Our friends at the donut shop formerly known as Dunkin' Donuts seem to be suffering from an identity crisis. The folks who work over there are kind, hard working people and I've enjoyed their pastries many times over the years. In the last couple of weeks we have seen them go from a nationally known chain, Dunkin' Donuts, to the lesser known Daylight Donuts, to what is now called Daynight Donuts. They haven't even taken down the advertisements for the Dunkin Donuts iced coffee and they've already gone through two name changes. I'm guessing that they put up the name Daylight Donuts either before they inked a deal with that franchise or they didn't realize it was a franchise. So now the easy way out is to change one letter on the sign making up a word that is an antonym of itself. Is this our newest Commercial Street embarrassment or is there a new name in the works. I think it's our duty as the Eat Salem blog to help this restaurant come up with a name that the community will embrace. Let's start with "Salem Donuts." A google search shows a place in Salem Virginia has that name, I don't think they'd mind one on this coast. They could go with "Day/Night Donuts" and play off the 24 hour theme, kind of like "AM/PM." That may be a graceful way out of their current predicament. How about "Willamette Donuts?" Here's my favorite, "The Hole Donut."
Sorry to bore you with donut details but I went in there today to see what was going on. Dunkin Donuts has changed it's name to Daylight Donuts. The store owner said that it was getting too expensive to keep the Dunkin Donut franchise, the last one on the west coast. It looks like Dunkin Donuts corporate is getting into personal pizzas and flatbread sandwiches to go along with their coffee and donuts. I always liked it that it was a Dunkin Donuts, they have good coffee and a great selection of pastries. Somehow it wouldn't be the same if I showed up one morning to find them selling pepperoni pizza pies. There's a phrase that comes to mind here. "Jack of all trades, ace of none." I'm sad to see Dunkin go away, but hopefully they will be able to concentrate on making great donuts. I guess this means total local control of donuts now in Salem. Maybe this will send a message to Krispy Kreme that us folks over here in Salem Oregon are independent minded and we're happy with our non chain donut stands and our three Walmarts.
Name Change, Dunkin Donuts on Commercial Street is now called Daylight Donuts. I saw it the other day and wanted to get in there. The paper beat me to it.
Does this mean changes in the donuts or coffee? I hope not.