Don’t worry, Dunkin’ Donuts as a restaurant is here to stay. They are just dropping the “Donuts” from their name.
The name change is beginning next year. If you are someone who has been calling it only “Dunkin” for years now, like myself, you might be pretty happy about this. The reason for the name change is due to the company’s popular beverage sales which make up about 60 percent of their business. This makes sense, after all, I mean who doesn’t love their iced coffees?
If this name change sounds familiar to you, it’s because Dunkin’ Donuts considered the change last year. Last August, they tested the new brand by opening a store in Pasadena, California, that was just called Dunkin’.
Dropping the “Donuts” is a clear part of a rebranding strategy. For example, as Dunkin’ Brands CEO David Hoffmann said, “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 customer”. As a very loyal customer, I couldn’t care less if it was Dunkin’ Donuts or Dunkin’ as long as they don’t get rid of Dunkin’ happy hours during the summer because I need my iced coffee.