Dunkin’ Coffee just isn’t as catchy of a name. That’s what Dunkin’ Donuts seems to be trying to rebrand itself as, though. The doughnut shop chain has increasingly relied on its coffee products, with the slogan “America runs on Dunkin'” even being a nod to them.
However, with an expansion to the west on the horizon, Dunkin’ Donuts is ready to be a real player in the coffee market, Forbes reports. Speaking at a conference, CFO Paul Carbone told investors, “We’re a beverage company.” He even went a step further, telling the assembled investors and analysts that the company’s mascot from the 80s and 90s, Fred the Baker, “is not coming back.”
Instead, the company is starting an advertising campaign focused on drinks instead of doughnuts. The ultimate goal is to bring stores to California, a state where they currently have no presence other than coffee sold in grocery stores. That hasn’t stopped the company from advertising there since 2010. With the goal of having stores in the state by 2015, Carbone says they’ll be set. “By the time we’re in California, they’ll have seen five years of national media focused on beverages.” Currently, Starbucks is the coffee king of the state.
Still, sometimes you just want a bear claw. They’ll still have those, for now. Dunkin’ is also launching a menu of gluten-free doughnuts and muffins later in 2013, to appeal to that growing market.