1. Dunkin’ Donuts’ new name
After sporting its current identity for 67 years, Dunkin’ Donuts is seeing how hometown fans will take to an alias. The chain is opening stores in the Boston area that omit the usual doughnut reference on exterior signage, sporting instead the streamlined name “Dunkin’.” The only nod to the brand’s signature product is a double “D” logo.
The test of the new name is part of a strategy revealed this summer to recast Dunkin’ as what President Dave Hoffman summed up as a “beverage-led, on-the-go” brand. As part of that effort, the new Dunkin’ is also cutting down the number of food items it offers, including doughnuts, and intensifying the spotlight on coffee.
The shortened name has apparently been used elsewhere, but few markets have the same connection to Dunkin’ that Boston has fostered. The chain started in that area, and remains headquartered in the suburb of Randolph.
The chain has said it will decide whether to go chainwide with the shortened name around the middle of 2018.