Pasadena First, Then the Nation: Dunkin’ Donuts Officially Drops “Donuts” From Name After Successful Local Rollout

Published : Wednesday, September 26, 2018 | 4:52 AM

Pasadena saw the first new look Dunkin' store roll out on South Lake Avenue during the summer of 2017.

Dunkin’ Donuts launched its Pasadena store last year with bold new look and brand name — “Dunkin” — testing a makeover of the name and mission that built the international brand for over 60 years.

Tuesday the company announced that its global operations will follow suit with the new name and strategy in January.

The name conveys the company’s new focus on serving great coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colors and iconic font, introduced in 1973.

The new branding, announced at Dunkin’s Global Franchisee Conference, will appear on packaging, as well as the company’s advertising, website and social channels, just as it has on all labels at the Pasadena store since August last year.

All new and remodeled stores in the U.S. and internationally will feature the new “Dunkin’” logo starting January, as the company relabels itself as a “premier beverage-led, on-the-go brand,” indicating a successful Pasadena test run over the past year.

“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 Tuesday. “From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience.”

Dunkin’ developed the new branding in partnership with new creative and branding agencies Jone Knowles Ritchie (JKR), BBDO New York and Arc Worldwide.

The company said recent initiatives related to the rebranding have also included a simpler menu, with a greater emphasis on Cold Brew Coffee, Nitro Coffee and iced teas, the introduction of unique products like Donut Fries, and an increasing emphasis on on-the-go mobile ordering.

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” Tony Weisman, Dunkin’ U.S. Chief Marketing Officer, said. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

Dunkin’ in Pasadena, San Gabriel Valley’s first Dunkin’, is at The Shops on Lake Avenue, at 275 S. Lake Avenue, and is open from 5 a.m. to 10 p.m.

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