Dunkin’ Donuts just fucked up.

Not because they re-named and re-branded, but because they re-branded with no category design.

If they are telling us they are not the category king of the “donut shop” niche anymore, what are they?

What do they stand for?

What do we call them now?

What problem do they solve?

How are they different?

Do they think, “great beverages, delicious food and unparalleled convenience” is a category?

What the fuck is a “value offering”?

When was the last time you said to your significant other, “honey, let’s go to Dunkin and get a value offering!”

This is what Dunkin’ Brands’ CEO David Hoffmann had to say,

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

What do you think?