Dunkin’ Donuts is Dropping the Donuts From its Name

It’s official. Dunkin’ Donuts will now be known just as Dunkin’.

The company is dropping the ‘Donuts’ part from its logo and branding, a change that is expected to roll out in January.

The company, who also owns Baskin Robbins, did say that the Dunkin’ Brands name will remain the same.

Dunkin’ has used “Dunkin'” in its tagline “America Runs on Dunkin’,’ since 2006 and after successful testing found that customers reacted positively to the shortened name.

There will be a brand new Dunkin’ logo featured on the exterior and interior signage at all new and remodeled restaurants in the U.S. and eventually internationally.

Dunkin’ will roll the cost of the brand changes into its existing remodeling budget said executives and 1,000 new stores are expected to be opened in the next three years.

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said Tony Weisman, chief marketing officer at Dunkin’ U.S.

Shares of Dunkin’ Brands have climbed almost 40 percent in the last year.

Disclaimer: We have no position in Dunkin Brands Group Inc. (NASDAQ: DNKN) and have not been compensated for this article.