Dunkin’ Donuts wants to leave a doughnut-sized hole in its name


There was a time when ’ Donuts was all about its doughnuts. The doughnuts, if you recall.

Responsibility for making the doughnuts fell to Fred the Baker, a mustachioed everyman who rose before daybreak, singularly focused on satisfying America’s breakfast craving for sugary baked goods.

This was Fred’s calling.

He even had a mantra: “Time to make the doughnuts,” he’d chant.

And, as Fred’s corporate overseers boasted in those days, Dunkin’ Donuts offered “up to 52 varieties made fresh day and night,” greatly outpacing your local supermarket.

But that was a different time.

Today, Dunkin’ Donuts is locked in a nationwide popularity contest with Starbucks and independent coffeehouses, aggressively competing for the loyalty of an increasingly calorie-conscious customer base concerned with staying fit, not just caffeinated. Doughnuts — while delicious — connote neither.


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