Dunkin’ Donuts, Baskin-Robbins and Togo’s, formerly branded together as Allied Domecq Quick Service Restaurants (ADQSR), will now be known as Dunkin’ Brands, Inc. The new name comes with a new tagline: “eatdrinkthink.”
“We’ve leveraged the brand equity and success of Dunkin’ Donuts to create a name that clearly identifies our business and provides immediate recognition in the global marketplace,” said Jon Luther, chief exec. “The re-branding has created renewed motivation from the teams of talented people involved with each brand and the organization, providing the resources to drive strategic market expansion both nationally and internationally.”
The re-branding announcement comes on the heels of an excellent year for Dunkin’ Brands, which recently posted a 21 percent increase in profits, driven by same store sales, contribution from store expansion and internal efficiencies.
Dunkin’ Brands recently consolidated the majority of operations in a new corporate office, referred to as “Brand Central,” in Canton, Massachusetts. This new headquarters marks the first time the majority of operations for the brands will be housed under one roof, including test kitchens for all three brands uniquely designed to drive innovative menu development and concepting for all brands in the enterprise.
Luther affirmed that “growth will come by innovation, not acquisition,” citing the enormous success of Dunkin’ Donuts in launching espresso-based beverages as a prime example. Last year’s introduction of Dunkin’ Donuts lattes and cappuccinos, as an extension of its well-known coffee offerings, surpassed corporate expectations and helped the brand solidify its position as a viable competitor to premium coffee chains like Starbucks.