Retail

Dunkin’ Donuts Officially Changes Its Name

Dunkin’ Donuts announced that it has officially changed its name, and will now be known simply as Dunkin’.

As a result of the change, new branding was unveiled at its Global Franchisee Convention that recognizes its new name and focus on serving great coffee fast, while also embracing Dunkin’s heritage by keeping its signature pink and orange colors and iconic font.

The changes will go into effect on Jan. 1, 2019, with the revised branding appearing on all packaging, as well as the company’s advertising, website and social channels. In addition, the new Dunkin’ logo will be featured on exterior and interior signage on all new and remodeled stores in the U.S. and, eventually, internationally.

The company tested the new logo extensively over the past year.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann said in a press release. “From our next-generation restaurants to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

“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, Dunkin’ U.S. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

Although the company is dropping the “donuts” from its name, its signature treat will remain a significant focus for the brand. The retailer sells more than 2.9 billion donuts and munchkins annually worldwide.

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