American corporations seem to be in rebrand mode these days, and Dunkin’ Donuts has joined companies like IHOP (which briefly changed its name to IHOb), in experimenting with a new name: The company announced yesterday that it will lose the “Donuts” and shorten its name to Dunkin’ in stores and online. The name change will officially happen in January 2019, although The New York Times reports that some of the company’s coffee-and-donut outposts have already debuted the new branding.
Rest assured, this does not mean that Dunkin’ will no longer serve donuts. Instead, the company is looking to redefine itself as a “beverage-led, on-the-go brand,” according to the press release. The rebrand coincides with other changes you may have noticed at your beloved local DD, including new menu items like cold brew coffee and “donut fries.” The name aligns more closely with what really makes America run—caffeine—and moves away from donuts, which, delicious though they are, might actually make us sad.
Dunkin’ plans to roll out the new name on advertisements, packaging, and its website starting on January 1st, and change the signage on new and remodeled stores following that.