Dunkin' drops 'Donuts' from its name in new branding
- Dunkin' Donuts has unveiled new branding, with an official name change to Dunkin', the company announced via a news release. The change will go into effect in January 2019 and appear on the brand's packaging, advertising, website and social media channels.
- The new branding is part of Dunkin's efforts to focus on coffee, but will also embrace the brand's heritage by retaining the pink and organic colors and a font that was introduced in 1973. The new Dunkin' logo will be featured on exterior and interior signage at stores in the U.S., and will be rolled out internationally later.
- Developed in partnership with Jones Knowles Ritchie, BBDO New York and Arc Worldwide, the rebranding is part of a broader growth strategy intended to transition the brand into a beverage-focused concept designed to meet the needs of on-the-go consumers.
The rebranding is the next step in an effort by Dunkin' that spans several years to better attract younger consumers and compete against Starbucks. The quick-service chain has been focused on updating its offerings and marketing, including through a simplified menu, an emphasis on beverages, unique products, mobile ordering, mobile loyalty, a strong push on social and messaging apps and a new design concept to provide seamless customer experiences. Dunkin' is also adding in-store mobile pickup areas and a drive-thru lane to let mobile customers skip the line.
With this move, Dunkin' is broadcasting that it recognizes the need to modernize for the on-the-go consumer and embrace a name that better encompasses its expansive offerings beyond doughnuts. Dunkin' Donuts hinted that it might be dropping "donuts" from its name last year, when it tested the rebranding at a single storefront in Pasadena, California. The brand has also been going by its first name for years, with its longstanding marketing tagline, "America Runs on Dunkin,'" and consumers commonly referring to the chain simply as Dunkin'. Strong quarterly earnings suggest the company's overall approach is working.
More fast-food restaurants are ramping up their digital strategies, including through mobile ordering, mobile loyalty and designated in-store pickup spots, in order to attract younger, tech-savvy consumers. Dunkin's coffee offerings are poised to attract millennials, who tend to drink coffee away from home. Gen Zers, however, are more likely to visit fast-food restaurants than other generations, so these efforts could help the brand build loyalty with this group.
The rebranding effort follows Dunkin' tapping Tony Weisman as its U.S. CMO last year to help position the company as a top coffee brand. Weisman previously led the Dunkin' account as the North American CEO of Publicis Groupe's DigitasLBi agency.
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