After months of testing a possible name change, Dunkin’ Brands is finally ditching the word “donuts” from the coffee chain’s branding and logo.
The company, which also owns Baskin Robbins, said Tuesday that its company name, Dunkin’ Brands, will remain the same.
The switch to just “Dunkin” will begin in January. The restaurant has used “Dunkin'” in its tagline “America Runs on Dunkin’,” since 2006 and found that customers reacted positively to the shortened name.
Growing competition in the coffee and breakfast space has pressured Dunkin’ into making itself known for more than just its doughnuts. Dunkin’s strategy, which it laid out during its investor day in February, includes slimming down its menu, increasing speed and convenience, and focusing more on its beverages than its food.