Dunkin Donuts to rebrand itself

September 27, 2018: Dunkin’ Donuts intends to rebrand itself as “Dunkin'” as part of the new CEO Dave Hoffman’s plan to reflect its increasing emphasis on coffee and other drinks, which make up 60 percent of its sales.

"Our new branding is a clear signal that there's something new at Dunkin'. It speaks to the breadth of our offerings," said David Hoffman, the CEO Dunkin' Brands.

 According to the company’s official representatives, the new branding conveys the company’s focus on serving great coffee fast, whereas its pink and orange color scheme will remain the same.

The name change will officially take place in January, when it will start appearing on napkins, boxes and signs at new and remodeled U.S. stores. The change will gradually be adopted as franchisees update their stores. It will be phased in overseas over the next year, the company said. Dunkin' Donuts has 12,500 restaurants worldwide.

It will also involve revamped stores featuring donuts displayed in glass cases (instead of metal baskets behind the cashier), digital ordering kiosks, and tap systems for cold drinks.

The name change is one of several things it's doing to stay relevant to younger customers. It's also simplifying its menu and adding dedicated mobile ordering lane, a company official stated.

Dunkin' Donuts' Chief Marketing Officer Tony Weisman said the company has done a lot of testing and doesn't expect any customer backlash from the decision.

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