Marketing

Dunkin’ Donuts begins transformation into Dunkin’

Photograph: Shutterstock

Dunkin’ Donuts has begun the transition to its new identity with a changeover to packaging and napkins emblazoned with the lone word “Dunkin’.”

But the 9,000-store quick-service chain is continuing to rely on doughnuts as a promotional draw. During January, the brand will bring back what it describes as a favorite of doughnut lovers, the Caramel Chocoholic, for a limited run. 

Simultaneously, the Dunkin’ Brands holding is forging ahead with its planned makeover into what management describes as “the premier beverage-led, on-the-go brand.” Among the new products being introduced this month is Energy Cold Brew, a cold-brewed coffee spiked with a shot of espresso.

Two new breakfast sandwiches are also making their debut this month: the Power Breakfast Sandwich, an egg-white omelet made with spinach, peppers and onions and topped with a turkey sausage and cheese, all served on oats-and-seeds-topped sandwich bread; and the Brown Sugar Chipotle Bacon Breakfast Sandwich, a bacon and egg riff featuring bacon flavored with brown sugar and chipotle seasoning. 

The chain notes that the sweet-and-spicy sandwich features double the usual amount of bacon used on the brand’s sandwiches. Archrival McDonald’s recently added a new line of breakfast sandwiches incorporating three servings of meat. 

Dunkin’ has earmarked $100 million to fund its transformation into a beverage-led brand. The money will be used in part for new espresso makers and a tap system for cold coffees.

The chain announced in September that it would drop “Donuts” from its name as part of the recast, following a test at a few units on the coasts.  

 

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