Dunkin’ Donuts Name Changing: Rebranding Plan to Drop the ‘Donuts’

Dunkin’ Donuts Name Changing: Rebranding Plan to Drop the ‘Donuts’
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We all know that America Runs on Dunkin. Dunkin’ Donuts, that is.

Turns out, though we’re all familiar with the campaign that’s been around for ages, Dunkin' Donuts is looking to change their name and drop the 'Donuts' part. Although, of course, they won’t be dropping donuts from their menu.

Confused?

The coffee and donut chain is looking to keep the name pure with one new store that’s opening in Pasadena, California, that will go simply by Dunkin’.

If the name change is a hit, they’ll test it at other locations before the possibility of rolling the change out at all locations in mid to late 2018.

This rebranding isn’t a huge shock to anyone, given that a lot of people already call it Dunkin'. In a statement the company made to Nation’s Restaurant News, they share: "We have been referring to ourselves simply as Dunkin' in our advertising for more than a decade, ever since we introduced our 'America Runs on Dunkin' campaign."

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But why the change? Look no further than that other coffee chain that also goes by one name: Starbucks.

Dunkin' explains: "While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'."

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