Dunkin’ Donuts Is Getting Rid of Donuts—& We’re Not Kidding

It’s official: Dunkin’ Donuts has a new name and will now officially go by just Dunkin’ as it drops “Donuts” from its name and logo, the company announced Tuesday. After 68 years, the Donuts of Dunkin’ Donuts will be no more—at least in name only.

If you live in Massachusetts, chances are that you already knew about this drastic Dunkin’ departure. If not, keep reading to get the scoop on how the iconic donut retailer has changed in a big way.

View this post on Instagram

A post shared by Dunkin’ (@dunkin)

Earlier this year, foodies freaked out over the possibility of their beloved IHOP changing to IHOb. While the restaurant that’s known for plentiful pancakes simply pulled a marketing stunt in honor of their new burger menu, the Dunkin’ Donuts name change isn’t for advertising purposes. This is the real deal.

As part of a rebranding effort, the donut makers are changing up their store design, adding new beverage choices, providing customers with digital kiosks to order from and…changing their name to Dunkin’. That’s Dunkin’, minus the Donuts—you know, that thing its pretty much known for.

The first new Dunkin’ store opened earlier this year in Quincy, Massachusetts. By the end of 2018, 50 more stores (30 in the Boston area and another 20 across the country) will go Dunkin’. The rebranding concept isn’t exactly a new idea. Reports of the retailer’s change in direction surfaced last year.

Hmm. Just one name? Well it works for Oprah, Cher and Madonna. So why not Dunkin’ too?

—Erica Loop

Featured Photo: Hello I’m Nik via Unsplash 

RELATED STORIES:

Dunkin’ Donuts Unveils a New $2 Menu So You Can Get Your Morning Fix Faster

“Alexa, Get Me a Donut” & 7 More Foods You Can Order by Voice

Pumpkin Spice Frosted Flakes Are Here & We’re Running to the Grocery Store