Time to take out the donuts

Dunkin & # 39; Removing Donuts "Donuts
"From his name that starts next year, making it the last in a series of companies that revitalize their brands with a name change.

The company said Tuesday that it would keep its colors and font, but in January it would start with Dunkin. The shift is a nod to the drinks sales of the chain, which accounts for about 60 percent of its business, and the popularity of its old slogan, "America Runs on Dunkin & # 39 ;."

In explaining the change in a statement and in a conversation with reporters, the company said several times that it was "on a first name" with consumers and that, despite the new name, the focus on donuts remained intact.

Dunkin & Donuts – as it is now known – is one of many companies that announces a new name as part of a broader strategy for rebranding.

Exactly this week Weight Watchers announced that it now & # 39; WW & # 39; used to be. It is an attempt to emphasize wellness rather than weight loss, with the slogan "Wellness that works. & # 39;

In 2016 Tribune Publishing – owner of the Chicago Tribune and other newspapers – Tronc became a widespread spot.

This photo of August 3, 2017 shows a Dunkin & Donuts sign at a store in Hialeah, Fla. Dunkin & # 39; Donuts cuts back on the supply of food and drinks. The Boston Herald reports that the new, simplified menu is expected to roll out at locations in New England from Monday, January 8, 2018, before expanding nationally in mid-March. (AP Photo / Alan Diaz, File)

IHOP even used a name change this summer as marketing gimmick, when it temporarily changed its name to IHOb, for & # 39; International House of Burgers & # 39 ;.

"Sometimes companies change name because the name limits them in the company they are in," said Nik Contis, a senior partner at PS212, an agency specializing in brand names and helped Coach Inc. call itself Tapestry. "Sometimes it is a message to the street that the company takes a new direction, usually because of a merger, an acquisition or a spin-off."

On Tuesday, for example, Michael Kors announced that it would call itself Capri Holdings Limited after the deal for the Italian fashion house Versace was completed.

But such shifts involve risks. David Srere, co-chief executive and chief strategy officer at Siegel + Gale, a brand consulting firm, says he advises clients to "do everything they can before they change their name" to prevent them from gaining any fame and emotional connection with consumers. to lose. He was skeptical about Dunkin & # 39; and WW.

"I would like to know what a & # 39; Dunkin & # 39; is – what does this mean?" Said Srere. "Dunkin" is a verb, if there is anything, so it's a matter of clarity for me, and the same for WW – I do not know what that is, the only WW I know is the World War or a website that their third W. has forgotten. "

Dunkin & Donuts got its name in 1950 when the founder changed the name of his original store, known as Open Kettle. As of last year, the United States had more than 9,000 Dunkin & Donuts locations.

The company tested the new name last year and the answer is "overwhelmingly positive", Tony Weisman, chief marketing officer of Dunkin & Donuts in the United States, during a telephone conversation with reporters.

He said that the relationship the company had built up with customers was similar to the kind people have with their friends, using first names as well.

David Hoffmann, chief executive of Dunkin & Brands, stressed that the shift was about the broader growth strategy of the chain to sell drinks – especially coffee – to people on the move. He called the move "an important milestone" in that journey.

Like Srere, Contis criticized the new name of Weight Watchers, noting that pronouncing "W" twice was a "linguistic bite". But he was more optimistic about Dunkin & # 39 ;.

"There is a kind of humanity to it and it opens to not just about donuts and probably not just about coffee," he said. "I have no problem with Dunkin, that means more than just a cup of coffee, just as I would have a problem with Crate & Vat sells things that are not crates and barrels.


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