WHAT’S DRIVING DUNKIN’S REBRAND?

In September 2018, Dunkin’ announced on its social channels that it would be dropping the word “Donuts” from its name.

  • The move is undoubtedly part of an ongoing strategy to emphasize the chain’s (typically higher profit-margin) beverages over its donuts and other foods
  • It has debuted a tap beverage system for eight different cold beverages, including iced coffees, iced teas, cold-brew coffee, nitro-infused cold-brew coffee
  • It has even introduced $2 Dunkin’ Run items, including chicken tenders coated in waffle batter, pretzel bites with mustard, ham-and-cheese rollups, doughnut fries and a gluten-free fudge brownie
  • Dunkin’ is closely competing with leading beverage chains such as Starbucks
  • It has installed new espresso machines and released new espresso-based beverages
  • Dunkin’ claimed the machines provide optimal bean extraction and a new espresso recipe for stronger and more robust flavors
  • It is not only going after competitors, it’s also responding to modern consumer demands
  • According to research, Gen Z and Millennials drive demand for flavored coffee. Hence, Dunkin’ aims at satisfying this demand
  • This month, Dunkin’ and Baskin-Robbins combination stores released Baskin-Robbins’ vanilla ice cream topped with Dunkin’s recently updated espresso, and the chains are promoting it by offering free samples between 10 a.m. and 2 p.m. on March 18
  • Focusing on off-peak sales is just one movable part of Dunkin’s ongoing rebrand strategy

Between its flavored and cold beverage innovation and its snacking roll outs, Dunkin’ is positioning itself squarely in the mindset of  influential young consumers.

Source: https://www.mintel.com/blog/foodservice-market-news/whats-driving-dunkins-rebrand

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