Two Years Into Dunkin’s Rebrand, VP Drayton Martin Talks Espresso, Logos and Even Donuts

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Despite the loss of pedestrian traffic triggered by the pandemic, the coffee segment in retail remains one of the most resilient segments in the restaurant business. According to Research and Markets, coffee shops are projected to grow 13% by 2024 and become a $ 81 billion industry.

No wonder then that Dunkin ‘- America’s early morning travel destination since 1950 – underwent an ambitious renaming two years ago. While millions of Americans already knew the chain for indulgences like the Boston Kreme Donut, Sausage Egg Cheese Croissants, and steaming cups of Lava Java, Dunkin ‘dropped the “Donuts” from their name in 2018 to become a coffee-centric brand.

In the past two years, the menu has expanded to include coffee specialties, which until recently consisted mostly of independent high-end shops and of course the chain with the green mermaid. However, a rebranding involves much more than changing a name and releasing a menu again.

That’s why we invited Brand Stewardship’s Dunkin ‘vp Drayton Martin for a zoom chat to talk about how this chain of 11,300 units has repositioned itself and how those efforts have gone so far.

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