It’s Dunkin’, just call it Dunkin’ going forward

Dunkin’ Donuts has officially launched its new branding. Say goodbye donuts and hello to just Dunkin’.

Going forward, the iconic brand is going to be referred to just one name. Goodbye “donuts” and hello to Dunkin’. Like other infamous single name brands, this new branding is embracing the many ways that today’s consumer refers to infamous brand. Now everyone knows that America really runs on Dunkin’.

Today’s branding announcement shows the company’s initiative to focus being “the premier beverage-led, on-the-go brand.” Coffee will drive the iconic brand forward. Today’s consumer isn’t just stopping for coffee and donuts in the morning. The consumer wants great tasting beverages throughout the day.

just call it Dunkin, photo provided by Dunkin’

The company has been transforming itself into a premier beverage-led, on-the-go brand. Instead of just regular coffees, the brand has introduced options like Cold Brew Coffee, Nitro Coffees and other flavorful beverages. Now the consumer can stop at their local store morning, noon and night, whenever the caffeine craving hits.

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With the new branding, stores will get new designs. Looking to cater to the on-the-go consumer, the stores will feature elements to make service more convenient. From on-tap beverage dispensers to glass bakery cases, the consumers are offered a more efficient ordering process.

While the “donuts” might be dropped from the company’s branding, the donuts won’t be leaving the menu. The brand is “the #1 retailer of donuts in America” On average, the brand sells “more than 2.9 billion donuts and MUNCHKINS® donut hole treats annually worldwide.” At any time, donut fans know that the most popular donuts and even a few local favorites will be available. Whether guests visit their local store or a store across the nation, those favorite donuts will be fresh and waiting.

Even though Dunkin’ is modernizing, the branding reflects its heritage. The classic colors, pink and orange, as well as the iconic font will be featured on the new branding. The company isn’t erasing where it has been, instead it is reflecting today’s modern consumers’ wants. By evolving, the brand is staying relevant in today’s crowded retail space.

What do you think of the new name and branding? Do you run on Dunkin’?