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Dunkin’ (sans Donuts)

Dunkin’ Donuts is dropping the “Donuts” in its branding. According to their CEO, it’s an effort to “increase its reputation as a ‘beverage-led, on-the-go brand'”. An increasingly health conscious consumer tries to stay away from high sugar foods like doughnuts.

Both KFC (F.K.A Kentucky Fried Chicken) and Starbucks (F.M.A. Starbucks Coffee) has successfully diversified their menus in the past.

There’s a pattern here.

Start with a niche, and crush it there. Then diversify and go mainstream.