Dunkin’ Donuts is Changing Its Name to Just Dunkin’

Dunkin’ Donuts announced on Tuesday it’s dropping the “Donuts” from its name.
Dunkin’ Donuts

Dunkin’ Donuts, purveyor of, well, donuts and other confections typically ingested in far too much haste, is dropping Donuts from its name starting in January. The company says it’s making the move to become better friends with its customers.

“After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be #BFFstatus with you all,” the company announced in a heavy emoji-laden tweet on Tuesday.

Although the company will continue to produce doughnuts, the name change is one part of a large-scale makeover for the company that Dunkin’ Brands’ CEO and U.S. President David Hoffmann said in a statement he believes “will keep our brand relevant for generations to come” as it continues moving toward a “beverage-led” retailer.

In 2013, Dunkin’ Donuts began moving away from a doughnut-based identity, declaring itself a “beverage company,” when beverage sales reached 58 percent. According to the New York Times, that figure has gone up slightly to 60 percent.

“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 customers,” Hoffmann said.

Among the imminent changes is an overhaul of its store designs, the introduction of new drinks, including cold nitro brew coffee, a mobile order drive-through lane and placing baked goods inside a glass case “within arms reach of the guests” as opposed to putting them in bins behind the register.

“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’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S.

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SOURCE: NPR, Vanessa Romo