Beyond meat, Dunkin's image is changing from a donut to a "vegan" society

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Beyond Meat, the agri-food company that makes, markets and markets herbal meat products, is turning the image of Dunkin's Donut Brands into a "vegan" company.

For years, Dunkin's Donuts – the franchise based on Mbad. – was known for his collection of donuts; and the coffee that makes a nice addition to the breakfast time.

It was in the 1960s and 1970s, when young baby boomers who visited Dunkin's Donuts stores did not care about calories and cholesterol. Starbucks was not there. McDonald's was not serious in the coffee industry.

Nowadays, Dunkin & Brands still sells donuts. But they do not have priority over the company's branding campaign, as evidenced by last year's decision by the leadership to remove the word "Donuts" from its logo.

As we have written in previous texts, it was a strategic decision of the company to "modernize" its value proposition, from "donuts first" to "coffee first", or to express the Espresso drinks first.

This change in the company's value proposition is like a play on words, but it is not. That says a lot about the new goal of Dunkin & # 39; Brands.

The coffee drives traffic and sells more donuts and other breakfast items. But if this change in marketing orientation has helped Dunkin's Brands to compete in the market & nbsp;In a new market environment cluttered by Starbucks, McDonalds, etc., it did little to change the company's image as a donut company.

And it's a big problem in today's world where baby boomers are no longer young and tend to worry about every gram of cholesterol they consume.

Then there is the millennial generation, who cares about calories and so much more. Like sustainable foods, foods that help save the planet from all kinds of externalities, as economists will say.

This could perhaps explain why Dunkin & Brands partnered with Beyond Meat to offer vegan-based breakfast dishes. And change his image of donut society into – a vegan society.

Ted Bauman, an economist and senior research badyst at Banyan Hill Publishing, thinks it's a good strategic move for Dunkin's Brands.

"I think for a legacy company like Dunkin's Donuts, add an" me to "alternative is a no-brainer, says Bauman. "Every business needs to adapt to changing consumer preferences, and in many rich urban areas of the United States, meatless alternatives are in demand. In this regard, Dunkin & # 39; Donuts follows a path similar to that of McDonald's, which has reorganized its image to consumers in order to adapt to a millennial consumer base. This is reflected in the move to "Dunkin" in its current brand image, dropping the donut part. "

He thinks that Dunkin's strategy is easy to implement because "it involves adding an alternative to the Beyond Meat menu to existing menus," he adds. "The company certainly does not give up the actual meat products to adopt that, so there are very few disadvantages.

Disclosure: I own shares of DNKN

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Beyond Meat, the agri-food company that makes, markets and markets herbal meat products, is turning the image of Dunkin's Donut Brands into a "vegan" company.

For years, Dunkin's Donuts – the franchise based on Mbad. – was known for his collection of donuts; and the coffee that makes a nice addition to the breakfast time.

It was in the 1960s and 1970s, when young baby boomers who visited Dunkin's Donuts stores did not care about calories and cholesterol. Starbucks was not there. McDonald's was not serious in the coffee industry.

Nowadays, Dunkin & Brands still sells donuts. But they do not have priority over the company's branding campaign, as evidenced by last year's decision by the leadership to remove the word "Donuts" from its logo.

As we have written in previous texts, it was a strategic decision of the company to "modernize" its value proposition, from "donuts first" to "coffee first", or to express the Espresso drinks first.

This change in the company's value proposition is like a play on words, but it is not. That says a lot about the new goal of Dunkin & # 39; Brands.

The coffee drives traffic and sells more donuts and other breakfast items. But if this change in marketing orientation has helped Dunkin's Brands to compete in the market In a new market environment cluttered by Starbucks, McDonalds, etc., it did little to change the company's image as a donut company.

And it's a big problem in today's world where baby boomers are no longer young and tend to worry about every gram of cholesterol they consume.

Then there is the millennial generation, who cares about calories and so much more. Like sustainable foods, foods that help save the planet from all kinds of externalities, as economists will say.

This could perhaps explain why Dunkin & Brands partnered with Beyond Meat to offer vegan-based breakfast dishes. And change his image of donut society into – a vegan society.

Ted Bauman, an economist and senior research badyst at Banyan Hill Publishing, thinks it's a good strategic move for Dunkin's Brands.

"I think for a legacy company like Dunkin's Donuts, adding a vegan alternative to" meat "is a no-brainer, Bauman said. "Every business needs to adapt to changing consumer preferences, and in many rich urban areas of the United States, meatless alternatives are in demand. In this regard, Dunkin & # 39; Donuts follows a path similar to that of McDonald's, which has reorganized its image to consumers in order to adapt to a millennial consumer base. This is reflected in the move to "Dunkin" in its current brand image, dropping the donut part. "

He thinks that Dunkin's strategy is easy to implement because "it involves adding an alternative to the Beyond Meat menu to existing menus," he adds. "The company certainly does not give up the actual meat products to adopt that, so there are very few disadvantages.

Disclosure: I own shares of DNKN