Now It’s Just Dunkin’

Dunkin’ Donuts has been rebranded on its first-name basis with its fans around the world who affectionately refer to the brand simply as Dunkin’. In recognition of this relationship and as one of  many steps to transform itself into a premier beverage-led, on-the-go brand, the company today revealed its new brand identity as Dunkin’ in Malaysia, launched at its new outlet in Suria KLCC, the first in Malaysia to carry the Dunkin’ brand and revamped ‘360 store design’ concept.

The new branding conveys the company’s commitment to energising guests around the world through great-tasting coffee and donuts, while embracing Dunkin’s heritage by retaining its familiar pink and orange colours, and iconic font, introduced in 1973. Beginning in November 2019, the new branding will appear on in-store packaging, as well as the brand’s advertising, website and social channels in Malaysia. Going forward, the new Dunkin’ logo will also be featured on exterior and interior signages on all new and remodelled stores.

According to Peter Yu Kok Ann, Managing Director of Golden Donuts, “Our new branding is one of the many things we are doing to elevate the Dunkin’ experience for our guests in Malaysia. For starters, our new stores will adopt a ‘360 store design’ concept – a warm and welcoming cafe-style approach that prominently highlights Dunkin’s coffee culture and menu offerings. While donuts remain key priority, we are committed to make Dunkin’ the preferred choice for guests to recharge for the day through great beverages, delicious food and unparalleled convenience.”

In line with the brand’s coffee and beverage-forward strategy, Golden Donuts will progressively expand its Dunkin’ beverage menu, including further development of its espresso range. Some of the recent additions include Flat White and Caramel Macchiato, which will be  available at all Dunkin’ outlets nationwide from 8th November. Golden Donuts will also channel its efforts into building Dunkin’ coffee credentials by educating guests about its coffee quality and heritage, which goes back nearly 70 years.

Yu added, “To showcase the breadth of our donut varieties, the new Suria KLCC store is offering more than 40 flavours, including exclusive items such as the Donut Fingers, Cheesecake donuts, Big Boss donuts and Coffee Bean donuts. We will continue introducing new flavours to customers – the latest being the aromatic Vanilla Latte and Coffee donuts, made with coffee-flavoured dough. We see the potential of positioning donuts for celebration and gifting, for occasions such as weddings and birthdays, and would like to drive this message to consumers.”

“Our savoury menu is another area we will focus on. Made fresh in store every day, our selection of premium sandwiches is perfect for a grab-and-go meal which satiates the palate.”

Since Dunkin’ was founded in 1950s, the company has grown to more than 12,900 restaurants worldwide in 42 countries. Dunkin’ expanded to Malaysia in 1987, with its first outlet in Bukit Bintang, Kuala LUmpur. Today there are 92 Dunkin’ outlets nationwide. Four new outlets are set to open by end of the year at Toppen Shopping Centre, Tropicana Gardens, LRT Masjid Jamek and LRT Abdullah Hukum respectively.

In addition to expanding its in-store business, Golden Donuts will also expand the Dunkin’ brand presence through food delivery and e-commerce platforms. Golden Donuts is currently partnering with GrabFood and Foodpanda on delivery, and recently set up its official store on Shopee to tap into digital shoppers.

To further drive Dunkin’ coffee offerings and build a daily ritual among coffee lovers, there will be a nationwide Dunkin’ Coffee Hour from 8th November, with half-priced coffee beverages available at all Dunkin’ Malaysia outlets (except airport outlets) from morning to 2pm daily.

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