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It's time to take out the donuts.
Dunkin 'Donuts removes the "donuts" from its name next year, making it the latest in a series of companies to breathe new life into their brands.
The company said Tuesday that it will keep its colors and police, but it will start with Dunkin in January. This change is a nod to the chain's beverage sales, which account for approximately 60% of its business, and the popularity of its longstanding slogan, "America Runs on Dunkin." "
In explaining the change in a press release and in a call with reporters, the company repeatedly stated that it was "name-based" to consumers and that, despite its new name, its interest in donuts remained intact.
Dunkin 'Donuts – as we know at the moment – is one of many companies to have declared a new name as part of a broader rebranding strategy.
Just this week, Weight Watchers It's an attempt to focus on well-being rather than weight loss, with the slogan "Well-being that works".
In 2016, Tribune Publishing – which owns The Chicago Tribune and other newspapers – became Trunk, to the general derision.
IHOP even used a name change as a marketing gadget this summer, when it temporarily changed its name to IHOb, for "International House of Burgers".
"Sometimes companies change their names because their names limit them in the company they are in," said Nik Contis, senior partner of PS212, a brand name agency that helped Coach Inc. to rename yourself. "Sometimes it's a message to the street that the company is taking a new direction. Most of the time, this is due to either a merger, an acquisition or a
On Tuesday, for example, Michael Kors announced that he would do to rename Capri Holdings Limited after its agreement for the Italian fashion house Versace is completed.
But such changes carry risks. David B. Srere, co-chief executive and strategy director at Siegel + Gale, a brand consulting firm, says he advises clients to "do everything they can before they change their business." name "to avoid losing. He was skeptical about Dunkin 'and WW.
"I would like to know what is a" Dunkin "- what does that mean?" Said Mr. Srere. "Dunkin" is a verb, if anything, so it's a problem of clarity for me. And the same thing for WW – I do not know what that is. The only WW I know is World War or a website that has forgotten its third W. "
Dunkin 'Donuts took its name in 1950, when its founder renamed his original boutique, known as Open Kettle. Last year, the United States had more than 9,000 Dunkin 'Donuts.
Tony Weisman, director of marketing at Dunkin 'in the US, told a press conference that the company had tested the new name over the past year.
He stated that the relationship that the company had established with the customers was similar to the one that people have with their friends, where they also use first names.
David Hoffmann, managing director of Dunkin 'Brands, said the change was about the chain's broader growth strategy of selling drinks – mostly coffee – to people on the move. He called the move "a milestone" in this trip.
Like Mr. Srere, Mr. Contis criticized the new Weight Watchers name, noting that saying "W" twice was a "linguistic morsel". But he was more optimistic about Dunkin '.
"There is a certain humanity to do it and to open it to the issue of donuts and not just coffee," he said. "I do not have a problem with Dunkin", more than just dipping into a cup of coffee, or having trouble with Crate & Barrel selling things that are not crates or barrels. "
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