The international chain of quick service restaurants has announced a global name change in an effort to be identified as a “restaurant” in the eyes of their younger, more health conscious, customers.
The the name of restaurants, branding and merchandise will reflect the new name, simply: Dunkin’ as of January 2019. Over the past year, the company has been test driving the new look concept at a restaurant in California, and according to Tony Weisman, Chief Marketing Officer, Dunkin’ U.S., the change has been well received by customers.
RECIPE: Chocolate doughnuts
“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 Weisman.
The US company has been operating since 1950 from its head office in Massachusetts, and today boasts over 12 500 restaurants worldwide in 46 countries, including South Africa. According to a statement released this week, the company sells over 2.9 billion donut products annually. That’s a lot of sprinkles!
Despite the marketing hype and bright images of new packaging, after over 60 years of serving the world comfort carbs, there was bound to be some push back from customers who are not happy with the change.
Concerns about the name change were widespread on Twitter, with many asking who even dunks their donuts anyway? Boston Magazine writer Spencer Buell asks the all important questions: “Does anyone even dunk their donuts anymore? And: What the hell?”
We contacted Dunkin’ Donuts South Africa for a statement on what this means for restaurants in SA, but they were not able to comment at this time.