After a short transition period, during which the good people of Boston were allowed to get comfortable with what was to come, Dunkin’ Donuts has made it official: It’s leaving “Donuts” behind, and changing its name to “Dunkin’” once and for all.
“For almost 70 years, America has been running on Dunkin’. It’s why we’re here,” says Dunkin’ CMO Tony Weisman in a statement, adding, “We are excited to bring 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 guests each and every day. But 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, who depend on us to keep running.”
It’s official: We’re going by Dunkin’ now. After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be #BFFstatus with you all ☕️ #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm
— Dunkin’ (@dunkindonuts) September 25, 2018
Weisman explains that the short, gerund-only name that will one day grace the entrance of every Dunkin’ in the universe is “simpler, shorter and more modern.” The color scheme is here to stay, though. And for the record so are the donuts themselves. “There is no Dunkin’ without donuts!” he says.
The change will be reflected in napkins, cups, ads, and other materials beginning in January, then all the renovated locations going forward will be rebranded, and then the “Donuts” will eventually be stripped from signage around the world until they vanish forever.
This comes after the change happened in slow motion in Boston, first with an experimental “Dunkin’” by the Common and eventually with the announcement in August that 30 more of the city’s coffee shops would get the sleeker “Dunkin’” branding in the weeks to come. And then, just like that, Dunkin’ has gone global.
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