Popular donut and coffee house Dunkin’ Donuts will unveil a new store in August that will be called Dunkin’. Later in 2017 a few other stores called just Dunkin’ will open.
The owner of Dunkin’ Donuts, Dunkin’ Brands said it might make the new name official beginning in 2018, which would mean the dropping of the word Donuts from all its stores’ signage as well as all ad campaigns, but a final decision has yet to be taken.
The test takes place at the same time as plans by the company to develop a new image for the restaurant, said Dunkin’ Brands through a prepared statement.
The company does not anticipate a decision to be made regarding branding until late 2018, when it starts to roll out the new store image.
That image might be less focused on food. Dunkin’ said that it wants to place more emphasis on its beverages. That means on its coffee.
The company said it will reinforce that it is a coffee and beverage led brand leader.
Dunkin’ Donuts has already cornered the market for breakfast pastry and it is the undisputed leader in the industry of donuts. The U.S. donut industry is $14.6 billion, and Dunkin’ Donuts holds over 62% of that market, showed data received from IBIS World.
The company over the past few years has become increasing more aggressive in the coffee market, with success to some extent. It is launching new products, such as a new version of frozen coffee that is aimed at attracting more caffeine lovers.
The company has pointed out that it has used the Dunkin’ wording in its advertising for many years, such as in its tagline – America Runs on Dunkin’.
However, the name Dunkin’ Donuts has branded pastry and coffee shops for close to seven decades. The company’s first shop was opened in 1950 in Quincy, Massachusetts.
Today, the name appears on over 11,300 restaurants around the world, including over 8,500 in just the United States.
Plans were announced by Dunkin’ Donuts to open between 380 and 450 new locations in 2017. The company’s shares touched a new all-time just recently.
The coffee house business is led by Starbucks, but Dunkin’ Donuts has kept it loyal following and with the recent push of promoting coffee and its success with breakfast offerings, the gap is narrowing between the two.