Date
19 October 2018
Following months of field trials, Dunkin Brands is dropping the word 'Donuts' from the restaurant chain's branding and logo. Photo: Reuters
Following months of field trials, Dunkin Brands is dropping the word 'Donuts' from the restaurant chain's branding and logo. Photo: Reuters

Dunkin’ drops ‘Donuts’ in rebranding move

Dunkin’ Donuts is dropping the word “Donuts” from its name and rebranding itself as “Dunkin” in an effort to bring beverages and breakfast meals to the forefront of the restaurant chain’s menu.

“The new branding conveys the company’s focus on serving great coffee fast, while … retaining its familiar pink and orange colors and iconic font,” the company announced on Tuesday, Reuters reports.

The firm, whose sales in the recent quarters have been powered by breakfast and beverage items, said the new branding would be effective January.

The company name, Dunkin’ Brands, will remain the same.

Growing competition in the coffee and breakfast space has pressured Dunkin’ into making itself known for more than just its doughnuts, CNBC noted.

Dunkin’s new strategy, pushed led by CEO Dave Hoffman, includes trimming down the menu and laying more emphasis on beverages than food.

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