Dunkin’ Donuts is officially dropping ‘Donuts’

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The big business of Frankenfoods

Simply name it Dunkin’.

Beginning in January, Dunkin’ Donuts will drop the “Donuts” from adverts, packages and signage at new and transformed shops, in addition to its social media accounts.

The makeover is a part of Dunkin’ Model’s efforts to relabel itself as a “beverage-led” firm that focuses on coffees, teas, speedy service and to-go meals together with -— however not restricted to — doughnuts.

Dunkin’ says that drinks, particularly espresso, make up 60% of the corporate’s US gross sales.

“Our new branding is one among many issues we’re doing as a part of our blueprint for development to modernize the Dunkin’ expertise for our buyer,” stated Dunkin’ Manufacturers (DNKN)CEO David Hoffmann in a press release Tuesday.

dunkin donuts new name
Dunkin’s new brand.

The corporate stated final 12 months that it was contemplating the change. It examined out a retailer in Pasadena, California, that used the shorter title.

The corporate later unveiled one other retailer in Massachusetts that adopted the “Dunkin'” moniker as properly. That retailer additionally included digital kiosks, an expanded Seize & Go part and a drive-thru that allow clients minimize the road in the event that they ordered forward on the app.

Dunkin’ additionally has plans to get greater. Executives reiterated on a convention name Tuesday that the corporate plans to open 1,000 new US shops by the tip of 2020.

CNNMoney (New York) First printed September 25, 2018: 1:55 PM ET

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