Dunkin' Donuts Officially Announces Name Change
Posted On May 10, 2020
BOSTON — Dunkin’ Donuts customers will soon see the second ‘D’ disappear from its name. The company announced Tuesday it is dropping the “Donuts” and that the re-branding will take place in January.
Lest you think that means the donuts will be disappearing, too, do not fret. The chain, founded in Quincy and headquartered in Canton, will still serve donuts. The change reflects a re-branding to focus on coffee, breakfast sandwiches and other baked goods, according to Tuesday’s announcement.
The 68-year-old company started testing the name change last year in Massachusetts with its Quincy shop. It also opened up a “Dunkin'” near the Boston Common.
About the same time Dunkin’ Donuts cut 10 percent of its menu, “simplifying” it by saying goodbye to items like smoothies, the Big N’ Toasted and the ham and cheddar sandwich.
Dunkin’ representatives say they hope to appeal to younger customers with the name change, which will not change the orange-and-pink color scheme adopted in 1973. Franchises are in on the changes, too; earlier this year franchise owners announced a multi-million dollar investment to make over 30 Boston-area restaurants by the end of the year.
“It’s time we take our relationship with our guests to the next level. We’re now moving to a first-name basis with America,” Chief Marketing Officer Tony Weisman wrote in Tuesday’s release. “We’re not changing who we are at the core. We’ve always been, and always will be, a brand that is for on-the-go people.”
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Photo by Jenna Fisher/Patch Staff