Dunkin's decision to drop the 'Donuts' from its name sparked backlash and controversy. Here's why the CMO says it was the right choice anyway.
Weisman said that ditching the"Donuts" was a natural choice, as the chain's motto had been"America Runs on Dunkin'" for more than a decade. Dunkin' is first and foremost a coffee chain, as opposed to a bakery, something that could easily be reflected by dropping the sweet treat from the brand's name.
Despite Rosenberg's stamp of approval, not everyone was excited about a"Donuts"-free Dunkin'. Dunkin' opened two next-generation stores, one in Pasadena, California, and one in Boston — the heart of Dunkin' country. The Boston store's arrival quickly sparked panic in the hearts of a vocal group of New Englanders. Social media exploded with concerns that Dunkin' was changing, especially among the chain's most loyal customers.
"If you look at our country at large, the political anxiety we have is really just anxiety," Weisman said."Many people will say, the president was elected on the backs of income inequality and anxiety." that more people reported that they had recently heard positive things about Dunkin'. Dunkin' climbed Piper Jaffray's list of American teens' favorite chains, a noteworthy success for a brand that has traditionally found it easier to win over older shoppers.Weisman attributes Dunkin's success in winning over younger shoppers to the redesign and the chain's evolving approach to beverages, including a growing emphasis on espresso.
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