Everybody Runs on What?

Dunkin’ Donuts rebrands, changes name

Emily Willis, Editor in Chief

    Dunkin’ Donuts has removed the word “Donuts” from their official company logo and name. They will be called “Dunkin’” starting in 2019.

    This was announced in a tweet made on September 25, which reads:

    “It’s official: We’re going by Dunkin’ now. After 68 years of America running on Dunkin’, we’re moving to a first-name basis.”

    This decision was made in response to the company’s increased beverage sales, which account for 60% of their total sales, according to the New York Times. Another influencer of this change was the company’s longtime slogan, “Everybody Runs on Dunkin’.” The chain claims that they will continue serving doughnuts and all current menu options, but they no longer feel as if the focus of their restaurant is doughnuts.

    Other restaurants have attempted to rebrand such as this in the past. In the summer of 2018, IHOP (International House of Pancakes) announced that they would change their name to IHOB (International House of Burgers). However, this was soon found out to be a marketing gimmick and was only temporary.