Public Relations and Marketing Blog

Dunkin’ Donuts is now Dunkin’, but why?


As the world of business continues to evolve, maintaining relevance and growth within a brand is vital. Rebranding can be advantageous and transformative for a company competing with other companies within the same industry. Although rebranding may appear as a risk, initiating change for growth can be a major step towards getting ahead. There are various ways a company can rebrand and numerous benefits that follow after a successful rebranding that is enforced correctly. Rebranding provides an opportunity to enhance consumer perception, expand a target audience, and align a brand with its growth objectives. A company within any industry can benefit from rebranding, one example of this is Dunkin’ Donuts shortening its brand name to Dunkin’. Let’s delve into the reasons behind Dunkin’s switch.

Dunkin’ Donuts made the switch to Dunkin’ to emphasize a change in what their brand offers. Once known for mainly donuts, Dunkin’ was looking to change direction and focus on becoming a beverage-dominant brand. Dunkin’ enforced this transition by simplifying its menu and expanding the drink options. They now sell teas and other options of coffee that were not previously offered, including nitro and cold-brew coffee. Not only was the expansion of their drink selection a reason for a name switch, but as society leans more toward favoring convenience and simplicity, brands like Dunkin’ rebrand to appeal to future generations and align with a face-paced experience. Dunkin’ has now implemented more convenient ordering systems, demonstrating that they are now focusing on being an on-the-go brand.

Encouraging this new identity of a face-paced and simple brand, Dunkin’ Donuts rebranded to Dunkin’ because it was a shorter and easier name. This helps keep up with an evolving and modernizing society while competing against major competitors. Simplifying their name is Dunkin’s attempt at portraying a more modern appearance. Although some consumers preferred the original name, this change reflects Dunkin’s new objectives and pushes consumers to embrace a change within their menu and consumer experience.

Rebranding can appear daunting, but PRMG can successfully help your brand attain your goals for the future. Whether it’s a change in experience, products, or appearance, rebranding can help portray the message you want your consumers to see. Contact PRMG today to learn more about how your brand can benefit from rebranding.

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