Dunkin' Donuts to Ditch the ‘Donuts’

The chain is changing its name, and social media is taking it kind of hard.



Lancaster, PA, USA - May 8, 2018: Exterior sign of Dunkin' Donut fast food bakery and store, which offers fresh doughnuts, sandwiches, coffee and beverages at over 12,000 locations.

Photo by: gsheldon


In a move that may somehow seem both shocking and inevitable, Dunkin’ Donuts recently announced its intention to ditch the noun half of its name and rebrand itself, simply, as Dunkin’.

You could see it as a battle between history (Dunkin’ Donuts has been so named for 68 years) and the fitness-focused present day (doughnuts are probably no one’s idea of a health food), with what has emerged as a clear winner, at least for now.

Or you could just see it as an acknowledgment that things that aren’t doughnuts – like coffee and other beverage and food items – constitute an ever greater percentage of Dunkin’ Donuts’ … er, Dunkin’s sales. That’s how the chain -- which is keeping the doughnuts even as it ditches the “Donuts” -- is spinning it.

“Our new branding is a clear signal that there’s something new at Dunkin’. It speaks to the breadth of our offerings,” Dunkin’ Brands CEO David Hoffman told the media in a conference call, the AP reports.

The new name and logo, which will retain the old name and logo’s font and orange-and-pink color palette and has been telegraphed as of 2006 in the chain’s doughnut-free motto, “America Runs on Dunkin’,” will become official in January and be phased in to the chain’s 12,500 restaurants around the world, according to the AP.

Reaction on social media has been … let’s call it skeptical.

A random sampling of Twitter comments:

“Everybody will still call it Dunkin' Donuts anyway. This name change is stupid and a waste of time.”

“… why change a name that has stood since 1950? Plus without the word donuts what exactly are we Dunkin’?”

“Omg !!! Why does it have to change ??????? We know what you sell !!!!! Ugh ... leave my DD alone

“Should have went with Dunks, No one will say, ‘Hey, lets go to Dunkin.’ Sounds terrible. Will the logo change to ‘D’?

“stop it you’re still Dunkin’ Donuts and you always will be

Yeah, change can be as hard as a day-old doughnut. That’s for sure.

Photo: iStock

Related Links:

Next Up

Order This, Not That: Dunkin' Donuts

You might guess that a sausage, egg and cheese on a bagel is high in fat or a coffee with skim milk is a low-cal choice, but what about muffins, lattes and donuts? When heading to Dunkin' Donuts, one of the country’s favorite coffee stops, we suggest…

Dunkin’ and Harpoon Release New Beers Made with Actual Doughnuts

Plus, an ale that tastes like a pumpkin spiced latte.

Grilled Doughnut Toppings

The Kitchen is grilling up some doughnuts and showing you 3 great ways to top them.

Dunkin’ Drops Some Devilish Fun with Its New Ghost Pepper Donut

This Halloween, the doughnut chain is putting a little trick in its treat.

Where to Get Free Doughnuts on National Doughnut Day

These retailers are giving out free sweet treats this Friday, June 4.

Dunkin’ Brings Back Its Fan-Favorite Heart-Shaped Doughnuts for Valentine’s Day

Creme filled and topped with red, white and pink sprinkles, they look so sweet!

How to Make Doughnuts

The only question you'll have is: Should you eat them all today or save some for tomorrow?

Best 5 Doughnut Recipes

Indulge in Food Network's top-five doughnut recipes with the help of how-tos from Ree Drummond, Ina Garten, Giada De Laurentiis and more chefs.

Market Watch: Donut Peaches

Bursting with fresh summer sweetness, these lesser-known peaches are worth scooping up if you see them at the market!


What's New