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Dunkin' Brands promotes David Hoffman to CEO

Dunkin' Brands, the parent company of Dunkin' Donuts and Baskin-Robbins, has promoted David Hoffman to chief executive.

He takes the reins from Nigel Travis, who has served as chief executive of the company since 2009. Travis will now step into the role of executive chairman of the board of directors.

As chief executive, Hoffman will continue to serve as president of Dunkin’ Donuts US, a position he took on in 2016. According to the company, he has overseen the implementation of a multi-year “Blueprint for Growth” designed to transform Dunkin' Donuts into the leading beverage-led, on-the-go brand.

Before joining Dunkin’ Donuts, Hoffman spent more than 20 years with McDonald’s, where he held a number of leadership roles.

"When we recruited Dave to Dunkin' Brands 18 months ago with the intent that he would succeed me as CEO, we knew that we were getting a world-class leader with extensive restaurant industry expertise, and he has exceeded all of our expectations,” said Travis in a statement. “From his development and implementation of the Dunkin' Donuts U.S. Blueprint for Growth, to the relationships he has forged with our franchisees and the talent management skills he has exhibited, Dave has demonstrated he is exactly the person to lead the next phase of our global growth.”

The move comes as Dunkin’ Donuts continues to shake up its marketing strategy in the US. Last year, the brand hired Tony Weisman, former North American chief executive of DigitasLBi, as its US chief marketing officer. In April, Dunkin’ Donuts named BBDO Worldwide its creative agency of record following a review.

Independent agency 22squared handles Baskin-Robbins’ advertising. In April, the agency unveiled a campaign for the brand called ‘Got Me Like.’

Featured by The Drum

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