Dunkin’ Brands Changes Focus

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Dunkin’ Brands is moving ahead with dropping the word “donuts” from its flagship store name, having now opened a test store in Pasedena, Calif. In mid-August, it also appointed a new Dunkin’ Brands CEO and brought in Jones Knowles Ritchie as creative partner for brand identity and branding strategy, joining an already intimidating creative team that includes BBDO Worldwide and ARC/Leo Burnett.

While the donut-drop plan was widely scoffed when it was announced earlier this year, marketing specialists say the move makes sense. First, donuts are seen as one of the worst of the worst healthy diet villains, almost to a comical degree. (Tangentially, dunking food into drinks is far less socially acceptable than it used to be, at least out in public.) Second, Dunkin’ Donuts sells more coffee than donuts anyway. Add to that the fact that the consumer demand for coffee continues to expand and the cost per cup continues to go up, and this is a business move that simply makes sense and cents.

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