Nine other name changes like Dunkin’ less Donuts that will not work

Everybody likes donuts. Maybe so, but Dunkin’ Donuts is considering not “running on Donuts” in its name.
Being called a “test,” Dunkin Brands, the parent company is opening a California store with the moniker “Dunkin” and dropping the “donuts.” It will still have donuts in the store just not in the name.
“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as ‘Dunkin’,” the company told CNBC.
Critics are already seeing through this name game and think this will not be effective. Rebranding is common and others like KFC (Kentucky Fried Chicken) have successfully made the change. Dunkin’ Donuts is battling Starbucks in the coffee wars and trying to get the edge, but kicking “Donuts” to the curb is probably not the answer.
Dunkin’ Donuts is not the only one backed into a name corner. Here are nine other name changes that probably would not come out ahead.
- Starbucks. The coffee leader does not have much to work with in the first place. “Bucks” would be rubbing it in everyone’s face since there is a Starbucks on every block and “Star” is the same although customers would be a “star” if their names were pronounced correctly.
- Krispy Kreme. Dunkin’ Donuts other competitor has no room to fiddle. “Krispy” sounds fried which is no good and “Kreme” would just remind customers what their bodies turn to after eating too many donuts.
- Victoria’s Secret. “Victoria” is too feminine and sounds mistress like and “Secret” is exactly what most men don’t want showing up on their receipt.
- Yellow Pages. What sounds more cowardly than “Yellow” and “Pages” is either sheets of paper or English servants. Think we will pass.
- The Rolling Stones. The iconic band is so old that only their walkers are “Rolling” and “Stones” is just what the boys’ seventy year old faces are becoming.
- 7–11. This is all wrong because the name already sounds like the jail sentence all the 7- 11 robbers get.
- Burger King. “Burger” is just no good and although you end up on the throne, no one feels like a “king” after eating a bacon double cheese burger.
- Instagram. There is already too much “insta” weather and traffic and “gram” is either your drugs or grandmother.
- Pizza Hut. “Pizza” is too generic and “Hut” is confusing. Does anyone who live in a hut order pizza and can they get delivery to a hut?
