Thursday, August 3

Dunkin' Drops the Donuts


"America runs on Dunkin'"... and so too will the brand name if a California test market proves it worthwhile.

While many people refer to the chain as "Dunkin'" (or even "DD"), the brand has forever been "Dunkin' Donuts" in homage to its roots serving donuts. Infamous donuts if you're from the Boston area where the company originates.

But through the years, the brand has expanded its menu far beyond just donuts so perhaps it's time to give that a nod.

So at some locations in California, the stores will simply be called "Dunkin." Sort of like when Starbucks dropped "Coffee" from its logo and signage.

Not a bad idea...let's see what happens. What's your experience? JIM

1 comment:

  1. Fascinating! Years ago, when my agency was pitching Dunkin Donuts they told us that they were a coffee shop, not a donut shop. Even back then they felt the word "donuts" was dragging them down.

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