The End Of “Dunkin’ Donuts”?August 7, 2017
Other companies have gone down a similar path, tweaking their brand's image.
A staple of the New England diet, Dunkin Donuts has recently announced plans to shorten its name to “Dunkin’,” a move aimed at focusing customers to the brand’s wicked good coffee.
A shortened name for Dunkin’ Donuts is nothing new, as the company has long run its “America Runs on Dunkin'” advertisement campaign. As of now, Wall Street analysts seem sold on the shortened name and various changes taking place:
Call it Dunkin’, call it Dunkin’ Donuts, or even refer to it as “Dunkies” as many in the chain’s home market of New England do, and nothing changes. Or, to put it a different way, a doughnut by any other name would still taste as sweet.
Other companies have gone down a similar path, tweaking their brand’s image. In 2009, Yum Brands’ Pizza Hut tried to shorten its name to “The Hut,” creating what some called an “unnecessary publicity backlash” from its customers.
In 2010, General Motors sent out a memo urging employees of its core brand Chevrolet to not refer to the brand by its common shorthand, “Chevy.” The memo was received with mixed results by the iconic brand’s fan base.
Few companies hold the hearts of New Englanders like Dunkin’ Donuts, so any change like dropping the “Donuts” is sure to stir up some feelings.
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