Dunkin’ Donuts Announces New Name Change – No More Donuts

Dunkin’ Donuts decided to jump on the current trend of pulling the rug out from under their customers with an unnecessary name change. The well-known doughnut chain is dropping half of its name and it’s not the half you are expecting. It will now be known simply as Dunkin’.

This is a betrayal to many of us who delight in having a doughnut. How can you deny the best part of your business, the part that has brought in loyal customers for decades? I think this is a ridiculous move trying to accommodate or attract trendy hipsters who might be looking for the hot new thing, but doughnuts will always be delicious. Doughnuts deserve top billing on the marquee.

This odd decision is based on the fact that each location now offers more than just doughnuts. This will cause a problem for customers as the 68-year-old chain is branded for that specific pastry.

“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’,” chief marketing officer Tony Weisman said in a statement regarding the name change.

It’s an odd decision given that many people go the establishment for doughnuts and coffee. Of course, they offer sandwiches but they have been marketed for doughnuts for almost seven decades. This name change is gambling with many years of success. Imagine if Taco Bell decided to drop Taco from its name because each restaurant serves more than just tacos!

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Earlier this year, IHOP also announced a name change. The franchise claimed it was becoming IHOB because they were highlighting their new line of burgers. That received a tremendous amount of blowback before the company announced it was all part of a marketing ploy and there wasn’t an actual name change.

Weight Watchers also announced it is changing its name to WW to focus more on “wellness” than weight loss, so maybe these companies can get together now since they’re both so concerned about fitting in.

Source: AP