Dunkin Donuts Change Their Name to Dunkin’

The iconic coffee chain Dunkin’ Donuts, a chain synonymous to New England culture, has changed their brand name to Dunkin.’ Starting in January 2019, the change will officially take place. The move has flown under the radar, as Dunkin’ is gradually assimilating stores to adopt the new designs that come with the name change. However, their social media is going all in with their new name.

The change comes with Dunkin’ focusing primarily on their beverages, as they make up 60% of their revenue according to the New York Times. Dunkin’ Brands CEO David Hoffman told reporters, “For two years, we have been focused on evolving Dunkin’ into the premier, beverage-led, on-the go-brand and have been implementing what we call our blueprint for growth.”

Dunkin’s goal to modernize their company starts with their drinks. Updated stores will feature a new tap system for cold drinks, including the introduction of cold nitro brew coffee. There will also be mobile order drive-through lanes and glass cases that will hold the baked goods so customers will be able to reach for their food, rather than relying on the employees to reach for them in bins behind the register.

The overarching goal for Dunkin’ is to simplify. Dunkin’ US CMO Tony Weisman shares a similar vision to Hoffman,  as he told reporters, “The simplicity of our new brand creates energy … Dunkin’ is a shorter, simpler, more modern version of who we’ve always been.” The process to simplify started before the name change too. In January, Dunkin’ cut 10% of items off their menu. It’s following the trend fast food chains are experiencing where technology is starting to cut down the number of employees needed in stores.

Despite the idea revolving around making the customer’s experiences better, Dunkin’s fanbase has relatively disagreed with the changes made. Twitter accounts have been clear they are anti-Dunkin’. Users expressed their displeasure with the fact that they are following a similar pathway to IHOP, who changed their name to IHOB over the summer to advertise their new burger menu. Other’s ripped into the idea that it is basically taking out the “Burger” out of Burger King and taking out the “Taco” out of Taco Bell.

Many Scituate High School students are adamant that the name does not change their opinions about Dunkin’. As Junior Nathaniel Rice said, “It’s kind of similar to what Domino’s did when they dropped pizza from their name. Just because they dropped pizza from their name that doesn’t mean that they stopped selling pizzas.” Junior Conor McGonigle added, “changing their name from Dunkin’ Donuts to Dunkin’ isn’t really going to affect how many customers they have.”

When asked about his personal opinion about the Dunkin’ name change, Junior Damien Palmer didn’t necessarily think that the name change really does anything for them.  “I don’t think it’s a very smart decision because it’s what it (Dunkin’) is really known for, and it’s been known as this for a really long time,” Palmer stated. “People don’t go there for the name, they go there for the food and the coffee,” he added. Junior Kate Nally took a simpler approach to the question and said, “They can’t do that.”

Junior Jason Robinson was clear that he didn’t have a strong opinion about the name change. “Well it’s called Dunkin’ Donuts, but they always advertise their coffee all the time,” Jason Robinson said. “They have enough credibility with the word Dunkin’ Donuts, so then what is the point of changing it.”

Scituate High School students and customers around the country share a similar sentiment – no one knows how to feel. Although shortening the name will not impact how the food and beverages taste, it will be bittersweet to see the old name go. Dunkin’ will remain one of New England’s prominent chains, and now customers can look forward to a revamped Dunkin’ that will continue providing its traditional menu with state-of-the-art improvements to enhance the consumer’s experience.