In an effort to cut the fat, so to speak, Dunkin is dumping “Donuts” from its official name.
Massachusetts-based Dunkin’ Brands Group Inc. (Nasdaq: DNKN) announced Tuesday that it will officially change the chain’s name from “Dunkin’ Donuts” to simply “Dunkin.'” The change will be effective January 2019, and will be reflected on all packaging, as well as the company’s advertising and website. All new and remodeled stores in the U.S. will use the new ‘Dunkin’ logo on interior and exterior signage. In Philadelphia alone, the coffee chain has several dozen locations, writes Max Stendahl in the Philadelphia Business Journal.
Of course, the company won’t stop selling doughnuts at its stores. Dunkin’ bills itself as the largest doughnut retailer in America, selling more than 2.9 billion of the confections and Munchkins every year across the globe.
“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” Dunkin’ Brands CEO David Hoffmann said in a statement.
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