Dunkin’ Donuts
Dunkin’ Donuts
Much like Kentucky Fried Chicken, there was a certain purity to the Dunkin’ Donuts name. You knew exactly what they were selling. But when you’re trying to expand your reach and introduce new products that have nothing to do with donuts, sometimes you just have to shorten the name.
That’s what Dunkin’ Donuts did in 2018, even if few people noticed. And while it’s likely Dunkin’ dropped the “donuts” name at least partially over health branding concerns, the company didn’t admit to as much when it announced the rebranding.
“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’, both in and outside our stores,” Tony Weisman, Chief Marketing Officer at Dunkin’, said in a press release at the time.
