Home
 
Choose Your City
Change City

Why Dunkin' Donuts may drop Donuts from its name

The company is considering a big change.
Dunkin' Donuts
Dunkin' Donuts is testing out a new name. Photo by Getty Images

D&D may only be known as D in the near future if Dunkin' Donuts goes through with a proposed name change.

Nation's Restaurant News reports that Boston's beloved coffee brand is considering dropping Donuts from its official title. According to a company statement, the initiative will be tested at a few locations around the country, including Pasadena, California, in an effort to put a spotlight on the chain's many beverage offerings.

“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 revealed in a statement.

A spokesperson told Nation's Restaurant News that the idea isn't entirely new, noting that the chain's "America runs on Dunkin'" campaign doesn't include the word Donuts either. If the trial run goes well, the new name could be part of a bigger rebranding strategy that's set to take place next year.

RelatedArticles

Let's just say not everyone is thrilled with this concept, as some unhappy D&D fans chimed in on the news via Twitter.

The possible rebranding move comes amidst another bit of controversy for the company. A Dunkin' Donuts location in Brooklyn is taking some heat this week for allegedly refusing to serve NYPD officers. After an incident like that, maybe a new name is a good idea.