Dunkin’ Donuts wants to change their name
Sometime in early August Dunkin’ Donuts announced that they wanted to drop “donut” from the name and change the name to Dunkin’. In a statement from the Canton, Massachusetts-based company, a spokesperson said that this will change the coffee brand for the better. The company will test-run the name change at several locations, starting in Pasadena, California, and they will make their final decision in mid 2018. D’Amore-McKim School of Business associate professor believes this is a clever idea to change the name.
Dropping the “Donut” is just a trial run to see if this will help with more business meaning that they should receive more customers that are willing to try their coffee. Dunkin’ Donuts gets to find out what the results will be without having to commit to the name not until 2018. This change is ultimately to help keep the customers they already have and not to alienate any new customers they might receive for changing the name.
Dunkin’ Donuts has already dealt with some hate on social media with customers that already buy coffee everyday from their business saying they don’t want Dunkin’ Donuts to change the name. We will not know for sure if this is a final thing, I guess we will see what happens when 2018 rolls around.