Dunkin rolls out new branding


Dunkin rolls out new branding

Dunkin’ Donuts is being updated, and not just the logo. In an effort to keep up with the competition and respond to customer preferences, Dunkin’ is changing a lot about how it does breakfast. Recently, the company cut the ribbon on a concept store that represents the future of what Dunkin’ could be.

That store includes digital kiosks, as well as more Grab & Go options and the opportunity for online ordering customers to cut the line at the drive-thru. More innovations included beverages on tap, so customers don’t have to wait.

Branding Changes

Then there are the branding changes. These include new slogans such as “Drink Coffee. Be Awesome” or “Fueled by Positive Energy.” But, by far, the biggest branding change is the removal of the word “Donuts” from all signage and branding. This is an idea the company has been kicking around for the better part of a year, and now they will look to see how consumers respond to the change.

There’s no doubt people are starting to see Dunkin’ as more than the local donut chain. For years now, the company has been selling breakfast sandwiches, various drinks and other options that have nothing to do with donuts or the ever-popular Munchkins. Now, they will see if their brand is strong enough to pull their biggest seller off the sign.

In a statement released to the media, Dave Hoffmann, president of Dunkin’ Donuts North America, said: “The launch of our next generation concept store marks one of the most important moments in Dunkin’ Donuts’ growth as an on-the-go, beverage-led brand…”

Beverage Focuses

‘Beverage-led’ is a euphemism for taking on Starbucks head-to-head. There’s no doubt the company has a better profit margin selling drinks than selling pastries, so the move to a more beverage-centered marketing and branding program makes sense.

The move also takes into account shifting consumer expectations: more tech-based convenience and less waiting in line. One of the most important innovations along those lines is the updates to the Dunkin’ smartphone app. The hope is that the app interface will reduce wait times and increase convenience. Dunkin’ says it learned a lot from Starbucks’ frustrating roll out of its app ordering system, which led to longer lines and more consumer frustration. Starbucks eventually fixed those glitches, and their work benefitted Dunkin’s efforts.

What will consumers think about all these updates, branding changes and new features and menu items? The tale of the register tape will tell.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.


Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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