Ahh! The title of this article is sensationalism at its best. Although I insinuated that Dunkin’ Donuts would stop selling their scrumptious, frosted delights—they’re really not. Instead, the American coffeehouse and doughnut company have opted to deliberately remove the word “Donuts” from its iconic logo.
Crazy, right? Well, that’s just strategic marketing for you. The meticulous move was made by DD in an attempt to rebrand itself as a chain that predominantly focuses on teas, coffees, and clutch service. According to Dunkin’ reps, beverages—especially coffee—makes up 60% of their US sales. I’m guessing the company caught up to our elevated health conscious ways and decided to “cut the excess fat” from its brand identity (saw what I did there?). “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,” says the Chief Marketing Officer at Dunkin’, Tony Weisman.
Starting in January, Dunkin’ Donuts will officially make the name change. What are your thoughts on the surprise switch? (no 6lack).