After close to 70 years of America running on Dunkin’, and just in time for National Coffee Day on Saturday, a pretty big change is coming.
Dunkin’ Donuts is dropping the “Donuts” from ads, packages and signage at new and remodeled stores, as well as its social media accounts beginning January 2019.
While we have seen some changes over the past year with Dunkin’ Donuts removing many of their food items from the menu, it is now official that the eighth-largest fast food restaurant chain is re-branding itself as a “beverage-led” company that focuses on coffees and teas. Dunkin’ says that beverages, especially coffee, make up 60% of the company’s US sales.
In an official press release on Tuesday, Dunkin’ Brands CEO and Dunkin’ U.S. President David Hoffmann says, “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.”
It’s official: We’re going by Dunkin’ now. 🤗 After 68 years of America running on Dunkin’, we’re moving to a first-name basis. 🧡 Excited to be #BFFstatus with you all 👯☕️🍩 #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm
— Dunkin’ (@dunkindonuts) September 25, 2018
It’s clear that Dunkin’ Donuts wants to keep up with the changes in our tech world, focusing on speedy service by installing fully-integrated digital kiosks and includes the first drive-thru exclusively for mobile ordering. In fact, about a mile away from the very first Dunkin’ Donuts in Quincy, Mass., Dunkin’ Brands has created a “concept store”, showing what the future of the restaurant will look like.
The company said last year that it was considering the name change and tested out a store in Pasadena, California, using the shorter name. After some criticism from Dunkin’ Donuts fans, the company took to social media to put our minds at ease. They aren’t getting rid of their doughnuts or munchkins.
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Dunkin’ also has plans to get bigger. As of last year, the United States had over 9,000 Dunkin’ Donuts locations, but plans to open 1,000 new US stores by the end of 2020.