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The chain is reportedly dropping ‘donuts’ from its name at a test store in California. Dunkin’ says while they’ll continue to sell donuts, they want to be thought of as a coffee shop. Yahoo Finance’s Alexis Christoforous, Andy Serwer, and Myles Udland discuss whether their new branding could help them appeal to a more health-conscious generation.
The Starbucks Unicorn Frappuccino and Krispy Kreme’s eclipse donuts are examples where brands have put effort into limited-edition products and event-driven opportunities to promote them. With Millennials and Gen Z focused on experience over product, expect a lot more like them in the future.