Massachusetts-based Dunkin’ Donuts is clearly realigning its executive structure to strengthen current marketing initiatives. One of the more significant efforts Weisman might initially steer is a rebranding: The coffee giant is considering changing its name to just “Dunkin’,” with a single storefront in
Pasadena, CA, already adopting the shorter moniker.
This change would better position the brand as a coffee destination
to compete with the likes of Starbucks, according to CBS, and would also more closely align with its most well-known marketing campaign and slogan, “America Runs on Dunkin’.” A final decision about the rebranding would happen late next year when the chain begins redesigning its 8,500 stores in the U.S.
Given Weisman’s previous role as CEO of DigitasLBi and work with Dunkin’, he comes to the coffee giant with a deeper understanding of its marketing priorities. Dunkin’ spent $150 million on measured media in 2016
More broadly, QSR chains have spent several years revamping their go-to market strategies to put a stronger emphasis on digital technology as a way to better connect with young on-the-go consumers. Dunkin’ Donuts has been one of the leaders on this front
, launching a successful digital loyalty program and being active with chatbots and consumer engagement across a number of different platforms, including iMessage, Twitter, Snapchat and Facebook Messenger.