Dunkin’ Donuts is removing “donuts” from its name starting next year, making it the latest in a string of companies aiming to re-brands themselves with a name change.
The franchise said on Tuesday that it would retain its colors and font but will be renaming themselves Dunkin’ in January. The shift is a nod to the chain’s beverage sales, which account for about 60 percent of its business, and the popularity of its longtime slogan, “America Runs on Dunkin’.”
In explaining the change in a statement and on a call with reporters, the company said multiple times that it was “on a first-name basis” with consumers and that, despite its new moniker, its focus on doughnuts remained intact.
Dunkin’ Donuts is one of many companies to declare a new name as part of a broader re-branding strategy.