An American company Dunkin’ Brands will remove the word “donut“ from its brand name starting as early as in 2018.
The restaurant chain will be called Dunkin. The company will focus mostly on drinks, which currently bring it more than half of the profit. The company CEO David Hoffman said that coffee and a variety of coffee drinks accounted for the lion’s share of the sales.
Starting next year, the name Dunkin will be used on all wrappers, in promotional materials and in the Internet.
The company also announced that donuts would remain in the range of the company’s products. About 3 billion tasty buns are sold annually.
On September 25, the shares of Dunkin Brands grew by 1.3%. Since the beginning of the year, the company’s capitalization has grown by about 15% and amounted to 6.1 billion US dollars. For comparison, the S & P 500 index has showed a growth of 9%.
The company Dunkin Brands began its work in the 1940s. To date, there are more than 20 thousand points of sale in 60 countries. The company owns the donut brand Dunkin’ Donuts and ice cream brand Baskin Robins.
The material was prepared with the participation of Katya Gordon,
a leading analyst of the brokerage company CT Trade