Here's Why Dunkin Lets Donuts Its Name | CMO Strategy

Dunkin's Donuts takes the not-so-surprising and yet remarkable step of dropping Donuts out of his name.

The chain had kept its origin in donuts for 68 years. He will continue to sell them.

The change will make sense in January, when the new brand name, more succinct, will appear everywhere, whether goblets or advertisements in stores. On Tuesday, the company began to explain the change in social media and elsewhere online.

"This is not a change for the sake of change," said Dave Hoffman, CEO of Dunkin's Brands and President of Dunkin & # 39; U.S., Tuesday afternoon.

"Our new branding clearly indicates that Dunkin has something new," he says. "We say we are a dynamic and dynamic brand while paying tribute to our great legacy."

Dunkin & # 39; Donuts was actually born from the name of another restaurant. William Rosenberg opened his Open Kettle restaurant in 1948 in Quincy, Massachusetts. He served five-cent donuts and 10-cent cups of coffee. And he renamed the restaurant Dunkin & # 39; Donuts in 1950.

The change comes 12 years after Dunkin & # 39; Donuts began running ads with the slogan "America Runs on Dunkin", created by its long-time creative agency, Hill Holliday.

"Dunkin" is a shorter, simpler and more modern version of which we have always been, "says Tony Weisman, who joined Dunkin's one year ago as US marketing director.

Of course, Dunkin's not the first known brand to review his name. Kentucky Fried Chicken has been using KFC for decades. The International House of Pancakes has been IHOP for years (and is briefly marketed as IHOB this year to promote its burgers). Weight Watchers has just renamed itself WW on Monday.

"We really find in today's world a great energy in the simplicity of Dunkin," said Hoffman.

To the drink

Although the donuts remain on the menu, the company makes more drinks. Beverages, driven by coffee, account for 60% of Dunkin's sales. "Drinks are really key to the company's future," says Weisman.

The abbreviated name has already been tested in a small number of stores where posters already indicate "Dunkin". The sites also include adjustments like the display of donuts between cashiers and customers, as they are often in bakeries rather than in shelves. the counter. Donut sales have increased in these stores, says Hoffman.

The famous Frankfurter font and the familiar images of pink and orange are still present.

It's official: we're going by Dunkin's now. "After 68 years of America on Dunkin," we move to the first name. Ited excited to be #BFFstatus with you all ?☕️? #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm

– Dunkin & # 39; Donuts (@dunkindonuts) September 25, 2018

The name change from Dunkin comes after a series of other changes such as the thinning of the menu, but also the addition of new items, including cold-brewed coffee and donut fries. The updates are led by Hoffman, who left McDonald's to join Dunkin's as US President in October 2016. He has added the role of Dunkin's CEO & # 39; Brands in July, giving him additional supervision of the Baskin-Robbins brothers chain.

Weisman joined Dunkin as a CMO in the US last year from DigitasLBi of Publicis Group, where he was North American CEO. Dunkin has since dropped Hill Holliday, hiring BBDO Worldwide from the Omnicom group for creation, Publicis Group's Arc for retail and in-store marketing, Jones Knowles Ritchie for the brand, and a bespoke Publicis Media team for the US media buying and media planning.

Dunkin talked about franchises at a meeting on Tuesday. Franchisees whose new stores are already planned will receive the new look, while others will gradually introduce them as renovations progress. US stores will begin, with international revisions to follow. There is "no impact on the immediate costs to franchisees," says Hoffman.

Jones Knowles Ritchie, BBDO New York and Arc worked with Dunkin on the redesign of the brand. As part of this new name, JKR has launched a social media campaign that involves giving people the chance to win Dunkin 'friendship bracelets, assuming the brand would make a name for itself with His fans.

U.S. Dunkin & # 39; Donuts' long-time store sales were up 1.4% in the second quarter as strong sales of breakfast and frozen beverage sandwiches helped mitigate the decline in visits. The first Dunkin & # 39; Donuts franchise site opened in 1955. There are now over 12,600 franchise sites worldwide.