BEFORE there was Starbucks, there was Dunkin’ Donuts, a place where you can pick up a cup of hot or iced coffee and a few donuts; full-sized or holes. Recently, David Hoffmann, the CEO of its parent company, made the announcement that they will be dropping “Donuts” from their name anyway.
The reason behind this change stems from their desire to redefine what they are known for. They now want to be known as a “beverage-led” company, which makes up about 60 percent of their revenue. The change will come into effect in January of 2019 and will affect any remodeled or new locations.
This change was not all of a sudden, Dunkin’ Donuts’ parent company; Dunkin’ Brands had tested their new logo on a Pasadena store. The company figures it’ll add more than 1,000 stores by the end of 2020.