Dunkin’ Donuts is to be renamed ‘Dunkin’ from January 2019, the company’s CEO has revealed.
Although it will continue to sell the donuts that have made it famous across the world, the updated branding is regarded as a significant step in the chain’s transformation to a “beverage-led, on-the-go brand” and will be visible on all new and remodelled restaurants starting from next year.
The firm unveiled the plans at its Global Franchisee Convention and said that many of its customers already “affectionately” refer to it as Dunkin.
The new branding conveys the company’s focus on serving great coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colours and iconic font, introduced in 1973.
CEO David Hoffmann said the new logo has been tested extensively at locations featuring its next-generation design concept over the past year.
“Our new branding is one of many things we are doing as part of our blueprint for growth to modernise the Dunkin’ experience for our customers. 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.”
The new branding, developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand.
Recent initiatives have included a simplified menu, a greater emphasis on beverages like cold brew coffee, nitro coffee and iced teas, the introduction of unique products such as ‘donut fries’, an increasing emphasis on on-the-go mobile ordering and, most importantly, the introduction of Dunkin’s next-generation design concept.
The new store design offers new and innovative elements to make running on Dunkin’ faster and more convenient than ever before.
Key in-store elements include an eight-headed tap system for cold beverages, encouraging crew members to serve guests like bartenders, a glass bakery case putting donuts in the forefront within arm’s reach of guests, and more prominent and engaging mobile-order pick-up areas, as well as the first-ever mobile order drive-thru lane to allow mobile users to speed past the line.
There are currently more than 12,600 Dunkin’ restaurants across 46 countries.