Dunkin Donuts Tries Rebranding Focusing On Beverages More Than Donuts

December 25, 2017

Dunkin Donuts Tries Rebranding Focusing On Beverages More Than Donuts

Dunkin' Donuts is causing a stir with its new branding with the residents of Boston.

The new store, which will be located next to Boston Common, will open next month and has already attracted attention. The company is trying to re-image itself by focusing on the coffee instead of the donuts. The company's effort to rebrand itself is also taking place at the Quincy location.

The Quincy zoning broad approved the doughnut chain's development, which involved demolishing the former Wild Willy's restaurant and build a drive-thru store.

Dunkin' Donuts, based in Canton, Mass. said talk has been ongoing about the dropping of the "Donuts" from the name. The company has been testing its new brand at several stores, going with Dunkin' in advertisements.

The company said Dunkin' Donuts is still the number one donut retailer in the U.S. and donuts will still play an integral role in it. However, the company wants to focus on the beverage-brand part of the business, going by just Dunkin' in several locations.

A decision to change the name or not will come near the end of 2018.