So Dunkin' Donuts announced yesterday that as of January 1, 2019 , the word "Donuts" will no longer be part of its name. It will just be called "Dunkin'". Guess it just wants to find more products to dunk and more drinks to dunk them in.
The company says it's making the change because it sells lots of other products besides donuts. Of course, there's the coffee, expresso, bagels, muffins and so on. In fact, 60 percent of the company's sales are in beverages. Besides, the company figures that lots of people already simply use the word "Dunkin''" anyway, so why not just go with that?
Here's what chief marketing officer Tony Weisman said in a press release. “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’.”
Lots of companies have adopted less specific monikers so they can expand their brand offerings beyond what they've always been known for. One example, of course, is Burlington Coat Factory, which now is just Burlington because they sell a lot more stuff than coats.
Other companies that have followed suit include Jo-Ann Fabrics, which is now just Joann, and Weight Watchers, now simply WW, because they didn't want to be solely identified with dieting.
Have those companies created new "energy?" I dunno.
On Twitter, Dunkin' Donuts fans weren't exactly thrilled.
"You guys are the reason why I spell "doughnuts" "donuts" & you're dropping the name?! SHAME ON YOU! @dunkindonuts," said one.
"Dunkin' Donuts is a fool for dropping "donuts" in their name bc now all they will get is a bunch of confused basketball players walking into their stores," said another.
"Please, Mr. Donuts is my father. Call me Dunkin', said a third.
Of course there were those who didn't care, saying they already call the brand "Dunkin'" anyway, so it doesn't matter, and then those New Englanders who call it "Dunkies."
Then came this response from Bette Midler:
"Dunkin' Donuts is dropping the "Donuts" from its name. They can drop them right off at my house, thanks!"
All of that's pretty funny, but I'd like to know...Was this a brilliant marketing move by the company? Or is a silly waste of time and money? If you have an opinion, use the Comments box at right.