There has been much speculation as to why Dunkin Donuts, one of America’s most popular coffee chains, recently rebranded themselves as Dunkin’ Brands. Some have claimed that the company was looking to distance themselves from their past as a ‘Donuts’ company, while others say that the name change was simply a marketing ploy to attract a new audience.
However, despite all the rumors, there has been no official confirmation that Dunkin’ Donuts has changed their name – so for now, we’ll just have to go with the assumption that it is true.
In any case, the change does seem to have had an effect on the company’s fortunes. Since the rebranding, Dunkin’ Brands shares have soared, and the company has even announced plans to open up hundreds more stores across the US.
So, while the reason for the name change remains a mystery, Dunkin’ Donuts’ recent success proves that it was definitely a good idea.
