Dilbert

Dunkin' Donuts,err wait just Dunkin'

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Interesting.  "Dough"nuts certainly makes more sense than "Do"nuts, but points to the absurdity of the English language, that "Doe" and "Dough" are pronounced the same, and that "gh" can be either silent, sound like an F, or some kind of weird gurgling sound when used together.  It's ghucking dumb.

 

Also - I'm assuming the "nut" part of "doughnut" is due to its resemblance to an actual mechanical nut:

 

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On 12/5/2018 at 11:02 AM, BringBackTheVet said:

Donuts (I've never seen it spelled "doughnuts") are not that marketable in the health-conscious / calorie-displaying world of 2018, plus they sell so much other stuff too.

 

It also helps make it a global brand, since many of their euro/asian stores are either "Dunking Coffee" (specifically I saw lots of these in Spain) or just Dunkin (seen in lots of other places, including Tbilisi Georgia, one of their latest market infiltrations.)  It makes a lot of sense to me.

 

The neutral normal spelling is "doughnuts", because they are made of dough.  The prevalence of the spelling "donut" is a result of commercialism bleeding into everyday life.  Similarly, there are some people who do not know how to spell "barbecue"; they think that it must have a Q in it, on account of having seeing so many signs on restaurants and on bottles of barbecue sauce that say "Bar-B-Q".

Anyway, "Dunkin'" by itself is a pretty awkward name.  I'd like to propose a new rule of marketing: do not use a gerund as your name. We can scarsely imagine a brand of butter called "Spreading" or a brand of shoes called "Walking".  After it you need a noun (for example, "Spreading Gold") or an adjective (for example, "Walking Tall").  The -ing word by itself just leaves the reader uncomfortable, waiting for the other shoe to drop.

As far as health-conscious positioning goes, the removal of the word "Donuts" from the name does not actually excise the concept of doughnuts, because the act of dunking implies the existence of some form of cake.

My guess is that Dunkin' Donuts will eventually return to the full name, while also using the short form, just as Kentucky Fried Chicken did with "KFC".

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Shampoo in French is "shampooing," so I'm going to unveil a line of snobby French margarine called "le spreading."

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On 12/7/2018 at 3:06 PM, Ferdinand Cesarano said:

My guess is that Dunkin' Donuts will eventually return to the full name, while also using the short form, just as Kentucky Fried Chicken did with "KFC".

 

Or it might stick, like FedEx.  Or, on a smaller scale, like Starbucks removing the word “Coffee” from its logo. 

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Does it help any that "Dunkin'" isn't really a word, with the ' replacing the g?  It sounds like it could be someone's name, though the spelling would be a little odd.

 

If it was literally "Dunking", then this would be a lot more awkward IMO.  As for now, I don't see anything wrong with it.  


Besides: when it comes to doughnuts, there's only one brand that anyone cares about:

 

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