Just Dunkin’: Dunkin’ Donuts to change its name

Dunkin’ Donuts has announced a radical rebrand.

The coffee brand has dropped the ‘donuts’ from its name and will now run simply as Dunkin. 

Although donuts are still on the menu, the company renamed itself to reflect its increasing focus on coffee and other beverages. 

The change will officially start in January, when it’ll appear on napkins, store signs, and other merchandise. 

The new title will also be eventually adopted in its more than 12,500 stores overseas.   

The donut shop already announced the new name on social media. 

‘It’s official: We’re going by Dunkin’ now. After 68 years of America running on Dunkin’, we’re moving to a first-name basis,’ the brand posted. 

The chain will keep its familiar rounded font and orange-and-pink color scheme that the company has used since 1973.

The new logo will keep the same orange-and-pink round font the coffee chain is famous for, but will drop the ‘donuts’ from its name

Canton, Massachusetts-based Dunkin’ says the name change is one of several things it’s doing to stay relevant to younger customers. 

The coffee chain will also be simplifying its menu and adding dedicated mobile ordering lanes.

‘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,’ they added.