CANTON, Mass., Sept. 25, 2018 /PRNewswire/ -- Dunkin'
Donuts has been on a first-name basis with its fans long before the
introduction of its iconic tagline, "America Runs on Dunkin',''
with customers around the world naturally and affectionately
referring to the brand as "Dunkin'." In recognition of this
relationship, and as one of many steps to transform itself into the
premier beverage-led, on-the-go brand, the company today
unveiled its new branding at its Global Franchisee Convention
that officially recognizes its name as simply "Dunkin'." The change
will officially take place in January
2019.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8411651-dunkin-donuts-rebranding/
The new branding conveys the company's focus on serving great
coffee fast, while embracing Dunkin's heritage by retaining its
familiar pink and orange colors and iconic font, introduced in
1973. Beginning the first of the year, the new branding will appear
on packaging, as well as the company's advertising, website and
social channels. Going forward, the new "Dunkin'" logo will also be
featured on exterior and interior signage on all new and remodeled
stores in the U.S. and, eventually, internationally. The brand
tested the new logo extensively, including on exterior signage at
Dunkin' locations featuring its next generation design concept over
the past year.
According to Dunkin' Brands' CEO and Dunkin' U.S. President
David Hoffmann, "Our new branding is
one of many things we are doing as part of our blueprint for growth
to modernize the Dunkin' experience for our customers. From our
next generation restaurants, to our menu innovation, on-the-go
ordering and value offerings, all delivered at the speed of
Dunkin', we are working to provide our guests with great beverages,
delicious food and unparalleled convenience. We believe our efforts
to transform Dunkin', while still embracing our incredible
heritage, will keep our brand relevant for generations to
come."
"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,"
said Tony Weisman, Chief Marketing
Officer, Dunkin' U.S. "We are bringing 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
customers each and every day."
Brand Refresh part of the Dunkin' Blueprint for
Growth
The new branding, developed in partnership with new creative and
branding agencies Jones Knowles Ritchie (JKR), BBDO New York
and Arc Worldwide, is one part of Dunkin's multi-faceted blueprint
for growth, a plan designed to transform the company into the
premier beverage-led, on-the-go brand. Recent initiatives have
included a simplified menu, a greater emphasis on beverages like
Cold Brew Coffee, Nitro Coffee and Iced Teas, the introduction of
unique products like Donut Fries, an increasing emphasis on
On-the-Go Mobile Ordering, and most importantly, the introduction
of Dunkin's next generation design concept.
Specifically designed to meet the needs and demands of today's
on-the-go consumer, the next generation store design offers new and
innovative elements to make running on Dunkin' faster and more
convenient than ever before. The key in-store elements include an
eight-headed tap system for cold beverages encouraging crew members
to serve guests like bartenders, a glass bakery case putting donuts
in the forefront within arm's reach of guests, and more prominent
and engaging mobile-order pick up areas, as well as the first-ever
mobile order drive-thru lane to allow mobile users to speed past
the line.
Dunkin' to Remain Sweet on Donuts
Although the word "donuts" will no longer appear in the logo or
branding, donuts will remain a significant focus for the brand. As
the #1 retailer of donuts in America, selling more than 2.9 billion
donuts and MUNCHKINS® donut hole treats annually
worldwide, each Dunkin' restaurant is required to make the most
popular donuts available every day, along with local favorites, so
that guests know they will be able to find the top-selling donuts
and fun seasonal varieties no matter which Dunkin' location they
visit.
Earlier this season Dunkin' brought back its popular Pumpkin
Donut and MUNCHKINS® donut hole treats for a sweet taste
of fall. The brand will be revealing this year's lineup of
Halloween-themed donut varieties early next month.
From Open Kettle to Dunkin'
The story of Dunkin' began in 1948 with a donut and coffee
restaurant in Quincy,
Massachusetts called "Open Kettle." Founder William Rosenberg served donuts for five cents and premium cups of coffee for
ten cents. After a brainstorming
session with his executives, Rosenberg renamed his restaurant
"Dunkin' Donuts" in 1950. His goal was to "make and serve the
freshest, most delicious coffee and donuts quickly and courteously
in modern, well-merchandised stores," a philosophy which still
holds true today. In 1955, the first Dunkin' Donuts franchise
opened, and, in just 10 years, the number of restaurants had grown
to over 100 shops. Since 1950, the number of Dunkin' restaurants
has increased to more than 12,600 restaurants worldwide in 46
countries.
For more information and images, please visit the Dunkin' press
room at https://news.dunkindonuts.com.
About Dunkin'
Founded in 1950, Dunkin' is America's favorite all-day, everyday
stop for coffee and baked goods. Dunkin' is a market leader in the
hot regular/decaf/flavored coffee, iced regular/decaf/flavored
coffee, donut, bagel and muffin categories. Dunkin' has earned a
No. 1 ranking for customer loyalty in the coffee category by
Brand Keys for 12 years running. The
company has more than 12,600 restaurants in 46 countries worldwide.
Based in Canton, Mass., Dunkin' is
part of the Dunkin' Brands Group, Inc. (Nasdaq: DNKN) family of
companies. For more information,
visit www.DunkinDonuts.com.
Contact:
Michelle
King
Dunkin' Brands
781-737-5100
press@dunkinbrands.com
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SOURCE Dunkin'