Can you imagine Dunkin’ Donuts without the “Donuts”?! Luckily, that possible change would be in name only.
Yes, donut chain Dunkin’ Donuts is testing the shortened “Dunkin’” name at a few U.S. locations in a move to widen its appeal beyond donuts to coffee, according to Nation’s Restaurant News. CNBC reports that a company statement said: "While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'." The company also has plans to start redesigning its stores.
The company has been referring to itself as Dunkin’ in advertising “for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ campaign,” according to a company statement. A final decision about whether to change the name is expected to be made in late 2018.
Before the recent news of the possible name change emerged, Dunkin’ Brands CEO Nigel Travis said last month that slimming down Dunkin’ Donuts menu and the company’s expansion plans would help establish the chain as an “on-the-go” brand.
For fans of the Dunkin’ Donuts “Time to make the donuts” ads of the 1980s and ‘90s, Mental Floss has a list of little-known facts about the actor who played Fred the Baker — Michael Vale. Bet you didn’t know that he was a classically trained actor who prior to his Dunkin’ gig played “Sam Breakstone” in Breakstone commercials for cottage cheese and sour cream.
Here’s one of the Fred the Baker classic commercials: