Republic of the Philippines

City of Olongapo
GORDON COLLEGE
Olongapo City Sports Complex, Donor Street,
East Tapinac, Olongapo City
College of Business and Accountancy

Research on the REBRANDING of DUNKIN' DONUTS

Why did they rebrand?

Growing is a natural part of being a person, and we all understand that the only thing
that is permanent in our world is change. We constantly think ahead, which is a quality that is
also essential for success in the business world. As a result, we endeavors for improvement and
do not content ourselves with what we have right now. Two of the key qualities of an
entrepreneur are their focus on the future and their ability to adapt. According to the Sales
Factory blog, “rebranding is a process to change an organization’s corporate image and
messaging with the goal of improving the business—to redevelop the old brand into a new form
that can stand out from competitors in the market.” These initiatives could get started because
they desire to expand into a new market, broaden their appeal, or reposition themselves inside
their current one. But still, why DUNKIN’ DONUTS did rebranding? As reported by Dunkin’
Brands’ CEO and Dunkin’ U.S. President David Hoffmann, “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.” From our next-generation restaurants to our menu innovation, on-the-go
ordering, and value offerings—all delivered at the speed of Dunkin’—we are working to provide
our guests with great beverages, delicious food, and unparalleled convenience. “We believe our
efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand
relevant for generations to come.” Updated branding is one more step in the company’s journey
to transform into a beverage-led, on-the-go brand.

We all know how the technology has innovated as days past and there’s always a
new trend for things, which is why I understand why Dunkin’ Donuts finally decided to change
their brand. New branding is reflected on packaging, in advertising, online, and on new and
remodeled restaurants, which expand and excite their customers with new offers they can have.
They don’t want to just build on what they have already accomplished, and since beverages, like
milk tea, milkshakes, coffees, and so on, have become somewhat essential items in our time and
are extremely well-known among this generation, rebranding it as only Dunkin’ makes a lot of
sense because it can provide what the target market, primarily the younger generation, truly
wants. From my perspective and from what I’ve seen, they make it easier by simply reminding
their customers that they will be the comfort shop as they pay homage. This opens up lots of
possibilities for creating a new vibe or incredible energy for Dunkin’ that the customer can see
both inside and outside the store. This opens up many opportunities to create a new vibe or
incredible energy for Dunkin’ that the customer can see both inside and outside the store. I think
 Republic of the Philippines
City of Olongapo
GORDON COLLEGE
Olongapo City Sports Complex, Donor Street,
East Tapinac, Olongapo City
College of Business and Accountancy

they succeeded because, after a year, we see Dunkin’ at the forefront in a creative way that
vividly illustrates how they replenish optimism with every cup and deliver fun, excitement, and
enjoyment to us as their consumers every single day.

What external forces were present that lead them to decide on rebranding their organization?

The corporation decided to rename for two reasons: external social and
technological considerations. The previous two centuries have seen a significant impact on
business from technological advancement. In the same way as DUNKIN' predicted the shift in
how people spend most of their time in a store and because of the pandemic people want to be
safe so a lot of customers just drive through or order for takeout, capitalizing on technological
advancements can become a competitive advantage. In our day, socially external influences like
people learning how delicious matcha is in coffee or a mint in chocolate milk tea influence how
quickly trends shift. It really reflect the preferences, fads, and trends in society.

So far was it the right move? And lastly if you are the Strategic Management Analyst for
DUNKIN what would be your recommendations?

After a year since its 1973 founding, Dunkin’ actually does achieve the rebranding
they desire. This presents them with several opportunities and accomplishments. The next
generation store design offers new and innovative elements to make using Dunkin’ faster and
more convenient than ever before. It was created to meet the needs and demands of today’s on-
the-go consumer. Since they made their business more professional for me and made it vivid,
colorful, and welcoming, whenever I walk into their store, I always feel a sense of ease. That’s
why my family always chose Mister Donuts because it caters to the inner child and family
members who exchanged treats, but I’m sure there are other options as well. That is why my
family always chooses Mister Donuts even though I’m sure Dunkin’ Donuts has it too. Mister
Donuts is more geared toward mass branding for the inner child and family who shared treats
with each other. Donuts will continue to be a big part of the brand even though the term “donuts”
won’t be in the logo or branding. In America, Dunkin’ remains the top retailer. They also
enhance the services they provide, such as the first-ever mobile order drive-thru lane, which
enables mobile users to skip the line and features an eight-headed tap system for cold beverages
that encourages staff members to serve customers like bartenders, a glass bakery case that places
donuts in the foreground and within guests’ reach, and more prominent and engaging mobile-
order pick-up areas. I admire them for making such a significant change for their firm.
 Republic of the Philippines
City of Olongapo
GORDON COLLEGE
Olongapo City Sports Complex, Donor Street,
East Tapinac, Olongapo City
College of Business and Accountancy

I think it’s very important if I am their strategic management analyst on how they
rebrand their company. It’s a crucial decision that they make, especially the timing of when they
start it. As 2019 comes, social media platforms are getting bigger, as we expect, and they really
affect businesses. The goal statement, logo family, font, and other elements of the redesigned
brand must all convey the same meaning. In order to achieve this, harmony between the old and
the new must be created. With no trade-offs, the corporation has eliminated a possible brand-
limiting element. In reality, the chain was known by this abbreviated name beforehand. Even the
corporation itself would occasionally use it (remember their 2006 “America Runs on Dunkin’”
campaign). Now that this is official, the brand will primarily benefit from being in a stronger
position to compete against fierce market forces for beverages. Last but not least, you can never
go wrong by investing in expediency and mobile applications. Last but not least, you can never
go wrong by investing in expediency and mobile applications. As a result, the business will be
better equipped to meet its consumers’ expectations and respond to the difficulties of the modern
world. People will continue to purchase their doughnuts from Dunkin’ throughout this time.
Dunkin really proves that they work hard and are smart.

References: Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity (2018,
September 25). Dunkin Media Relations. Retrieved on March 15, 2023 from
https://news.dunkindonuts.com/news/releases-20180925