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Dunkin' Donuts Changing Into Its Final Form, Begins Altering Branding On Over 9,000 Stores

Dunkin’ Donuts is moving forward with its plan to transition its identity as a doughnut company that sells coffee, to a quick-service coffee brand that also happens to sell doughnuts.

In addition to the name change, Dunkin’ will begin rolling out new products as it makes the transition away from doughnuts exclusively, such as its new Energy Cold Brew, which is a cold-brew coffee with a shot of espresso added in. If that doesn’t get you going in the morning, we don’t know what will.

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Dunkin’ is also introducing two new breakfast sandwich options this month:

  • Power Breakfast Sandwich, which places a spinach, pepper, and onion egg-white omelette beneath a turkey sausage patty topped with cheese, and is served on oats-and-seeds-topped bread.
  • Brown Sugar Chipotle Bacon Breakfast Sandwich, featuring a sandwich comprised of brown sugar and chipotle flavored bacon with an egg.
via Dunkin'

The company has emphasized the fact that the Brown Sugar Chipotle Bacon Breakfast Sandwich will come with double the amount of bacon found in its other sandwiches; a move likely in response to McDonald’s recent addition of new, meatier breakfast sandwich offerings.

Dunkin’ has already put a lot of time and money behind its plan to reposition itself within the breakfast market, with a whopping $100 million being dedicated to the rebranding effort.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” Dunkin’ Brands CEO Dave Hoffmann said in a statement in September 2018.

For those concerned that their favorite doughnuts are being muscled-out with the rebranding, fear not. The doughnuts may no longer be the company's focus, but they aren’t going away. In fact, Dunkin’ is bringing the fan-favorite doughnut known as the “Caramel Chocoholic” back for a limited time.

2019 is shaping up to be a fun year to watch as rivals Dunkin’ and McDonald’s go head-to-head within the fast-food realm of breakfast, especially with the companies adding similar items to their menus.

Which company do think will come out on top in 2019? Let us know!

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