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.
“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.
Why would Dunkin Donuts change its name to Dunkin when they could take the opportunity to rebrand as the name everyone uses anyway: Dunks
— 🍄spore✳️prince🐑 (@sporeprince) August 4, 2017
As a native New Englander, I’m mad that Dunkin’ Donuts is dropping the “Donuts” but I’m furious they’re not just going by “Dunks” now.
— Josh Gondelman (@joshgondelman) August 5, 2017
Dunkin’ Donuts changing its name to anything other than “Dunkies” would be a travesty
— Alex Fitzpatrick (@AlexJamesFitz) August 4, 2017
Dunkin’ Donuts wants to drop the “Donuts” from their name. My parents could get divorced and this would still be the worst split ever to me.
— Dan LaMorte (@DanLaMorte) August 4, 2017
Dunkin Donuts changing their name to “Dunkin” makes about as much sense as Burger King changing their name to “Burger”.
— hey ♑️ (@WonderstoneA) August 8, 2017
Dunkin’ Donuts changing its name to just Dunkin’ , do we as the consumer get paid since that’s what we’ve always called it?
— Trevor (@BeanTownRS) August 8, 2017
“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.