By Megan Forsythe
Since opening under the name “Open Kettle” in Quincy, Massachusetts in 1948, Dunkin’ Donuts has undergone a lot of changes. The donuts are no longer 5 cents nor is the coffee a dime. One store expanded into 11,300 and now, after 70 years, the name is losing the donuts: just Dunkin’.
In a press release on Tuesday, September 25 the brand announced that in January of 2019 the name change from Dunkin’ Donuts to Dunkin’ will be official. The brand will be keeping its traditional colors with an orange Dunkin and a pink apostrophe. According to the press release, the name change is part of an emphasis on being a modern and on-the-go brand.
Credit: Dunkin’ Donuts
“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’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer of Dunkin’ U.S. in a press release.
Besides the new name, Dunkin’ is also working on modernizing different aspects of its restaurant. It is focusing on being more drink-oriented and more convenient for their customers. It has introduced new drinks like nitro cold brew and has started to remodel some of its stores.
“But we’re not changing who we are at the core,” Weisman said. “We’ve always been, and always will be, a brand that is for on-the-go people, who depend on us to keep running.”
Dunkin’ acknowledged that the change is based on their relationship with the customers. Customers have been on a “first name basis” for years, according to the press release, and they wanted their brand to reflect that.
“Nobody calls it Dunkin’ Donuts. So it’s somewhat similar to federal express [change to FedEx],” said BU Public Relations professor Donald K. Wright in an interview. “You’re seeing, in some situations, a trend for companies to call themselves what their customers have been calling them for years.”
Credit: CNBC.com
Dunkin is not the only company to make this move towards rebranding. Weight Watchers announced on Monday, September 24, the day before Dunkin’, that they would just be WW from now on. Early in July of this year, IHOP pretended to re-brand to IHOB (the B was for their new menu item of burgers) in a publicity stunt that became national news.
“When [brands] change this they’re creating some news, they’re creating some buzz that their competitors are not getting,” Wright said.
While the name might be changing, Dunkin’ assured that donuts will always be an important part of their company and their customers’ morning routine!
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