Dunkin’ Sprinkles Tiktok With Love

Dunkin' ($DNKN@US) has revolutionized its image since its name change in 2019. Since then, it has added more premium and non-coffee drinks, offered healthier food options, and worked to connect with younger audiences via TikTok and other social media. At the end of 2019, Dunkin' jumped onto the plant-based food craze, rolling out the Beyond Sausage breakfast sandwich to thousands of stores. Snack expansion in 2020 included croissant stuffers, snackin' bacon, and stuffed bagel minis. Dunkin' grew to over 3 million followers on TikTok, and the partnership with Charli D'Amelio drove a 57% increase in app downloads and significantly boosted cold brew sales. Adding avocado toast is a direct example of the brand's work to appeal to younger customers. Dropping 'Donuts' from the name showed the company’s overt decision to be different and gain a broader, more diverse audience.