So many of us order breakfast from Dunkin’ Donuts every morning that it feels like we’re in a committed relationship with the breakfast chain. And the change that Dunkin’ Brands announced kind of makes us feel like we’re getting broken up with.
The rumors are all true—execs at Dunkin’ Donuts have decided to tweak the name of our beloved doughnut shop and drop the “Donuts.” Starting in January 2019, Dunkin’ Donuts will officially be changing its name to Dunkin’.
Why the new name?
Dunkin’ is going in a fresh direction—and has been for a while. The new branding conveys the company’s focus on serving great coffee. While doughnuts, bagels and Dunkin’ Run snacks will still be sold in every store, Dunkin’ Brands wants to transform the company into one that’s focused even more on beverages moving forward.
“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,” says Tony Weisman, the Chief Marketing Officer for Dunkin’.
What are Donut lovers saying?
While the company has put a lot of time and research into the name change, Dunkin’ Donuts fans may take awhile to adjust to the news. Just look at these tweets:
I’m from New England & I don’t think they should be able to do this without putting it on the ballot. https://t.co/vEXpWTAGog
— Elizabeth McCracken (@elizmccracken) September 25, 2018
— Stephanie (@stephaniecaress) September 26, 2018
@dunkindonuts Say it isn’t so! I do like your beverages, but it’s the donuts that keep me coming back. Oh, those chocolate covered crullers, the apple fritters… Ok, who wants to go on a donut run? https://t.co/ncwdxQMyI8 #donuts #Dunkin
— Sean Obrock (@CC_Glorin) September 25, 2018
But at least one fan was ready for the change:
This makes sense. If there’s a one-word informal shorthand that all of my friends and I have been using to refer to this business, and which made a cameo in a Jim Gaffigan special, it’s definitely Dunkin’#Dunkin https://t.co/FYCLbLw4bK
— Ethan (@ethanjpeters) September 25, 2018
Dunkin’ is on a roll lately
This isn’t the only move Dunkin’ has made lately. The now-famous Dunkin’ Donut Fries, ham and cheese roll-ups and waffle-breaded chicken tenders have all been warmly welcomed adjustments to the menu, as a part of the brand’s new Dunkin’ Run snack menu.
The menu upgrade was definitely less about the doughnuts—like the new name will be—but reps from Dunkin’ Brands want us to know that they’re not about to ditch the actual doughnuts from stores any time soon. Dunkin’ is the top-selling retailer of doughnuts in America after all, selling more than 2.9 billion every year.