598979074?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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<blockquote class="twitter-tweet" data-lang="en"><p lang="und" dir="ltr"> <a href="https://t.co/bkBTuMUeZ7">pic.twitter.com/bkBTuMUeZ7</a></p>— D. A. Kistner (@derekkistner) <a href="https://twitter.com/derekkistner/status/1044683957458153478?ref_src=twsrc%5Etfw">September 25, 2018</a></blockquote>
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Source:
https://6abc.com/food/dunkin-donuts-changing-its-name-to-dunkin/4341421/?sf198541193=1
Twitter: #MAGA #KAG #Dunkin’ #DunkinDonuts #NameChange #BusinessNews
