Popular doughnuts chain, Dunkin’ Donuts is dropping the donuts — from its name only as the company moves to rename itself to reflect its increasing emphasis on coffee and other drinks.
The makeover is part of Dunkin’ Brand’s efforts to relabel itself as a “beverage-led” company that focuses on coffees, teas, speedy service and to-go food including, but not limited to, doughnuts.
The change will officially take place in January, when the new name will start appearing on napkins, boxes and signs at its US stores. The name change will eventually be adopted by international stores.
Dunkin’ has more than 12,500 restaurants globally.
The 68-year-old chain says its new logo will still have the familiar rounded font and orange-and-pink color scheme that the company has used since 1973.
Canton, Massachusetts-based Dunkin’ says the name change is one of several things it’s doing to stay relevant to younger customers. It’s also simplifying its menu and adding dedicated mobile ordering lanes.
