- September 26, 2018 / 1 min readThe new branding would be effective from January
Dunkin' Donuts is planning to rebrand itself by dropping 'donuts' from its name. The new branding would be effective from January.
The move comes as part of CEO Dave Hoffman's plans to bring beverages and breakfast meals to the forefront of the restaurant chain's menu.
The company said, "The new branding conveys the company's focus on serving great coffee fast while retaining its familiar pink and orange colors and iconic font."
David Hoffman, CEO of Dunkin' Brands, said, "Our new branding is a clear signal that there's something new at Dunkin'. It speaks to the breadth of our offerings."
In the recent quarters, the sales of the company have been powered by breakfast and beverage items.
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