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Dunkin 'Brands Group
Inc.
DNKN 1.33%
abandon the word "Donuts" of its flagship brand, becoming the last company to report a new approach with a new name.
This decision is part of the chain's focus on beverages, which account for 60% of sales. Coffee is the "overwhelming majority" of these beverage sales, Dunkin chief executive Dave Hoffmann said in a call to reporters. It comes at a time when competition is growing in the coffee industry. Everyone, from gas stations to supermarkets, sells coffee in cans, bottles and hot breweries.
"It's another day in Dunkin," said Hoffmann.
Starting next January, Dunkin 'Brands will use the name "Dunkin" for advertising, packaging, the website and other public communications, "said the parent company of the beverage distribution chain on Tuesday. pastries. According to the company, the new logo will be presented in all outdoor and indoor signs.
Shares of Dunkin 'Brands, based in Canton, Massachusetts, rose 1.6% to 73.98 dollars on Tuesday afternoon.
Dunkin 'Brands joins a series of companies that have decided to highlight new products and strategies by deploying a name change. Monday,
Weight Watchers International
Inc.
said he was going to rename WW to emphasize the company's commitment to health and well-being.
The Dunkin 'Brands chain strives to transform its stores to attract busy customers, with new store designs with mobile order service tapes and displays to display orders so customers can get their drinks faster .
The company is considering the name change for some time. In August 2017, Dunkin 'Brands said it was testing the shorter Dunkin' name in a new store in Pasadena, California, according to an Associated Press report at the time.
The name change "positions us as a more dynamic dynamic brand," said marketing director Tony Weisman.
Dunkin 'Brands said Tuesday that donuts "will remain an important goal for the brand." The company sells more than 2.9 billion donuts and donuts each year worldwide.
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