Say Goodbye to Dunkin' Donuts

 

 

When you think of Dunkin’ Donuts, you picture a nice cup of rich and flavorful coffee with a side of warm, freshly baked doughnuts. Well, some will be disappointed to hear that Dunkin’ Donuts, a popular food chain in the United States, will soon be changing their well known brand name to just “Dunkin.’” This does not mean that they are erasing donuts from their brand, the company just wants to focus on beverages and less on breakfast food. Dunkin’ Donuts opened its first store in 1950 in Quincy, Massachusetts. Their original logo was of a cartoon character named “Dunkie” serving coffee and donuts with the brand name on it. After “Dunkie,” the logo changed to a cup of coffee with the words “Dunkin’ Donuts” in a circle to look like a donut being dunked. Now, the well known company is being changed again.

D&D will open the first new Dunkin’ store in Quincy, Massachusetts. Multiple Dunkin’ stores will also open later this year. According to CNN, D&D hopes to become a “beverage-led brand and coffee leader.” Dunkin’ brand has a goal to open 380-450 more locations this year. CNN journalist, Jackie Wattles held a poll on Twitter asking, “Should Dunkin’ Donuts rebrand as just Dunkin?”’ Out of all the respondents, 37% answered yes, while 63% said no.

Similarly, we asked a few C&C students about their thoughts on Dunkin’ Donuts controversial plan. Approximately 43% of the respondents said it was not a good idea for D&D to switch their name to Dunkin.’ Noah Reyes, a student in XIIsP, agrees and says, “...it loses its catchiness and it’s such a popular brand that it might be really confusing.” Multiple people add on by saying that Dunkin’ Donuts is such a well known name and that it would be a shame for it to change. “Dunkin' Donuts is the iconic name that everyone knows and loves. ‘Donuts’ is part of the brand and they sell donuts, it's iconic,” says an anonymous source. Other respondents agree and believe that the name will be viewed negatively by the public.

On the other hand, about 32% of the respondents believe that it would improve business if D&D changed their name to just Dunkin.’ The rest of the respondents held neutral opinions. Declan Larson, a student in the XIIIs, says “I think it's a smart business plan for D&D because they now sell other things besides donuts.” Other respondents say that the name Dunkin’ is catchier because it is short and fun. An anonymous source states, “Some people prefer healthier options in the morning. Now that ‘Donuts’ is out of the title, the food chain will be viewed as a healthier store.”

Currently, it is rare to see a company changing their brand, so it could be shocking to see D&D do this. Now that Dunkin’ will focus on beverages and less on food, there is a possibility of having a variety of options for everybody. Perhaps they will create drinks that are sugar-free or lactose-free, therefore people can find a drink that suits them at Dunkin’.

 

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