Sept 25 (Reuters) - Dunkin' Donuts said on Tuesday it plans to rebrand itself as "Dunkin'" as part of new CEO Dave Hoffman's plans to bring beverages and breakfast meals to the forefront of the restaurant chain's menu.
"The new branding conveys the company's focus on serving great coffee fast, while ... retaining its familiar pink and orange colors and iconic font," the company said. (https://bit.ly/2xRoGBG)
The company, whose sales in the recent quarters have been powered by breakfast and beverage items, said the new branding would be effective January.
However, the shift to drive more customers to buy its coffee comes at a time companies such as Starbucks continue to deal with stagnating demand for coffee in the United States.
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The story of Dunkin’ began in 1948 with a donut and coffee restaurant in Quincy, Massachusetts called “Open Kettle.” Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. After a brainstorming session with his executives, Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950. His goal was to “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores,” a philosophy which still holds true today. In 1955, the first Dunkin’ Donuts franchise opened, and, in just 10 years, the number of restaurants had grown to over 100 shops. Since 1950, the number of Dunkin’ restaurants has increased to more than 12,600 restaurants worldwide in 46 countries.
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