Dunkin’ Needs Me

There are many dream jobs I find myself drawn to when considering post-grad life. As a public relations major, the avenues of marketing, merchandising and event organization are the first to come to mind. 

But one position stands out among these options. One I feel needs me and my undergraduate opinion is the Dunkin’ lead brand strategist. 

Obviously not the most glamorous career move, but my intentions for the Dunkin’ brand aren’t for personal gain. I believe Dunkin’ has strayed far from its original brand identity.

In 2019, Dunkin’ underwent a rebrand, most notably dropping the word “Donuts” from their name. Additionally, they revamped their menu to include trendier beverages like seasonal refreshers and energy cold brews. 

The rebrand was a complete misdirection.

The seeming fact of the matter is Dunkin’ will never be the trendiest coffee option. That’s OK. Trendy isn’t a qualifier for good and, furthermore, it doesn’t really fit with Dunkin’s brand.

Starbucks, for example — with its endless bandwagon campaigns, has always hopped on the trending beverages. That’s on brand for Starbucks though. Protein infused cold foam is exactly who Starbucks is.

With their array of in-store study spots and conversation areas, Starbucks caters itself to people who aren’t necessarily in a rush. They have time to come in and sit on a couch for two hours and chat with a friend over coffee. Starbucks envisions their drinkers as perhaps stay-at-home moms or those who work remote positions — in the end, those who seem to have the luxury of free time. 

Dunkin’, on the other hand, has always represented the hard working American. I want the phrase “America Runs on Dunkin’” plastered on the wall in every single Dunkin’ franchise in America. Why? Because Dunkin’ is what an American drinks when there are things to get done. 

Why is Dunkin’ being forced to be trendy? People who go to Dunkin’ are looking for energy to keep them awake for their double shift, not a drink to boost engagement on social media. Sure, a pumpkin spice latte could make it into the pins of a board titled “autumn instafeed 2025,” but could it hold down the fort when faced with the emergency room at four in the morning? Could it manage an 18-wheeler from Omaha to Chicago?

An iced strawberry frap, ornamented by a smiley face written in sharpie, is nowhere to be found in the break rooms of hospitals. No one is holding a vanilla matcha on a construction site off Lake Shore Drive or inside O’Hare’s air traffic control room.

What they should be holding is a cup of Dunkin’ coffee. 

We also need to revisit the name change. Bring back “Donuts.” The name Dunkin’ Donuts is classic, and donuts are a huge part of the brand. I don’t know why this slipped away. The donuts themselves seem to have been pushed to the side. In an attempt to fill this void, the Dunkin’ menu ballooned to include new breakfast sandwiches, breakfast bites and new lunch sandwiches. 

Why is the menu four pages? No. Shrink it back down to two, remove the boba offerings permanently, and bring back the donuts. We’re losing the plot. 

The inconsistency issue must be addressed. A Dunkin’ beverage can vary from location to location, which results in a disjointed experience for the consumer base. I propose drink-making-retraining for every employee at every franchise.

Consistency is key. “I hope this tastes like the one I had last time” should not be the thought at the forefront of a customer’s mind when they make a purchase. 

I don’t want Dunkin’ to be trendy. I want it to be caffeinated. I want truckers, nurses and exhausted college students to once again realize Dunkin’ Donuts as their reliable fuel stop. America doesn’t need another celebrity beverage collab — it needs its Dunkin’ Donuts back.

Maybe this isn’t the most glamorous dream job. But I know that if I was given the chance, I’d proudly lead the rebrand. Because at the end of the day, America doesn’t run on aesthetics. It runs on Dunkin’.