Page 9 - BMMGuru Monthly Issue 21

Brand News
#BMMGuruWeekly

Dunk in Donuts to
Dunk in Donuts to

" DUNKIN "
" DUNKIN "

Dunkin' Donuts, now known as DUNKIN?, is an coffee, decaf, green tea, and iced tea.
American multinational quick service As of now, the company's main strategy
restaurant chain based in Canton,
includes, slimming down its menu,
Massachusetts. The company decided to
increasing speed and convenience, and
change its name by dropping 'Donuts' from
focusing more on its beverages (which
its logo.
accounts for about 60 per cent of their sales)
The company, which also owns Baskin than its food.
Robbins, said that its company name, Dunkin'
Dunkin' sells more than 3 billion doughnuts
Brands, will remain the same.
and munchkins every year and hence the
The doughnut chain tested the new name at company will not ditch their doughnuts from
roughly 50 locations over the last year and a its menu.
few customers responded with
"By simplifying and modernizing our name,
disappointment. The name change will
while still paying homage to our heritage, we
officially take place in January 2019.
have an opportunity to create an incredible
Growing competition in the coffee and new energy for Dunkin', both in and outside
breakfast market has pressured Dunkin' into our stores," Tony Weisman, chief marketing
making itself known for more than just its officer at the Dunkin' U.S., said in a
doughnuts. Founded in 1950 by William statement.
Rosenberg in Quincy, Massachusetts, the The name change suggests the company
company is one of the largest coffee and
wants its customers to treat it like another
baked goods chains in the world, with more
coffee shop, which is why it kept the Dunkin?
than 12,000 restaurants in 36 countries.
and dropped the Donuts. They also expect to
The notable change beyond the logo is the open 1,000 new stores in the next three
inclusion of a new tap system for cold years.
beverages. The tap includes nitro cold brew,
- Zoyena Ansari
cold brew, original-blend coffee, dark-roast

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