Dunkin’ Donuts Will Soon Drop ‘Donuts’ From Its Name

While it may sound like a terrible idea for an April Fools prank, the truth of the matter is, yes, this is really happening. Dunkin’ Donuts has indeed announced that they are planning to get rid of ‘Donuts’ from their name – and they’re seriously going for it pretty soon.

Established in 1950 by William Rosenberg and now with over 12,000 stores in 36 countries, Dunkin’ Donuts has surely established its brand as one of the icons in the restaurant industry. Starting January 2019, however, the company will officially launch a name change that will affect its advertising, packaging, and social media pages.

According to a CNN report, Dunkin’ Donuts came to the decision in an effort to “relable itself as a ‘beverage-led’ company that focuses on coffees, teas, speedy service and to-go food including – but not limited to – doughnuts.”

In an official statement, David Hoffmann, CEO of Dunkin’ Brands, said:

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customer.”

Meanwhile, chief marketing officer Tony Weisman added:

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’.”

The company likewise revealed that they have been testing the shorter name since last year with one of their restaurants in Pasadena, California adapting it. Shortly thereafter, another store in Massachusetts used the Dunkin’ name which “digital kiosks, an expanded Grab & Go section and a drive-thru that let customers cut the line if they ordered ahead on the app,” the report tells us.

According to the company, beverages make up about 60% of their total sales in the United States.

Meanwhile, netizens had interesting reactions regarding the upcoming name change.

One guy on social media wrote:

“That wouldn’t make sense because ‘Dunkin’ donuts’ in Thailand doesn’t serve coffee, only donuts.”

Another commented:

“Why even bother doing that? Leave it alone. We know what you have in there.”

Watch this video report: