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.  


Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


Why Wingstop isn't afraid of Popeyes' chicken wings

The Bottom Line: The fast-casual wing chain says its sales improve when another brand pushes the product. Here’s why that might be.


Mendocino Farms masters a meaty Philly cheesesteak sandwich—without the meat

Behind the Menu: The fast casual uses a mushroom-based meat alternative for its Philly Shroomsteak Sandwich, a new menu item targeted to flexitarians, not just vegans.


Pay hike for couriers shakes up food delivery in NYC

Customers are paying more, and couriers are working less. What it all means for restaurants is still unclear, but some fear it could get ugly.


More from our partners