Dunkin’ Donuts’ CEO Reveals the 2 Reasons Behind the Chain’s Decision to Slash the ‘Donuts’ from its Name
By Sara Shaw • October 5, 2018
Last Tuesday, Dunkin’ Donuts changed its name to just, “Dunkin'” and the reason for the change is rooted in two strategies that are driving the chain forward. The Dunkin’ name change embodies two pillars of this blueprint: beverages and an increasing emphasis on simplification.
Dunkin’ Donuts hasn’t been quiet about its aspirations to build up its drinks business, which currently makes up roughly 60% of the company’s sales. In next-generation locations, Dunkin’ is working to push not just coffee sales, but to expand into new types of beverages. New stores feature a tap system for cold beverages that include nitro cold brew, cold brew, original-blend coffee, dark-roast coffee, decaf, green tea, and iced tea.
Dunkin’ is also sending a symbolic message that simplicity and efficiency remain at its core. Dunkin’ Donuts began the process of cutting down its menu by 10% earlier this year. And, the chain is increasingly turning to tech solutions as it pares down the number of employees required to work in stores, due in large part to labor shortages. A shorter name matches a wider story of simplification with fewer menu items and workers.