Among the most popular trends in the food franchise industry for 2018 is rebranding. Popular chains like McDonald’s, Pizza Hut, and KFC have all upgraded their brands over the past several years. Dunkin’ Donuts is the next popular food franchise to go the rebranding route.

In the coming months, America’s favorite pink and orange doughnut shop is undergoing some major changes. At the company’s Global Franchisee Convention on September 25th, Dunkin’ unveiled its new plan to rebrand and transform into the top beverage-led, on-the-go brand, according to a company press release. As of September 25th, the company officially recognizes its name as “Dunkin’,” a change that will nationally take place in the new year.

Dunkin’s decision to upgrade: explained

Dunkin’ Donuts Franchise Statistics

Dunkin’ is currently the leader of the doughnut shop industry. This past year, this industry has become the most popular area of the food service sector, thanks to chains like Dunkin’, with Tim Hortons in second place. Dunkin owns 62.1 percent of the US doughnut shop industry, a $16 billion industry, according to IBISWorld. The industry consists of 25,435 different businesses and employs 244,678 people with a 3.4 percent annual growth rate.

Dunkin’ owns 62.1 percent of the US doughnut shop industry

Dunkin’ Donuts Founding

The Dunkin’ Donuts company was originally established as “Open Kettle” in 1948 in Quincy, Massachusetts by William Rosenberg. Initially, Rosenberg served his doughnuts for five cents, paired with premium cups of coffee for ten cents. After much success and collaboration with other executives, Rosenberg decided to change the company name to “Dunkin’ Donuts” in 1950. The new name has stuck around until now.

Despite the long-standing history behind the Dunkin’ Donuts name, the company believes customers respond positively to the first-name basis established by the tagline: “America runs on Dunkin’.” Over the past several months, Dunkin’ has begun removing “Donuts” from storefront signs, testing the name change in Quincy, its founding city.

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside of our stores,” said Tony Weisman, Chief Marketing Officer of Dunkin U.S. in the release. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

Dunkin’s decision to rebrand is another step in the company’s journey to develop into a popular on-the-go brand. While the company plans to implement new design and operational upgrades throughout the franchise system, officials assure customers that their commitment to producing quality, fresh doughnuts will remain priority.

What changes can customers expect?

Dunkin’ will continue to retain many of the traits that customers love, while bringing other elements to the forefront. The company intends to retain its popular pink and orange colors, with some added vibrancy, and iconic font, which were introduced to the brand in 1973. The company has unveiled new logo ideas for its coffee cups and doughnut boxes, playing with the new Dunkin’ name. With the rebrand, customers can also expect to see increased advertising with fresh, clever design schemes and taglines. New branding signs, which have been placed on buildings and billboards, include lines like: “Our friends call us Dunkin’,” “Calling all day crushers,” and “Dunkin’ enough said.” These new advertisements are accompanied by new photographic elements, showcasing new products.

The company will implement new design changes inside and outside their doughnut shops.

Alongside the visual upgrades, Dunkin’ plans to refresh the inside of its franchises, too. The company intends to change the inside appearance of its locations, introducing a new tap system for its beverages. Using this system, employees will serve customers like bartenders. All Dunkin’ locations will also begin keeping its doughnut selection in a glass case front and center so customers can get an easier view of their options. Additionally, the company plans to simplify its menu, placing higher emphasis on coffee and coffee products, introducing new cold brew and nitro coffee options.

As far as the Dunkin’ operational system is concerned, the company intends to create a new energy in their franchise. According to Dunkin’ Brands’ CEO and Dunkin’ US President David Hoffman, the company plans to emphasize speed and efficiency in its system. The company plans to place higher emphases on on-the-go mobile ordering so that its busy customers minimize their time spent waiting in line.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” Hoffman said in the release. “From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled conveninence. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

While Dunkin’ customers can expect many new upgrades to their favorite local doughnut shop, the company promises to continue placing high value on their prized product: doughnuts. Dunkin’ intends to retain their focus on high quality doughnut and MUNCHKINS® products. Customers can expect to see more seasonal flavors at each location, starting at the beginning of this month with Halloween-themed varieties.


Callens Capital

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