Dunkin’ Donuts is trimming the fat. Starting in January 2019, the chain will drop the “Donuts” from its name and be known simply as “Dunkin’.”
The company, which hinted it was headed for a name change earlier this month, made things official on Tuesday, September 25, via Twitter. “It’s official: We’re going by Dunkin’ now,” it shared in a tweet. “After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be #BFFstatus with you all.”
While doughnuts will still be served as part of Dunkin’s menu, the new, brief moniker is meant to reflect the casual eatery’s increasing emphasis on coffee and other drinks, reports NBC News.
Starting in 2019, Dunkin’ will begin appearing on napkins, boxes and signs at all of the chain’s U.S. stores. The new name is expected to migrate over to international outposts at a later date, and will eventually appear at the more than 12,500 restaurants Dunkin’ operates globally. This is reportedly part of a larger initiative, which also includes new drinks and digital kiosks, to make the restaurant more appealing to younger customers.
The Massachusetts-based business will also reportedly roll out a new logo to go with its new name, but the signage won’t be a shock for customers, as it is expected to use the familiar rounded font and orange-and-pink color scheme that the company has employed since 1973.
When speculation first arose that Dunkin’ was altering its name, a spokesperson for the company told Us Weekly it hadn’t committed to any formal changes. “Dunkin’ Donuts has been testing signage in a few locations across the country that refers to the brand simply as ‘Dunkin.’ We do not plan to make any decisions regarding the branding until later this year.”
Still, despite the warning consumers had that a name change might be afoot, not everyone on social media is embracing Dunkin’ Donuts sans “Donuts.” Check out some funny reactions to this news below:
Please, Mr. Donuts is my father. Call me Dunkin'. https://t.co/zzcAZpYXsn
— alexis nedd (@alexisthenedd) September 25, 2018
The Dunkin’ news is giving me painful flashbacks to Boston Chicken becoming Boston Market and Starbucks buying the Coffee Connection
— Richard Lawson (@rilaws) September 25, 2018
Dunkin Donuts is shortening it’s name to Dunkin because most people go there to get coffee or to tell my brother and I they’re leaving our mom.
— Downtown Josh Brown (@ReformedBroker) September 25, 2018
i am renaming myself dunkin' to reflect my growing emphasis on coffee https://t.co/Wp6y67H1EX
— Ben Adlin (@badlin) September 25, 2018
To be fair, the only reasonable thing to call "Dunkin Donuts" is “You Know, the Place We Have to Go to Because There Isn’t a Krispy Kreme Near Here."
— Sonny Bunch (@SonnyBunch) September 25, 2018
Dunkin Donuts is dropping the "donuts" from its name.
Weight Watchers is dropping the "weight" from its name.
I guess neither of them wants you to know that Donuts make you put on Weight.
— Hayden Black (@haydenblack) September 25, 2018
Come on. Dunkin', you had 2 words in your name and you're dropping the more appealing one?
— J. Elvis Weinstein (@JElvisWeinstein) September 25, 2018
1950: Dunkin’ Donuts
2022: The Donut Formerly Known as Dunkin’
2023: Dunk Lion
2024: Dunk Diddy
2025: Dunk “Dunky” Combs
2026: Dunk Cougar Donutcamp
2027: Yusuf Islam
— Shaun Connolly (@scornedstanding) September 25, 2018
is the dunkin’ in dunkin’ donuts a transitive verb? by removing the donuts, are they becoming an intransitive company?
— Dominic Holden (@dominicholden) September 25, 2018
Tell Us: Do you like the name Dunkin’?