Just Dunkin': Dunkin' Donuts to change name
Dunkin’ is dropping the donuts — from its name, anyway.
Donuts are still on the menu, but Dunkin’ Donuts is renaming itself Dunkin’ to reflect its increasing emphasis on coffee and other drinks, which make up 60 percent of its sales.
The 68-year-old chain has toyed with the idea for a while. In 2006, it released a new motto — “America runs on Dunkin’ — that didn’t mention donuts. Last fall, it tested the “Dunkin’” logo on a new store in Pasadena, Calif.; it has put the name on a few other stores since.
“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, the chain’s parent company, in a conference call with media.
