Dunkin’ Donuts is getting a new name.
The restaurant chain announced on Tuesday that it’s dropping the word “Donuts” from its name and renaming itself “Dunkin’.” The shortened branding will align with the company’s emphasis on coffee and other beverages, Dunkin’ Brands said. The Canton, Massachusetts-based company also noted that fans have long referred to its stores as simply Dunkin’.
“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,” Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann said in a statement. “We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”
A redesigned logo maintains Dunkin’s pink-and-orange color scheme and its familiar font. The new branding will appear on packaging, advertising, Dunkin’s website and social media channels beginning Jan. 1, according to the company. Stores will also feature new signage, while some locations utilizing Dunkin’s new design format have already tested the new name over the past year.
Despite the change in name, Dunkin’ will continue to offer doughnuts, including its popular Munchkins and seasonal menu additions. The company, which has more than 12,500 stores in the U.S. and other markets, bills itself as the largest doughnut seller in the U.S. with global sales of more than 2.9 billion annually.