Dunkin reveals new brand identity in Malaysia - MARKETING Magazine Asia


Dunkin reveals new brand identity in Malaysia

Dunkin’ Donuts has been on a first-name basis with its fans around the world, many of whom naturally and affectionately refer to the brand simply as “Dunkin’.”

In recognition of this relationship, and as one of many steps to transform itself into a premier beverage-led, on-the-go brand, the company revealed its new brand identity as “Dunkin’” in Malaysia, aligning with Dunkin’ U.S.’s official rebranding in 2018.

In conjunction with the rebranding, Golden Donuts Sdn. Bhd., the franchisee for Dunkin’ in Malaysia, launched its new outlet in Suria KLCC, the first in Malaysia to carry the Dunkin’ brand and revamped ‘360 store design’ concept.

Jesrina Liew, Group General Manager of Golden Donuts Sdn. Bhd.;
Peter Yu, Managing Director of Golden Donuts Sdn. Bhd.; Marc DaSilva,
Managing Director – South East Asia, China & New Zealand, Dunkin’ Brands
International; and Howard Hiew, International Business Manager – South
East Asia, Dunkin’ Brands International at the Dunkin’ launch event

The new branding conveys the company’s commitment to energising guests around the world through great-tasting coffee and donuts, while embracing Dunkin’s heritage by retaining its familiar pink and orange colours, and iconic font, introduced in 1973.

Beginning November 2019, the new branding will appear on in-store packaging, as well as the brand’s advertising, website and social channels in Malaysia. Going forward, the new “Dunkin’” logo will also be featured on exterior and interior signages on all new and remodelled stores.

According to Peter Yu Kok Ann, Managing Director of Golden Donuts, “Our new branding is one of the many things we are doing to elevate the Dunkin’ experience for our guests in Malaysia. For starters, our new stores will adopt a ‘360 store design’ concept – a warm and welcoming café-style approach that prominently highlights Dunkin’s coffee culture and menu offerings.

While donuts remain a key priority, we are committed to make Dunkin’ the preferred choice for guests to recharge for the day through great beverages, delicious food and unparalleled convenience.”

In line with the brand’s coffee and beverage-forward strategy, Golden Donuts will progressively expand its Dunkin’ beverage menu, including further development of its espresso range. Some of the recent additions include Flat White and Caramel Macchiato, which will be available at all Dunkin’ outlets nationwide from 8th November onwards.

Golden Donuts will also channel its efforts into building Dunkin’s coffee credentials by educating guests about its coffee quality and heritage, which goes back nearly 70 years.

Yu added, “To showcase the breadth of our donut varieties, the new Suria KLCC store is offering more than 40 flavours, including exclusive items such as the Donut Fingers, Cheesecake donuts, Big Boss donuts and Coffee Bean donuts. We will continue introducing exciting flavours to consumers – the latest being the aromatic Vanilla Latte and Coffee donuts, made with coffee-flavoured dough.

“We see the potential of positioning donuts for celebration and gifting, for occasions such as weddings and birthdays, and would like to drive this message to consumers.”

“Our savoury menu is another area we will focus on. Made fresh in store every day, our selection of premium sandwiches is perfect for a grab-and-go meal which satiates the palate.

“Take our SunnyEgg sandwiches, for instance; a unique item made with our donut buns, egg patty and a filling of choice – with Tuna and Chicken Mayo being top favourites. For a better-for-you alternative, guests can choose an egg white patty,” Yu further commented.

Since Dunkin’ was founded in the 1950s, the company has grown to more than 12,900 restaurants worldwide in 42 countries. Dunkin’ expanded to Malaysia in 1987, with its first outlet in Jalan Bukit Bintang, Kuala Lumpur.

Today, there are 92 Dunkin’ outlets operating nationwide in strategic locations, including malls, gas stations, highway rest and service areas, transportation hubs and airports.

Four new outlets are scheduled to open by end of 2019 at Toppen Shopping Centre, Tropicana Gardens, LRT Masjid Jamek and LRT Abdullah Hukum respectively.

In addition to expanding its in-store business, Golden Donuts will also expand the Dunkin’ brand presence through food delivery and e-commerce platforms.

As consumer lifestyles become increasingly digitalised, the brand is reaching out to consumers through integrated platforms. For example, Golden Donuts is currently partnering with GrabFood and Foodpanda on delivery, and recently set up its official store on Shopee to tap into digital shoppers.

As part of its CSR initiative, Golden Donuts will be contributing all proceeds from the Suria KLCC store’s a la carte coffee sales in November 2019 to OrphanCare, in aid of underprivileged children.

OrphanCare is a not-for-profit foundation which works closely with the Ministry of Women, Family and Community Development, and Department of Social Welfare, to give institutionalised children and unplanned, at-risk, newborn babies the opportunity of growing up in the care of a loving family.

To further drive Dunkin’s coffee offerings and build a daily ritual among coffee lovers, there will be a nationwide Dunkin’ Coffee Hour from 8th to 30th November 2019, with half-priced coffee beverages available at all Dunkin’ Malaysia outlets (except Dunkin’ Malaysia airport outlets) from morning to 2pm daily.


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