Dunkin’ Donuts Considers Name Change

Source: Dunkin'

By Dakota Biladeau

As a college student, that morning, afternoon and late-night pick me up is essential. At Bryant, a hot spot for this “pick me up” is Dunkin Donuts. When was the last time you actually called the coffee spot by its full name? It’s almost always referred to as “Dunkin’” and the franchise picked up on this trend among their customers. On September 25th, the company tweeted out that they will officially change its name from “Dunkin’ Donuts” to just “Dunkin’” effective as of January 1st, 2019. The tweet used the hashtags, “BFF status” and “first name basis” with a video name tag that said “Hello My Name is Dunkin’. One of the main reasons for this name change is the significance of the other products sold in a store. The AP News reported that “Dunkin’ Donuts has always sold coffee, but hot breakfast sandwiches and specialty drinks like the fruity Coletta and Cold Brew iced coffee have become increasingly important to the chain. In the second quarter of this year, the company noted that overall U.S. store traffic was down, but revenue was up thanks to sales of higher-margin iced coffee drinks and breakfast sandwiches” (Durbin). Fans and followers of the franchise had mixed reviews on the name change.  

Loyal Dunkin’ fans did not hold back on Twitter after the announcement of the franchises’ name change. Richard Lawson took to the social media site tweeting, “The Dunkin’ news is giving me painful flashbacks to Boston Chicken becoming Boston Market and Starbucks buying the Coffee Connection” (@rilaws). “No, You’re Dunkin’ Donuts, not just Dunkin’. You’re going to go to all Dunkin Donuts a just take down the Donut part of the sign? 68 years is a long time, and this is stupid for me to change the name after almost 70 years.” (@buiddahouse222). Some customers, on the other hand, were not as angry saying that the name change really has no significance as no one calls Dunkin’ by their previous full name of “Dunkin’ Donuts”. The franchise spoke on behalf of the reviews stating, “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,”. Many other tweets were concerned with the company not serving donuts in-store locations due to the void of the second half of their name. “While donuts may no longer appear in our logo, we remain committed to serving our signature donuts and will continue to offer new and seasonal varieties to delight donut lovers everywhere,” Tony Weisman, U.S. chief marketing officer at Dunkin’ stated regarding the backlash of the name change, reassuring customers that their sweet treats will still be at their locations. Weisman also stated after customer backlash.  

As Dunkin’ continues to make strides in business, their products will stay the same. The changes looking to be made are simply cosmetic assigns and stores may be updated with the updated names as well as cups and boxes that will now read simply “Dunkin’”. The marketing means new signs, decorations napkins, and cups. The name change has been implemented in some storefronts already as new signs have been put in place.