Dunkin’ officially launches new branding
Foodservice operator adds Energy Cold Brew to menu
In the spirit of “new year, new you,” Canton, Mass.-based Dunkin’ is presenting a new look to its product packaging, while welcoming new and returning favorite menu items to give the brand and its guests an energizing start to 2019, it says.
Last September, Dunkin’ Donuts revealed plans to put the company on a first-name basis with America, in recognition of its long relationship with fans who have referred to the brand simply as “Dunkin’.” This month, Dunkin’ introduced bright and bold new product packaging that brings to life the energy and excitement of Dunkin’s new brand identity, it says. The colorful cups, doughnut boxes, MUNCHKINS doughnut hole treat boxes, Box O’ Joe, napkins and more will begin appearing in Dunkin’ restaurants across the country in the coming days, and will be in all U.S. shops by the end of the month.
“Our new look represents both our heritage and our evolution as the brand that fuels optimism and keeps America running with great coffee, donuts and more,” said Tony Weisman, chief marketing officer for Dunkin’ U.S., in a statement. “What better time than the start of a new year to bring our new look to our coffee cups and packaging, and introduce a new energy to our restaurants and our fans.”
The new branding, developed in partnership with creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform Dunkin’ into the premier beverage-led, on-the-go brand, it says. Fans can follow Dunkin’s social channels this month for special content celebrating the new look, including fun vignettes showcasing ways people might make their first-name basis relationship with Dunkin’ official, from knitting a Dunkin’ sweater to creating a special handshake to even getting a Dunkin’ hairdo, the company says.
Dunkin’ also added two new menu items: the Power Breakfast Sandwich and Energy Cold Brew.
- Power Breakfast Sandwich: Available for a limited time, this new, better-for-you sandwich features a veggie egg white omelet with spinach, peppers and onions, turkey sausage and American cheese on a new multigrain sandwich bread topped with seeds and rolled oats. At 370 calories, the Power Breakfast Sandwich has 20 grams of whole grains, 24 grams of protein, and has no artificial flavors or dyes and no high-fructose corn syrup.
- Energy Cold Brew: Dunkin’s signature cold-brew coffee features a shot of its freshly brewed espresso.
Dunkin’ recently launched an entirely new handcrafted espresso experience in its restaurants, with new state-of-the-art espresso equipment for optimal espresso bean extraction and a new recipe for a stronger and more robust flavor profile. Throughout January, guests can purchase a medium-sized Dunkin’ latte or cappuccino for $2 from 2 to 6 p.m. at participating locations.