Food brands are not immune to a little refresh. For many companies, a simple name change is a great way to inject some vitality into a brand.
For example, after decades as Dunkin’ Donuts, the restaurant axed the “Donuts” in September 2018 and became “Dunkin’.” At the time, the change was designed to reflect the casual eatery’s increasing emphasis on coffee and other beverages. A complete revamp followed in January 2019, including updated napkins, boxes and signs at all of the chain’s U.S. stores. The refresh is reportedly part of a larger initiative, which also includes new drinks and digital kiosks, to make the restaurant more appealing to younger customers.
Jamba Juice pulled a similar move in June 2019 when the California-based company removed the “Juice” from its name with no warning. Like Dunkin’, the brand said the switch was meant to help it pivot to an establishment that sells more than just juice. “We’ve been offering balanced ingredients on the go for almost 30 years and must continue to evolve to meet our guests’ ever-changing definition of wellness,” said Geoff Henry, Jamba’s president, in a statement at the time. “We’re staying true to our heritage as an innovator in the space and refreshing the brand to stay focused on how we can make it easier, better and faster for guests to live a more active lifestyle.”
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