Doughnut Time rebranded to Rodeo Doughnuts

I am likely late to this party (as I am to most parties really) but it seems that Doughnut Time has rebranded to Rodeo Doughnuts. I have tried to figure out when this happened, as when I look online it seems that only the London branches of Doughnut Time have been rebranded to Rodeo.

I did manage to find this very interesting article though from Naina Patel from Bristows solicitors firm, which provides a good summary about the Doughnut Time and Rodeo situation, none of which I recall seeing in the news anywhere. It would appear that the UK owner of Doughnut Time had quite a bit of controversy, so of course some of the theories state that the rebrand was done to distance the brand from the controversies. In any event, it still seems confusing as to whether or not Rodeo is a whole new brand (that is just very similar to Doughnut Time) or if it is just a straight forward rebrand attempt. It’s all a little bit confusing…

What are you thoughts? Do you think it is to cover up some dodgy business practices, or do you think it is something different?

T xxx