Dunkin Donuts is changing its name beginning January 2019. This change is placing more emphasis on their coffee and other drinks as an overhaul to rebrand the company.
The food and drink chain will still sell donuts but in order to usher itself into a new era they are making its menu easier (it’s already cut items from its menu) and dedicating more attention to mobile ordering since visible sales growth.
According to David Hoffman, president of Dunkin’ Donuts U.S., “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.”
Changing to Dunkin’ from Dunkin’ Donuts is modernizing and changing the energy of the company said Tony Weisman, chief marketing officer, Dunkin’ U.S.
Dunkin’ worked with branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide to shift gears and make a change in their offerings to their customers.
For more information on the latest Dunkin’ changes head over to their press release.