Arthur J. Villasanta – Fourth Estate Contributor
Canton, MA, United States (4E) – David Hoffmann, the man that committed the “blasphemy” or removing the word “Dunkin'” from “Dunkin’ Donuts” is now the CEO of Dunkin’ Brands. He succeeds Nigel Travis, 68.
Hoffman has led several key units of the Dunkin’ Donuts business, including the supply chain operations, marketing and franchise development, said Dunkin’ Brands. He’s also been directing the development of the brand’s next-generation concept, and raised eyebrows by dropping the word “Donuts” and naming some new restaurants only “Dunkin’.”
“I want to thank the Dunkin’ Brands Board of Directors for the opportunity to lead this incredible company,” said Hoffman. “I also want to offer my heartfelt appreciation to Nigel for his decade-long leadership of Dunkin’ Brands as well as for the support he has shown me since I joined the Company.”
Hoffmann, 50, has an MBA and was McDonald’s president for high-growth overseas markets. He joined Dunkin’ Brands as president of Dunkin’ Donuts U.S. in 2016. He led all aspects of the company’s U.S. business, and spearheaded the coffee chain’s new concept store. Hundreds of new stores were added under his watch.
Hoffmann was behind Dunkin’s new three-year growth plan that involves slimming down its menu, increasing speed and convenience and focusing more on beverages than food.
Travis, his predecessor, became CEO in 2009. He will remain involved with the company, serving as executive chairman of the board and focusing on developing the international business.
Travis was responsible for taking Dunkin’ public in 2011 and has helped grow the company’s revenue by 60 percent during his tenure. He also grew the brand by 6,000 stores, including 2,800 in the U.S. and oversaw Dunkin’s return to California. Dunkin’ is mostly an East Coast brand, with New England as its most highly saturated region.
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