Dunkin' Donuts is officially dropping the 'Donuts' from its name despite earlier backlash

pulse

September 25, 2018 5:19 PM

Dunkin' Donuts announced it is dropping the "Donuts" from its name and will go by simply "Dunkin'." The doughnut chain tested the new name at roughly 50 locations over the last year — and many customers responded with fury.

Dunkin' Donuts
tested the new name at roughly 50 locations over the last year

Dunkin' Donuts is officially changing its name to just Dunkin'.

On Tuesday, the chain announced plans to rebrand as simply "Dunkin'," with the change officially taking place in January 2019.

Dunkin' Donuts has already rebranded some stores — a decision that sparked some backlash. In August, the company announced plans to drop the "Donuts" in roughly 50 stores across the United States, following a small test in Massachusetts.

"They literally invented the word "Donut". They should keep it forever," wrote Twitter user @larocciDave.

Dunkin' Donuts has been making some major changes recently.

"The Dunkin' concept is part of a major rebrand that includes a new store design, drinks like nitro-infused cold brew, and digital ordering kiosks," Business Insider's Jessica Tyler reported in August.

In a tour of a next-generation Dunkin' store, Tyler reports that the most notable change — beyond the logo — is the inclusion of a new tap system for cold beverages. The tap includes nitro cold brew, cold brew, original-blend coffee, dark-roast coffee, decaf, green tea, and iced tea.

"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 David Hoffmann said in a statement about the name change. "From our next-generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin', we are working to provide our guests with great beverages, delicious food and unparalleled convenience."

Despite dropping the "Donuts," Dunkin' said in a press release that the chain will remain dedicated to the sweet treats, with Dunkin' remaining the No. 1 doughnut retailer in the US.

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