CANTON, MASS. — After nearly 70 years as Dunkin’ Donuts, the restaurant brand is reintroducing itself as simply Dunkin’. The rebranding reflects the breadth of the company’s product offerings, said Tony Weisman, chief marketing officer of Dunkin' U.S.
“We’re all about serving great coffee fast,” he said. “But we’re also about donuts and baked goods and breakfast sandwiches.”
New branding on packaging, advertising, web site and social channels will begin appearing early next year. The new Dunkin’ logo will be featured on signage at all new and remodeled locations in the United States and eventually internationally, Mr. Weisman said.
“And while donuts may no longer appear in our logo, we remain committed to serving our signature donuts and will continue to offer new and seasonal varieties to delight donut lovers everywhere,” he added.
In recent years, the company has positioned itself as a “beverage-led, on-the-go brand,” building its espresso and coffee portfolio as it seeks to compete with the likes of Starbucks and McDonald’s during the morning daypart. Dunkin’s next-generation stores feature equipment such as tap systems, espresso machines, high-volume brewers and label printers to create an “espresso culture” within the restaurant, executives revealed earlier this year.