How Dunkin’ Lost the Donut

Growing up in New England, the Dunkin’ Donuts logo is as familiar as the Massachusetts license plate. Everyone knows the logo, and we know orange+pink= Dunkin’ Donuts. When the company rebranded itself as just “Dunkin’,” it raise a few eyebrows. It’s kind of Miley Cyrus deciding to become a one-named celebrity and just go by Miley. We still know who she is, but a piece of her origin appears missing. For Dunkin’, name is still recognizable, but donuts were always their staple product… right?

My Obsession With Dunkin’

Growing up on the East Coast, I spent more money at Dunkin’ than any other restaurant. I celebrated birthdays by bringing “Munchkins” to school, I spent drivers ed. going through Dunkin’ drive-thrus, and I saw New England athletes promote the brand at every game. Really, I couldn’t avoid it. I could pass by a Dunkin’ on the opposite side of the road knowing there would be another on my side of the road. You get the picture… Dunkin’ is ingrained into East Coast living. I couldn’t avoid it; I never stood a chance.

I’m not going to act like Dunkin’ has the best coffee in the world. It doesn't, but I do enjoy the coffee. It’s also cheaper than many alternatives like Starbucks but better quality than bargain coffees like 7/11’s. Dunkin’ is the right blend of taste, affordability, convenience, and consistency. It works…