{"id":5292,"date":"2018-10-11T14:12:29","date_gmt":"2018-10-11T21:12:29","guid":{"rendered":"https:\/\/3.14.248.234\/?p=5292"},"modified":"2020-06-26T18:07:25","modified_gmt":"2020-06-27T01:07:25","slug":"dunkin-donuts-brand","status":"publish","type":"post","link":"https:\/\/bamf.com\/dunkin-donuts-brand\/","title":{"rendered":"Dunkin\u2019 Donuts Is Dropping The \u2018Donuts.\u2019 – Deep Insights On The Pivot"},"content":{"rendered":"

In business, growth is paramount. <\/span><\/p>\n

To stay the same is to stagnate. And to stagnate is to become obsolete. <\/span><\/p>\n

That\u2019s why so many American corporations invest in rebranding. It\u2019s about acquiring new business and reigniting a certain momentum. A great example is McDonald\u2019s. Over the past few years, the fast food empire has worked overtime to ditch its plastic, \u201890s aesthetic to become cleaner, automated, and more <\/span>modernized<\/span><\/a>. <\/span><\/p>\n

Of course, rebranding doesn\u2019t always go so smoothly. Take Tropicana\u2019s disastrous 2009 effort, a <\/span>$35 million<\/span><\/a> attempt to rehaul its image, logo, and slogan. Although its aim was to appeal to a more health-focused demographic, customers across the board reacted with disgust. The company was forced to spend an additional $15 million reverting its brand back to the original form in the wake of the fallout. <\/span><\/p>\n

Ultimately, Tropicana alienated and confused their customers instead of inspiring them. In this sense, they represent the risks of rebranding\u2013\u2013what companies should seek to avoid. <\/span><\/p>\n

Which brings us to Dunkin\u2019. <\/span><\/p>\n

The coffee giant is betting that by ditching the \u2018Donuts,\u2019 they can utilize the power of the rebrand and reshape how consumers see them. They\u2019re hoping for results that mirror those of McDonald\u2019s, rather than Tropicana. <\/span><\/p>\n

It\u2019s bold, but the move is also necessary. The company has arguably reached the outer limits of what the \u201cDunkin\u2019 Donuts\u201d brand can offer. They <\/span>have <\/span><\/i>to rebrand in order to remain relevant. \u00a0<\/span><\/p>\n

So far, they appear to be succeeding. Here\u2019s why.<\/span><\/p>\n

1. Americans are Becoming More Health-Consciousous<\/b><\/h2>\n

Health-conscious trends<\/span><\/a> can be spotted everywhere. From the <\/span>decline of processed foods<\/span><\/a> and the surge of organic in-store options, to the swelling of the <\/span>$3.7 trillion wellness industry<\/span><\/a>, to legislative policies like those enacted in <\/span>San Francisco<\/span><\/a>\u2014 requiring companies to include health warning labels on all sugary soda products\u2014Americans want to live healthier lives. <\/span><\/p>\n

This desire is especially <\/span>prevalent in major cities<\/span><\/a>. <\/span><\/p>\n

By ditching the harmful connotation to donuts, Dunkin\u2019 can appeal to big-city clientele. <\/span><\/p>\n

While Dunkin\u2019 has a wide range of store locations, an increased focus on cities will allow them to compete with rivals like Starbucks. Dropping the \u201cDonuts,\u201d meanwhile, appeals to the sort of health-conscious consumer base who live in those cities, and also showcases a menu that extends far beyond pastries and munchkins. Because there\u2019s no such thing as a healthy donut. <\/span><\/p>\n

It\u2019s a smart, necessary move for a business in 2018. <\/span><\/p>\n

2. Brands Should Never Associate Themselves with Their Cheapest Product<\/b><\/h2>\n

Along with an increased focus on all-things healthy, certain American eating habits\u2014including donut and dessert consumption\u2014 are <\/span>trending gourmet<\/span><\/a>. <\/span><\/p>\n

Go to any major city in the country and you\u2019ll see boutique cupcake shops, rainbow bagels and, yes, the $5 donut. Dunkin\u2019s donuts, on the other hand, are low-priced fried food. They carry none of the foodie prestige that upscale companies can offer. <\/span>
\n<\/span><\/p>\n

This may seem like a pretty intractable problem for Dunkin\u2019. But examples of companies who\u2019ve made similar pivots abound. <\/span><\/p>\n

Consider Starbucks. Starbucks blossomed from a small, specialty coffeehouse into a global titan. How? Through continued, aggressive <\/span>rebranding<\/span><\/a>. From a logo switch\u2014which included the redesign of the unsettling <\/span>mermaid<\/span><\/a> into something a little more palatable\u2014to removing the word \u201ccoffee\u201d from all of its packagings, Starbucks has made it clear that they\u2019re focused on more than just beans.<\/span><\/p>\n

When you close your eyes and imagine a Starbucks, do you see just the coffee? Or do you see <\/span>the experience<\/span><\/i>? <\/span><\/p>\n