Boston, MA (January 15, 2002) -- With 52 years of experience of brewing and selling nearly 10 billion cups of coffee, today Dunkin' Donuts officially unveils a new logo which features a steaming coffee cup beside the signature pink and orange colors. Marking the first logo change in nearly 20 years, the new design retains many of the elements that have made the image memorable. The introduction of a steaming cup strongly reflects a core brand belief that there is an emotional connection between coffee and donuts. This is the third time in the Company's 52-year history where coffee meets donut in the logo.
"While coffee and donuts are core to our business, neither stands alone," said Ken Kimmel, vice president, Dunkin' Donuts Concepts. "The addition of a steaming coffee cup to the logo supports our belief that coffee and donuts go hand-in-hand. Donuts is in our name, but we also serve more than 2 million cups of consistently delicious coffee per day."
The new logo is currently rolling out in Dunkin' Donuts shops nationwide. The test market period began during May 2001 and included Boston, Providence, Chicago, areas of Florida and sections of the New York - metro region. Dunkin' Donuts conducted five phases of consumer research and found that the logo was popular among consumers.
Dunkin' Donuts continues to be an innovative leader in the Quick Service Restaurant (QSR) industry. While the Company continues to evolve to meet customer needs, coffee and donuts always have and will continue to be a staple of the business.
"Our history is based on innovation," said Kimmel. " We are constantly inventing the brand and the new logo will move us forward in our brand transformation efforts to create a better Dunkin' Donuts while maintaining the Dunkin' Donuts rich heritage."
The new logo can be viewed at www.dunkindonuts.com.
Dunkin' Donuts, Inc. is the largest coffee and baked goods chain in the world, providing its loyal customers with high quality coffee, donuts and other related baked goods since 1950. The company boasts over 3,500 locations in the United States and approximately 1,500 locations in 35 other countries around the world. Dunkin' Donuts is based in Randolph, MA, and is a wholly-owned subsidiary of Allied Domecq PLC.
