As the CMO at Dunkin' Brands, Tony Weisman has been overseeing the two-year process of rebranding Dunkin' Donuts, an endeavor that culminates this month in the rollout of the new Dunkin' brand now appearing on packaging and in traditional and digital advertising.
For Weisman, the challenge centered on modernizing the brand to connect with a larger audience and build long-term relevancy, while still embracing the restaurant chain's 70- year heritage and the fierce loyalty of its customer base.
The simplified Dunkin' brand name is part of a growth strategy to position the chain, with its more than 11,000 restaurants worldwide, including about 8,500 in 41 states in the U.S., as the premier beverage-led, on-the-go brand. But this is much more than simply a new marketing strategy. Recent company initiatives include a simplified menu, a greater emphasis on beverages like cold brew coffee, nitro coffee, and iced teas, and heightened promotion of the brand's mobile app.