Dunkin’ is Dropping ‘Donuts’ From its Name

After a successful test period , Dunkin’ Brands announced it is officially dropping ‘Donuts’ from its branding. The phasing out is set to begin in 2019 as the franchise brand converts its restaurant format into a beverage-led offering. Despite the name change, doughnuts will remain on Dunkin’s menu.

According to Restaurant Business Online, the brand plans to make the change gradually, beginning with packaging, advertisements and online branding before new locations adopt the logo on exterior and interior signage, followed by remodeled units and international restaurants eventually.

A CNBC article noted executives said the rebrand will be covered by Dunkin’s existing remodeling budget and included a statement from CMO Tony Weisman that said, “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.”

Maddie has spent her career in the media industry, serving in various editorial roles before migrating into a hybrid content strategy and PR role with No Limit Agency. Her passion for storytelling and love of writing help her create meaningful content on behalf of her clients and fulfill No Limit Agency’s mission to tell people-driven stories. Maddie is a graduate of Saint Louis University, where she studied Communications with a focus in journalism and media studies as well as Sports Business.

In her spare time, Maddie can be found exploring Chicago’s food scene, watching an NBA game or lamenting over her middling fantasy baseball team.