TL;DR
Dunkin' Donuts is rebranding as 'Dunkin'' from the New Year, focusing on beverages and food to go. The rebranding is part of the company's blueprint for growth to modernize the customer experience.
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Just Dunkin’
The concept known as Dunkin’ Donuts is to rebrand as ‘Dunkin’’ from the New Year, when ‘Donuts’ will cease to appear on ads, packages, and signage at new and remodeled stores.
This is part of a shift towards a rebrand as a beverage-led business concentrating on hot and cold drinks and food to go. 60 per cent of the brand’s U.S. sales are of coffee.
Dunkin’ Brands CEO David Hoffmann said, “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 customer,”
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In this story
This story was originally published by Global Franchise Team in Global Franchise on September 26, 2018. Burnaze summarizes and links to the original reporting.
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