Dunkin’ Donuts will be “Donuts” no more, as the company plans to drop 50 percent of its name come January. The coffee chain will continue serving doughnuts on its menu, but is re-branding to be recognized for its coffee and other beverages instead of just its doughnuts.
Growing competition in the coffee and breakfast space pressured Dunkin’ into making itself known for more than just its doughnuts. Dunkin’s adopted a strategy to slim down its menu, increase speed and convenience, and focus more on its beverages than its food.
Currently, beverages account for about 60 percent of Dunkin’s sales, but the company still sells more than 3 billion doughnuts and munchkins every year.
The change will officially take place in January when the new name will start appearing on napkins, boxes and signs at its U.S. stores. International stores will eventually adopt the name change as well. Furthermore, the company expects to open 1,000 new stores in a span of three years.
The 68-year-old chain says its new logo will retain the familiar rounded font and orange-and-pink color scheme that has been used since 1973.
The 68-year-old company already began testing the name change last year with a store in Pasadena, Ca. It also opened up a “Dunkin’” shop near Boston Common last December.
By: Maytinee Kramer