Dunkin' Donuts announced today it's changin' its name to just Dunkin' - because today's hard-chargin' consumers in this fast-paced world deserve a brand nimble enough to keep up with them, or somethin' like that, in the words of Dunkin' marketers tryin' to upscale a place that for decades has turned a profit sellin' simple coffee-like beverages and food-like substances to bleary-eyed people just tryin' to get to work:
"By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin', both in and outside our stores," said Tony Weisman, Chief Marketing Officer, Dunkin' U.S. "We are bringing the iconic name Dunkin' to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day."
Thank God, they'll be keepin' their fluorescent pink and orange logo colors. And, the company admits, way down in its press release, they'll still sell those factory-crafted donuts and Munchkin's you will continue to scarf down.
If you feel an urgent need to try out one of the new Dunkin's, which the company says will let it continue to keep its brand relevant "for generations to come," there's already one on Washington Street in Roslindale, between the CVS and the Domino's, featurin' such 21st-century marvels as "an eight-headed tap system for cold beverages encouraging crew members to serve guests like bartenders, a glass bakery case putting donuts in the forefront within arm's reach of guests." It's mainly a drive-through, though, so to fully appreciate its wonders, park in the commodious lot and boldly walk right in.