Dunkin’ Donuts had barely made its name change announcement before fans far and wide unleashed a protest.
“After 68 years of America running on Dunkin’, we’re moving to a first-name basis,” the company declared Tuesday, signaling the decision to drop the name of its signature product.
It’s official: We’re going by Dunkin’ now. 🤗 After 68 years of America running on Dunkin’, we’re moving to a first-name basis. 🧡 Excited to be #BFFstatus with you all 👯☕️🍩 #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm
— Dunkin’ (@dunkindonuts) September 25, 2018
The rebrand was announced Tuesday as the chain moves ahead with the official name Dunkin’ beginning in January, when “Donuts” will be dropped from ads, packages, social media accounts and and signs at new and remodeled stores.
You go to Dunkin’ Donuts for the good doughnuts & the decent coffee. No one dunks his doughnut in his coffee. So of course the firm will now ridiculously call itself “Dunkin.” And the alternative is the grotesquely misspelled “Krispy Kreme.” All is lost. https://t.co/IVdFNHBQSh
— Bill Kristol (@BillKristol) September 25, 2018
Dunkin’ Donuts is dropping the “Donuts” from its name. They can drop them right off at my house, thanks!
— Bette Midler (@BetteMidler) September 26, 2018
— Janice Dean (@JaniceDean) September 26, 2018
“Dunkin’ Donuts has been on a first-name basis with its fans long before the introduction of its iconic tagline,” the company said in a news release Tuesday, citing the “America Runs on Dunkin’” campaign.
“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann said in a statement.
The familiar orange-and-pink color scheme that the company has used since 1973 will be retained and the logo will still bear the “DD” which seemed to confuse some fans.
so your logo will be just one D?
— Ellie (@elliebunny24) September 25, 2018
Nope, the ‘DD’ is still alive!
— Dunkin’ (@dunkindonuts) September 25, 2018
Wait how can it be DD if there’s one D
— Anthony Ruggeri Jr (@arugz02) September 25, 2018
And while donuts will not be touted in the name, noting that 60 percent of the chain’s sales are beverage-driven, the company promised that “as the #1 retailer of donuts in America, selling more than 2.9 billion donuts and MUNCHKINS® donut hole treats annually worldwide, each Dunkin’ restaurant is required to make the most popular donuts available every day.”
Beginning as a coffee restaurant in Quincy, Massachusetts called “Open Kettle” in 1948, founder William Rosenberg eventually renamed his restaurant “Dunkin’ Donuts” in 1950. The chain now boasts more than 12,600 locations worldwide in 46 countries.
But its decision to refresh the brand with “a simplified menu, a greater emphasis on beverages” mobile ordering and Dunkin’s next generation design concept, is not sitting well with loyal customers amid changes other companies have made recently.
Most notably, IHOP temporarily changing its name as a marketing gimmick to IHOb, for “International House of Burgers,” earned the pancake chain much backlash. Weight Watchers announced this week that it was now “WW,” claiming people want to focus on wellness, not just weight loss.
Dunkin’ seems pretty confident in its new strategy, planning to launch 1,000 new US stores by the end of 2020, executives told reporters Tuesday. It has already tested out a store using the new name in Pasadena, California and in Massachusetts.
But it’s going to take some convincing as some Dunkin’ Donuts fans have already declared they will “not comply.”
IHOP, KFC, Boston Market, Starbucks, Dunkin’ – love when places are named for their speciality and the specialty is good enough to launch hundreds of locations and then the growth monster comes along and says “WHAT IF WE ALSO SOLD PRINTERS”
— Jon Lovett (@jonlovett) September 25, 2018
— She came undone (@shecameundone) September 25, 2018
What is it exactly that one is Dunkin’, if not a Donut? https://t.co/47PNgBl8Hf
— Guy Adami (@GuyAdami) September 25, 2018
Dunkin’ Donuts has announced they are dropping the “donuts” form their name. I’m still more traumatized by the closing of Toys R Us, however, this news is inching to first place in heartbreak. This 👵🏻 is whimpering. 🍩⚰💔 #DunkinDonuts @dunkindonuts
— MichelleTrachtenberg (@RealMichelleT) September 26, 2018
I’ve been to a “Dunkin” store and it lacked the nostalgia and warmth of Dunkin Donuts. Very sad.
— Damaris Parry (@_damarisjoy) September 25, 2018
I just made a Twitter account to say how terrible of an idea this name change was, someone should be fired
— Eric Mistrot (@EricMistrot) September 26, 2018
Then what is the thing we are Dunkin’?
— Peter Matias (@I_theJury) September 25, 2018
I’m not okay with this at all. This doesn’t even make sense. “Dunking” by itself has no subject or direct object. UGH STOP IT.
— Christina (@KrabbyKam) September 25, 2018
1st @IHOP gives up on pancakes, now @dunkindonuts is giving up on donuts?What’s next, is @PopeyesChicken giving up on chicken?Is @olivegarden getting rid of its garden?Is @BurgerKing giving up on kings? Smh, just when you think you know people. #betrayed #whoareyou #Idontknowyou
— RevSavage (@RevSavage9) September 26, 2018
Honestly a stupid change, and a waste of money if they change the signs at every store location and the branding on the cups and on any other marketable items
— Stephanie ⛅️☕️ (@forevrallstar) September 25, 2018
its like removing the burger from burger king
— GoldMask (@ShadowGang0) September 25, 2018
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