Dunkin’ Donuts Is Considering Changing Its Name Next Year

Bryan Brandom
(Photo: Getty Images)

Dunkin’ Donuts knows no one actually calls it Dunkin’ Donuts, and they’re leaning into it.

The Massachusetts-based coffee-and-doughnuts chain is considering ditching the word “Donuts” from its title, going simply by Dunkin’.

A new store in Pasadena, California, will have the one-word name, as will a handful of other locations.

The move is part of an effort to associate the brand with more than just doughnuts. Though they don’t want you to forget about those scrumptious, sugary circles either.

“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as ‘Dunkin’,” the company said, according to CNBC.

On Twitter, consumer reviews of the possible new name were mixed.

“We do not anticipate making decisions regarding our branding until the latter half of 2018 when we begin rolling out our new store image,” the company said.

In April 2006, the company referred to itself as just Dunkin’ in a new slogan, “America runs on Dunkin’,” which is still in use today.

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