Do you remember this motto: “America runs on Dunkin”. Rebranding the iconic franchising company well know in America “Dunkin Donuts” change the company name, to become younger and please the online generation customer and the market changing so from now they cut from the old name in two-piece to keep it short and vivid the choose only “Dunkin” as the new face for the brand.

Nevertheless, the fresh doughnuts will stay still on the menu, but the company is rejuvenating itself by keeping it simple as “Dunkin'” to reflect its increasing emphasis on coffee and other drinks.

Dunkin Donuts a 68-year-old chain store has flirted with the idea for a quiet time. This process started in 2006, it released a new motto: “America runs on Dunkin” that didn’t mention doughnuts at all that was the first test.

Then the company continued last fall, it tested the “Dunkin'” logo on a new store in Pasadena, California; it has put the name discreetly on a few other stores since then to see the public reaction.

“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’,” the company’s chief marketing officer, Tony Weisman, said in an official statement.

When Coffee and sandwiches have become increasingly important in this American new generation daily menu, that looking for a more healthy diet to the Canton, Massachusetts-based chain, which has more than 12,500 restaurants globally cannot limit itself in coffee and doughnuts only they must adjust to market demand and refreshing their brand to face the reality.

In the second quarter of 2018, the company noted that overall U.S. store traffic was down, but revenue was up thanks to sales of higher-margin iced coffee drinks, breakfast sandwiches, ordering online and customer rewards coupons with their App.

The name change will officially take place in January when it will start appearing on napkins, boxes, and signs at U.S. stores. The change will eventually be adopted by international stores.

The new logo will still have Dunkin’ Donuts’ familiar rounded font and orange-and-pink color scheme, which the company has used since 1973.

Dunkin’ says the name change is one of several things it’s doing to stay relevant to younger customers. It’s also simplifying its menu and adding dedicated mobile ordering lanes.

But the name change could be a big mistake, says Laura Ries, an Atlanta-based marketing consultant.

Ries says “Dunkin'” eventually won’t mean anything to younger customers who haven’t grown up with the full name. Specific words are easier for people to remember and conjure emotional connections, she said. Having “Donuts” in the name is also easier for people in overseas markets who may not know what “Dunkin'” means.

Ries said other brands – like KFC and DQ, which used to be Kentucky Fried Chicken and Dairy Queen – have made similar mistakes. They wanted to take the emphasis off fried food and ice cream, she said, but new generations don’t know what the letters stand for.

Even if people think doughnuts are unhealthy, they know they can just get coffee while they enjoy the doughnuts’ smell, she said.

“There’s nothing wrong with still having ‘Donuts’ in your name,” she said. “Long-term it was helping them, giving them a brand identity that was the opposite of Starbucks.”

Let’s see what the outcome will be, remembered the classic coke bottle between a new formula & a classic one.

This marketing fiasco, in the beginning, has put Coca-Cola brand came back stronger on the market by the public reaction who wanted the old formula back. The outcome of coca cola sold both formulas on the market and made a billion from them over the years.

Marketing is not an exact science because we can’t predict all time people emotion something and particularly for a taste or a brand. Nike Just Do It controversy marketing campaign with Colin Kaepernick face just give us a recent taste of unconventional and creative marketing move can be very lucrative for a brand Nike stock and sell increasing billion dollars around the world in less than 30 days.

So we wish good luck to DUNKIN because since 2006 we already knew the motto: “America runs on Dunkin” That’s why I love marketing, don’t you?

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