After almost 70 years Dunkin’ Donuts, has decided to ditch the Donuts in their name. Dunkin’ began testing this new name in 2017, and after almost a year of testing, it is now official.
The official switch will begin January 2019. The new logo will be seen soon on stores, cups, containers, boxes, and advertisments. Dunkin’s growing competition in the coffee and breakfast area has increased, causing Dunkin’ to want to be known for more than just doughnuts. This name change is part of Dunkin’s new strategy: to slim the menu, increase the speed, convenience, and focusing on beverages more than food.
The reasoning behind this is to stay relevant for the future. Dunkin’s CEO and President, David Hoffman, said in a statement, “We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”